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Young people are increasingly drawn to in-person meetings and events, even as screen time and remote work rise. “The more time that the next generation is spending on screens, the more they want to be in person,” said Ken Holsinger, senior vice president of strategy for Freeman, speaking at the Skift Meetings Forum this month.
Holsinger shared research showing that in-person events are the “most trusted space” for younger generations, with trends like AI fueling their desire for human interaction. Gen Z has already surpassed Boomers in the workforce; by 2030, 75% of the workforce will have been born after 1980. Attendee demographics are shifting faster than ever, with the average age dropping from 51 to 42 in just 18 months. It previously took 5 to 10 years for this kind of generational shift.
While attendees are getting younger, meeting professionals aren’t. Could this stifle innovation? Holsinger sounded the alarm. “We are not retiring. […] We are almost nine years older than the average attendee or participant in the ecosystem.”
Designing Events for Gen Z
Fellow panelist Carina Bauer, CEO of the IMEX Group, spoke about curating side events to connect across generations and to think beyond the main event. The secret may actually be about thinking small. “Creating micro events and micro opportunities for people to really connect with a small group of people so that you get that opportunity for the best of both worlds.” Bauer also said IMEX doesn’t control exhibitor events, emphasizing the importance of giving up control.
Sherrif Karamat, CEO of PCMA and CEMA, discussed designing participatory sessions that resonate with younger audiences. “They don’t want to see people like us talking to you. They actually want to be involved in the conversation.”
Karamat also highlighted South by Southwest as an example of a destination playing a pivotal role in creating engaging, immersive experiences beyond a convention center. However, Bauer said not to expect radical changes at IMEX shows — though she noted that exhibitors like Encore are taking a refreshing approach by creating an engaging on-site experience rather than a traditional booth and showcasing values like inclusion, sustainability and wellness over selling their products and services.
Holsinger reminded us that not all ideas and concepts are scalable. Earlier in the day, author, entrepreneur, and teacher Seth Godin proposed replicating the speaker green room experience for all attendees. But Holsinger “Being in that green room is great […] but is it scalable? Can you afford to do that?”
Holsinger also noted that the generational shift isn’t just about workforce demographics — it’s a shift in priorities. For instance, Boomers see networking at events as a legacy-building activity, while Gen Z views it as career insurance. Gen Z also has “trust issues with brands because they make promises they don’t live through with.” He also made it clear that Gen Z will never trust brands that are not perceived as authentic.
Attracting the Next Generation Workforce
To attract the best young talent, Karamat said the meetings industry needs to think beyond hospitality and tourism. He urged the sector to engage with marketing and business school faculty to make sure they showcase how face-to-face events drive brand engagement and sales. “We need to have the confidence to go to business schools and to go to marketing schools and to say, this is who we are. We’re not hospitality. We create meaningful, transformational experiences. We are a key part of a marketer’s arsenal. This is what we do.”
Bauer noted that while the industry can’t compete with tech or law firms on salaries, it offers a chance for young professionals to find meaning and make an impact. “Young people are seeking meaning […] We can offer that if we can bridge that gap for them between the work that they’ll do in our industry and the impact that will make.”
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