Live events are notorious for their unpredictability, and this is especially true in today’s fast-paced world. However, with the rise of Generation Z event planners, the events industry is undergoing a new wave of change. Born between 1996 and 2010, Generation Z is poised to surpass the Millennial generation in numbers and influence. With their fresh perspectives and innovative ideas, this new generation is already revolutionising our industry. It’s been widely discussed how event planners can attract the attention of Gen Z. Still, more must be said about how venues and industry suppliers can win over this decerning demographic. Although it’s inaccurate to assume that every person in a particular generation shares the same attributes, research shows some common trends. So, read on to learn more about how you can appeal to the new generation of event planners.

Technology First

It’s widely acknowledged that Gen Z possesses exceptional digital skills. Unlike previous generations, this is the first group of true digital natives who have grown up in a world where technology is an integral part of their daily lives. With smartphones, social media, and the internet at their fingertips since childhood, Gen Z has a unique perspective on technology. As a result, event venues must think outside the box when collaborating with them, incorporating technology in fresh and innovative ways. Utilising advancements such as 360-degree virtual venue tours, virtual reality experiences, interactive displays, and other immersive technologies can create an environment that fosters engagement and interest.

Hungry to Learn

A recent survey found that 44% of Gen Z respondents consider it essential to achieve great success and be recognised for their accomplishments. This is higher than the percentage of millennials, Gen X, and boomers who feel the same way. With Gen Z just starting their careers, they are eager to learn and expand their skills. As a result, Gen Z event planners are always searching for new, innovative ways to plan and execute events. To help these young professionals stay ahead of the curve and bring fresh ideas to the table, we should provide a supportive environment that encourages knowledge-sharing, networking, and learning.

A Social Conscience

Gen Z is a generation that is passionate about advocating for social change. According to a 2023 Gen Z and Millennial Survey, concerns about climate change significantly impact their decision-making, ranging from family planning and home improvements to what they eat and wear, as well as career and workplace choices. For event planners looking to improve their green credentials, partnering with a venue prioritising sustainability is usually the first step. There are many ways to incorporate sustainability into your offering, from adopting eco-conscious infrastructure to fostering collaborations with sustainable suppliers. Offering event solutions that tick the green box but also cater to their love of tech, such as engaging event apps or unique digital experiences, is another excellent way to grab Gen Z’s attention.

Fuelled by Creativity

Gen Z is a generation known for its exceptional creativity and innovation. To truly engage them, event venues must provide an environment that nurtures their imaginations and allows them to unleash their full potential. This can be achieved by offering flexible event spaces that can be easily adapted to suit different themes. As we’ve mentioned, Gen Z is inherently tech-savvy, and providing them with the tools and resources for interactive experiences is essential. From immersive augmented reality installations to state-of-the-art audio-visual equipment, venues should be ready to facilitate technological innovation, enabling Gen Z to push the boundaries of what’s possible in event design and execution.

To summarise, the rise of Gen Z event planners is pushing a wave of change through the events industry. To win over this discerning demographic, venues and industry suppliers must take a technology-first approach, offer opportunities for learning and skill development, prioritise sustainability, and provide a creative environment that nurtures their imaginations. Are you ready to ride the wave and unlock your full potential? Get in touch with your Encore representative today and let us show you how we can support you.


Leave a comment