How to organize unforgettable corporate events for 5 generations

Why take different generations into account at events?

Historically, many corporate events have been designed around the habits of older generations. Think long plenary sessions and a formal seated dinner. But according to Freeman's Event Organizer Trends Report, as much as 75% of your event attendees will consist of Millennials and Gen Z by 2030. And that is a huge difference!

But using generations as a blueprint for your event is dangerous. After all, you don't want to stereotype. Still, you can gain useful insights from it. You can compare it to a marketing persona: it isn't absolute and simply gives you an example profile from your target audience, but it can be a handy tool to put yourself in your attendee's shoes and see where needs and preferences might differ. For example, you could consider more interactive sessions for younger audiences, or account for differences in media usage before, during, and after your event. Treat your assumptions here as hypotheses that you actually test. They are not "golden rules."

So, do you need to design a separate program for every age group? Definitely not! If we have seen one trend clearly emerge, it is a flexible and human-centered event setup. Ideally with modular event programs. That way, there is something for everyone.

What are the main characteristics of the five generations?

The names, years, and points these generations are said to value.

What generational differences do you see at events?

Below are examples of where the generations can differ. This, in turn, provides inspiration for a few practical points you can take into account in your operations. We have listed a few examples for you:

• Pace and program structure
  Younger generations have a shorter attention span and are quicker to skip formal downtime, such as a long, mandatory lunch, to take their own moments to rest. Research from EventMarketer shows, for instance, that 61% of Millennials and Gen Zers expect to skip some sessions at events, compared to 31% of the Boomer generation. Older generations, on the other hand, appreciate a clearer, more tightly structured program with fixed rest moments.

• Networking versus community
  While Gen X and Boomers often network with a specific goal in mind, like exchanging business cards for direct business, Gen Z looks more for a fandom or community feel. They want to connect with the identity and values of the event.

• Personalization and privacy
  Millennials and Gen Z expect a personalized experience. An agenda they can create themselves via an app is a no-brainer for them. Boomers, on the other hand, are often more hesitant to share the data needed to make personalization possible.

Where generations find common ground

What are typical preferences we see across generations? Spoiler: there is quite a lot of common ground. Across the board, from Boomer to Gen Z. Consider, for example:

• Micro communities: People want to meet people with similar interests in smaller, intimate settings instead of massive networking mixers. This trend also featured in our trend report last year.

• Relationship between event value and personal intentions: Attendees increasingly arrive with a clear intention and goal. They attend events where the value is clear, and they skip sessions more often if they feel those don't align with their goals. Freeman therefore emphasizes that it is important to communicate event goals and what the day itself will look like.

• Subject matter experts: In relation to the point above, increasing value is placed on real subject matter experts. Attendees indicate that gaining new knowledge is seen as true added value, 84% of corporate event attendees marked this as important.

• Authenticity: Real, unpolished stories from speakers win out over slick sales pitches.

• Local culture: Events that integrate the local atmosphere and culture consistently score higher on experience. Think of local catering, for example.

• Facilitated networking: Networking based on personalization and shared interests is gaining ground across the board.

• Active participation: Interactive sessions, which hold attention longer, are also growing in popularity.

What you see here is that a human centered approach, along with offering real value, works for everyone. Genuine connections and real experiences are timeless.

Why it is never that black and white

If you think you have figured out the generations, unfortunately, there are always contradictions that complicate things. An example? Sustainability versus price.

We often assume that Gen Z is the absolute front runner when it comes to being green and sustainable. After all, younger generations are known for a high degree of sustainability awareness, and terms like greenwashing frequently pop up in the media. Yet in the data, you see an attitude behavior gap, a difference between what someone says and the actions they actually take. Shopping at fast fashion giants like Shein is also incredibly popular, partly due to speed and convenience, but also because it is a price conscious choice. For example, previous research by SGK showed that 72% of Boomers are willing to adjust their behavior for sustainability, compared to 58% of Gen Z.

What does this mean for your event? A Gen Z attendee might applaud a sustainable event, but when push comes to shove, they might still choose the cheapest (and least green) mode of transportation. Meanwhile, a Boomer might actually allocate budget for a carbon neutral trip, whether from a personal or organizational perspective. So always look beyond the surface and do not let yourself be limited by this data. 

How do you organize an event for different generations?

All that psychology is great, but how do you translate this into practice? Good news, there are actually plenty of practical examples to be found. Here are a few:

• Offer a flexible and modular program: Let go of the idea of a single mandatory schedule. Offer parallel sessions, vary the length (from 15 minute bites to hour long deep dives), and let attendees design their ideal day themselves. That way, there is something for everyone.

• Create micro communities: Set up specific, smaller spaces where people with a shared interest or role can meet. That allows connections to form naturally.

• Introduce choices: For instance, work with an optional eco fee during ticket sales. This gives attendees control over their own impact, fitting their budget and values.

• Take interaction seriously: Offer various interactive moments during your event so attendees can contribute to the program themselves and truly become part of it. Bonus: moments also become more shareable this way.

• Communicate clearly and purposefully: What added value do your attendees find at the event? What can they learn or who can they meet? What will their day look like and what do they get out of it?

• Provide relevant networking options: Whether it involves shared interests, job titles, or something else. People often want to connect over a shared theme or interest. 

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