Generation Z is on the rise, bringing fresh energy to the events industry. They consume, communicate, and work differently than any generation before them. But how can event managers and companies truly engage these digital natives as guests and employees?

WHO IS GENERATION Z?

Gen Z includes those born between 1997 and 2012. They’ve grown up with smartphones, social media, and constant connectivity. For them, it's no longer "Mobile First" — it’s "Mobile Only." Their attention spans may be shorter, but they are highly multitasking and hungry for information. They consume content at lightning speed and value interactivity and direct communication.

This generation prioritizes individuality, social justice, and sustainability. Authenticity and transparency are essential – whether in brand messaging or event experiences. Companies that fail to embody these values (or only scratch the surface) will struggle to capture their attention.

GEN AS EVENT ATTENDEES: WHAT DRAWS THEM IN?

1  Communication & Promotion

• Traditional event promotion via email? Not interested. Social media, short videos, and real-time updates? A must. And the content should be authentic, entertaining, and tailored to the audience.
• Gen Z often registers last minute, so the sign-up process needs to be seamless — no long forms, no unnecessary barriers. The easier, the better.
• Interactive promotional elements like polls, countdown timers, and exclusive pre-event content build anticipation and strengthen the connection with the event. Creating a community before the event even begins is key to success.

2  Event Formats & Content

• Long lectures? Out. Instead, peer-to-peer learning, interactive workshops, and inspiring content creators as speakers are in — practical, relevant, and full of real insights rather than empty buzzwords.
• Flexibility is everything: attendees want to choose their own learning paths, switch between formats, and experience events in a way that suits them best. Hybrid elements, interactive tools, and on-demand content make all the difference.
• Instagrammable moments, visually appealing setups, and standout highlights aren’t just decoration — they're essential for an event’s reach. Gamification elements like challenges and interactive features keep engagement high and make the experience more fun.
• Networking no longer happens just over coffee breaks. Digital matchmaking apps, community forums, and spontaneous online discussions offer real opportunities to connect — effortlessly, from anywhere, and in a personalized way.

3  Event Venues & Sustainability

• Traditional conference hotels? Nice, but nothing special. Gen Z looks for unique venues with character — places that tell a story or offer a special experience. Rooftop locations, industrial spaces, and nature-based settings are especially popular.
• Sustainability is not just a "nice-to-have" — it’s a deal-breaker. Zero-waste concepts, plant-based catering options, and carbon-neutral events aren’t just appreciated; they’re expected. Companies and organizers who take sustainability seriously need to go beyond greenwashing.
• Transparency matters: Those who genuinely embrace sustainability should communicate it clearly — from CO₂ reduction measures to local partnerships and sustainable giveaways. A credible strategy builds trust and ensures long-term relevance.

GEN Z AS EMPLOYEES: NEW EXPECTATIONS FOR EMPLOYERS

Mindset & Expectations

Gen Z strictly separates work from personal life. Work-life separation, not just balance, is their motto. Fixed structures and rigid hierarchies? Unattractive. They seek flexibility, diversity, and meaningful work. At the same time, they value security and fair pay — setting them apart from Millennials. Work isn’t just a means to an end; it should provide personal fulfillment.

In the fast-paced, high-pressure events industry, modern and flexible structures are crucial for retaining young talent. At VOK DAMS, we’ve embraced flexibility and personal responsibility for years. Our experience shows that open structures, creative freedom, and hybrid work models align perfectly with what Gen Z expects from an employer.

Five Tips for Attracting Gen Z Talent

1  Digitale-First Recruiting: Use LinkedIn, Instagram, and TikTok as hiring platforms. But it’s not just about job postings — it’s about employer branding through authentic insights into daily work life. Sharing experiences from our trainees, for example, helps potential candidates picture themselves in our agency. 🤳

2 Clearly Communicate Values: Companies must be authentic and actively support sustainability and diversity. Employees want to identify with their employer and make a real impact. At VOK DAMS, we emphasize transparent communication and an open company culture. 🌈

3  Mentorship over Hierarchies: Coaching and personalized development are key. Young talent expects regular feedback and wants to be actively involved in decision-making. Our experience shows that mentorship programs are an effective way to transfer knowledge and retain young employees. 👥

4  Offer Flexibility: Hybrid work, job rotation, and creative freedom are in demand. A rigid 9-to-5 schedule is outdated. Especially in the events industry, where busy and slow periods vary, we benefit from flexible work models. 🕑

5 Establish a Feedback Culture: Frequent, short feedback loops instead of annual reviews. Gen Z expects open, transparent communication and the ability to contribute their ideas. We implement weekly check-ins and open discussion rounds to create a dynamic, learning-driven work environment. 💬

THE FUTURE OF EVENTS IS DIGITAL, SUSTAINABLE & INTERACTIVE

To win over Generation Z, companies must rethink their approach. This generation demands authenticity, purpose, and digital engagement. Organizations that meet these needs will not only attract loyal event attendees but also dedicated employees. Now is the time to set the course for the future of the events industry!

Need support in creating and executing exciting events? No matter your target audience, our event experts are here to bring your brand to life.

Want to join our amazing team? Check out our job openings — we’d love to hear from you!

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