Engaging a New Generation

For the newest generation of professionals, corporate events aren’t an assumed part of working life. Many began their careers in the middle of the remote-work revolution, where efficiency was king but connection often got lost. They’ve seen how inhumane, reflexive attendance culture can erode purpose, but they’ve also felt the frustration of brainstorming over Zoom and trying to build trust with coworkers they’ve never met.

This generation doesn’t bring baggage about how events "used to be." That’s a gift—and a challenge. If done right, their first encounters with in-person events can be transformative. We have the chance to set a precedent that events are more than just logistical boxes to check—they’re platforms for growth, collaboration, and shared purpose.

Here’s how to design events that resonate with a workforce just starting to learn what events can offer.

Show Events Are Worth It from Day One

To engage a skeptical generation, events need to prove their worth immediately. Forget fluff. Skip the performative networking. Every agenda item should answer the same question: What’s the point of being here, together, in this room?

Create Moments They’ll Remember: Shared, in-person experiences that can’t happen remotely—live, unscripted conversations between industry leaders, workshops where you leave with something you built, or even small moments like a panelist going off-script to share hard-earned truths. The goal is to show that what happens in the room could never happen anywhere else.

Balance Efficiency with Depth: While remote work taught this generation to value time, an in-person event isn’t about speed. Pair concise, high-value presentations with long-form workshops or creative brainstorming sessions. Don’t waste their time—but show them how valuable their time can be when used right.

Redefine What Participation Looks Like

For a generation new to professional events, inclusivity means more than welcoming them in the door. It’s about creating spaces where every kind of person—introverts, first-time attendees, junior staff—feels like they belong and can contribute.

Events Are for Everyone: Break down hierarchies by introducing unconferencing sessions where attendees set the agenda, or small-group breakouts where even newcomers can find their voice. Stop designing networking as a battle for who can hand out the most business cards. Instead, make it about working together to solve real problems.

Technology as a Force Multiplier: Use tech not to dazzle but to deliver. Virtual breakout rooms for remote participants, real-time polls that influence the session direction, and asynchronous content for those catching up later all create a broader sense of involvement and accessibility.

Break the “Wasteful Event” Myth

Corporate events often carry a reputation for waste—single-use everything, swag bags destined for landfills, and high-carbon travel. But events can and must buck that stereotype, especially for a generation deeply committed to sustainability.

Sustainability as a Feature, Not an Afterthought: Start with simple, visible changes: compostable name tags, digital agendas, and reusable staging materials. Then go deeper: prioritize venues with green certifications, offer plant-based catering, and eliminate single-use plastics. Finally, communicate these decisions in ways attendees understand—every choice should add up to show how your event reflects their values.

Show Your Work: Include real-time dashboards tracking carbon offsets or waste reductions so attendees see the impact their participation makes. Transparency matters, and numbers resonate.

Prove Events Are Worth It

For a generation trained to respect data, we must be ready to prove what an event delivered. Measurement isn’t just an afterthought—it’s a tool to show that these gatherings aren’t just nice-to-haves.

Real Metrics, Not Anecdotes: Track attendance and engagement in tangible ways: QR codes that track session participation, app-based feedback that drills down into which sessions moved the needle, and interactive analytics dashboards that share insights with attendees.

The ROI of Shared Experience: Pair numbers with stories. Highlight teams that bonded over a design sprint or individuals who left inspired enough to start something new. Events aren’t just about what’s taught; they’re about what’s sparked.

The Opportunity to Build a Culture

We stand at a moment of opportunity. For this generation, events aren’t yet synonymous with wasteful flights and shallow schmoozing—they’re a blank slate. This is our chance to create a generation of professionals who see events as powerful, transformative spaces.

Every successful event reinforces the idea that coming together—in person or thoughtfully hybrid—has a purpose: to learn, to grow, to connect. The way we design today’s events shapes not just how this generation works but how they collaborate and innovate for years to come.

The question isn’t just, How can we make events better? It’s, How can we make events something this generation loves, values, and demands?