Attracting Gen Z to your Corporate Events

Generation Z – those born between the mid-1990s and 2010 – is an intricate and still growing group with unique characteristics. It is estimated that Gen Z amounts to 32 % of the global population and that they will outnumber millennials – born from 1980 to the mid-1990s – by some time in 2019 (see Bloomberg 2018). It is important that our industry takes Gen Z’s entry into the workforce into account as they might already be part of the target audience in (corporate) meetings, events and communication campaigns. And if the target audience of meetings and events consists of this young generation some adjustments in the way we think about campaigns, meetings and events is required. For this reason, we will take a close look at the characteristics of this generation.

This growing generation takes a very different approach to life and work compared to the other generations: distinctive in their learning methods, workplace expectations and behaviors. Gen Zers, for example, are self-learners and are more “comfortable absorbing knowledge online than in traditional institutions of learning”, which ultimately means that meeting designers need to create a learning environment where this self-learning aspect is incorporated as well.

Gen Z is here, and it’s time to get to know them

Even though Gen Z is the demographic cohort that comes after the millennials (“post-millennials”), these two generations have different characteristics (see for example WEF 2019. A tangible example would be the statement of a blogger (V. Rao): Steve Jobs represented the premium brand that millennials aspired towards, while Gen Zers identify more with Elon Musk’s “relaxed-playfulness-amidst-weirdness”.

These “authenticity seekers” have grown accustomed to a world of instant gratification (see Business Insider 2018). They expect an environment that delivers an anticipatory, fast and seamlessly digital experience deeply intertwined with physical experience – and if it doesn’t, they’ll just move on to one that does (see AdAge 2019).

So, let’s get to know this generation according to their characteristics, summarized in WHASEF: Weird, Human, Autonomous, Secure, Experiences and Fast. How do we connect with them?

Weird

They like “bizarre”, are eager to stand out, and value authentic content. Often coming with a raw and self-deprecating sense of humor, they move away from artfully staged perfection and the notion of curated content in favor of “messier” content with more unfiltered communication.
Action point: We have to make them feel represented with authentic and real personalities they can relate to – while keeping in mind that Gen Zers are accustomed to meeting experiences in which tech integration is key. Since they are eager to stand out, they could act as unconventional yet skilled business meeting facilitators for internal content-based sessions, workshops or events.

Secure

Gen Z values honesty and integrity when, for example, personal data are collected, but at the same time they would prioritize a personalized experience over privacy. They expect a seamless, trustworthy and consistent experience across every screen and on every channel.
Action point: In order to drive highly personalized content we have to be as transparent as possible when it comes to data usage (see IBM 2018).To earn the trust of this autonomous generation, we need to have “safe, secure and swift means for them to manage their personal data”.

Fast

They prefer shorter and more informal communication, possess tech-savvy and screen-obsessed behavior and live constantly under the online influence. Responsiveness and flexibility are key.
Action point: We need to talk with them as they can bring valuable insights that help us sharpen, for example, the meeting and event experience design. Participant-driven meetings & events (also known as an “unconference”) will appeal to them. We should embrace a “co-creating” culture to cater to their autonomy; remember, this is a “post-internet generation”, they do not simply join an event & meeting – they like to help create and shape it.

Autonomous

They are fully self-directed and demanding, and are likely to be the “most entrepreneurial generation ever”. They demand more control over the overall experience and expect it to be technology-fueled.
Action point: Another way to approach them: YouTube, Instagram and Snapchat are currently their preferred social media tools (see Criteo 2018). For example, we can engage and collaborate with micro-influencers (read: role-models) to find out what words, characteristics or sessions resonate the most with them. We will then go beyond a mere sales presentation to a compelling digital campaign or event story for this particular audience.
Furthermore, we have to be aware of the eight-second attention span. They will fight to stay online as they have been digitally connected their whole lives (read: Fear Of Missing Out – FOMO). But we can enchant them at a conference or a corporate event through short videos and powerful visuals with downloadable capabilities, whether for pure information or for keeping an active professional social media presence.

“They are very physically pragmatic digital natives and know no borders” TEDx Talk Jason Dorsey, a Gen Z consultant and researcher

Another approach to this tech-savvy generation (around half of them spend 10 hours a day online): we might also consider tech-powered solutions to create a unique experience for this generation – for instance “high-tech gaming devices such as VR and AR to attract them to business events”. Finally, we can use AI chatbots to meet the need for immediate feedback – whether online or offline – at live B2B events. When these technologies are used correctly, they can truly impact Gen Zers and make them want to come back for more.

“79 percent of Gen Zers are interested in virtual reality and 76 percent view ‘responsiveness’ as a metric of a brand’s ‘authenticity’ ” John Wheeler, Contributor, Gen Z Insights

Human

Gen Zers are the first truly global generation, they are more compassionate and trust people more than brands. They care about their impact on the world around them and strongly value equality.
Action point: Let’s be mindful of sustainable thinking and environmental awareness at every step. When developing the event strategy, we can place an emphasis on powerful corporate social responsibility (CSR) initiatives. We can for instance establish a policy of giving back by supporting a minority group or a cause that this emerging socio-economic powerhouse care a lot about. Another important action is to ensure that our suppliers, venues and partners are integrating sustainable approaches that make our business events greener.

Experiences

Although Gen Z is the first generation of true digital natives, they crave meaningful offline experiences and personal relationships as well. They are also “prioritizing building quality friendships over a quantity of e-quaintances” in the virtual world. Research shows that in a working environment, 74% of Gen Zers prefer connecting “with colleagues face-to-face than via other formats”, but in this case face-to-face does not mean an in-person experience but rather using a digital method (mobile-first technology)¹ .
Action point: Experiential marketing is highly important when we have Gen Z as our target audience. For example, in the case of a corporate meeting & event, we must create an experience filled with real, authentic and digitally engaging content along the way – i.e. before, during and after the meeting.

Do you want to know how to adapt your meeting or event program or implement your internal communication meetings for multi-generational audiences, while attracting the youngest demographic in the corporate space? Contact us today to schedule a meeting!

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¹Mobile-first is a business strategy that puts devices first such that smartphones, tablets and task-specific apps are employees’ primary working tools.