As the events industry continues to evolve, understanding the expectations and preferences of the next generation of professionals has never been more crucial.
Corporate event planning agency, Go Gather, recently conducted a survey of 57 Gen Z professionals to uncover what truly matters to them when attending conferences. Their insights reveal a generation that craves authenticity, connection and experiences that break the traditional mold.
To delve deeper into the findings, Conference News spoke with Brian Kellerman, partner and CEO at Go Gather, about the survey results and what they mean for the future of events and conferences.
Here are some of the key insights uncovered by Go Gather’s research—and what they suggest for event planners looking to successfully engage Gen Z attendees.
1. Gen Z prioritise experiences over traditional conference formats
The survey found that Gen Z doesn’t want a standard conference with endless hours of back-to-back powerpoint presentations. They crave memorable, immersive, and shareable experiences that make an impact.
Your event should be visually appealing and provide opportunities for hands-on engagement. 64% of attendees prefer immersive experiences. They want “Instagrammable moments” that curate experiences that feel unique and worth sharing with their peers.
Gen Z also values adventure and discovery, preferring behind-the-scenes access and interactive sessions over passive learning. They want to walk away with tangible skills, new perspectives, and meaningful connections.
Kellerman says: “The key takeaway is that Gen Z has leaned heavily into seeking more personalised experiences. They’re looking for meaningful connections and value face-to-face time highly — maybe not more than other generations, but especially post-pandemic, there’s a renewed enthusiasm for in-person connections.”
He adds: “It also relates to where they are in their careers — many entered the workforce during the pandemic and missed out on early networking experiences. So there’s real excitement around creating and sharing meaningful experiences at events.”
2. Networking preferences: keep it casual and purposeful
The survey found that Gen Z prefers casual, organic ways to connect.
In terms of networking at events, happy hour events are the most preferred setting (49%), as they allow for natural conversations in a relaxed environment. Casual meetups in lounge areas are the next preferred setting (23%), offering an informal way to connect over coffee and snacks.
Breakout sessions which provide topic-driven conversations with like-minded professionals are only preferred by 16%, whereas exhibit halls are only preferred by 12%, meaning they are not the primary focus for networking.
It also found that Gen Z has mixed feelings on ice breakers, with 63% finding them ‘okay but sometimes awkward’, 25% enjoying them as a way to connect and 12% saying they would rather skip them altogether.
Gen Z prefer to have options for both structured and unstructured networking.
3. Content and learning: engaging, interactive and self directed
The survey found that Gen Z prefers peer-to-peer learning over traditional lectures.
They value sessions led by content creators and industry professionals who can can share real-world insights.
Gen Z largely prefer hands-on demonstrations and live simulations (53%) whereas only 25% prefer interactive workshops and breakout sessions and only 12% prefer keynote speeches from leaders.
Attention spans also vary:
- 30-45 minutes with interactivity (58%) is the sweet spot.
- 15-20 minutes of short, impactful content (35%) works well.
- Only 7% are willing to engage in hour-long sessions (if they are highly engaging).
75.4% of respondents prefer a mix of self-directed and planned experiences, whilst 22.8% want full control over their itinerary.
Kellerman says: “Compared to my generation, there’s a big shift. When I was starting out, if I wanted to learn from an expert, the only real options were to attend a course or an event. There was no YouTube or easy online access to expert content. Keynote speakers were a huge draw because that was often the only chance to hear from a thought leader. It was very much a one-way communication model — you’d listen and maybe ask a question if you were lucky.”
He continues: “Gen Z, however, is used to much more interactive experiences. They’ve grown up commenting on videos, posting on social media, and engaging in discussions online — and they expect that same level of interaction in person. They don’t just want to consume content; they want to participate in it.”
4. Health, wellness and food preferences
The survey found that wellness-focused offerings are a top priority for Gen Z at conferences.
With Gen Z drinking less alcohol than previous generations, non-alcoholic options and wellness beverages are essential. In fact, 26% want access to mocktails, while 53% prefer specialty teas and coffees to fuel their day.
When it comes to food, Gen Z expects healthier, locally sourced options, with 23% seeking fresh, health-conscious meals and 35% wanting to experience regional cuisine. Dietary inclusivity is non-negotiable — one-size-fits-all menus simply won’t meet their expectations.
5. Event structure: a balance of structure and free time
Gen Z prefer an equal mix of structured activities and free time (70%). Only 2% want a highly unstructured event, while 28% lean toward mostly structured agendas with some downtime.
For evening activities 53% enjot entertainment like live music or comedy, 28% prefer casual networking mixers and 19% need downtime after long event days.
Kellerman says: “The desire for more free time suprised me. Gen Z attendees really value the chance to explore the local area and have casual, authentic interactions with others.”
He continues: “Another surprise was that overly structured activities, like icebreakers, often feel awkward to them. Even though they want meaningful connections, it has to feel natural and authentic — not forced.”
6. Sustainability and authenticity are non-negotiable
Sustainability is a growing priority for Gen Z, but they’re also critical thinkers who value authenticity over performative gestures.
While 63% say sustainability is important, they want real, impactful initiatives rather than surface-level “greenwashing.”
Additionally, inclusivity matters:
- 10.5% are concerned about a lack of dietary, accessibility, or family-friendly options.
- 17.5% cite cost as a major barrier to conference attendance.
- 61.4% say sessions that feel irrelevant or generic are a major turnoff.
Kellerman says: “I think all generations will benefit. Even for people like me, we’ve adapted — we’re used to learning from experts online now, too. So when I attend an event, I’m also looking for more peer-to-peer interaction and real-world discussions. Flexible formats, more engaging content, beautiful food presentations — all of that appeals across age groups. These changes enhance the experience for everyone.”
Kellerman does however cite logistical and budgetary challenged to catering events towards Gen Z. He says: “Logistically, creating more freedom and authenticity can be tough — event spaces have limitations. If you have 500 or 1000 attendees, you still need general sessions. You can’t entirely break away from that.”
He continues: “And it can be more expensive. More breakout rooms, more flexible options — they all add cost. So there’s a constant balance between creating the ideal experience and managing the budget.”
In conclusion, Gen Z are redefining what it means to attend a conference. They want purpose, connection and an experience that is worth their time.
Event planners should prioritise immersive, interactive experiences, casual and intentional networking, personalised event itineraries, wellness focused food and bevarage options, balanced structure and free time, authentic sustainability intiatives and peer led content and engaging activations.
