Millennials (born between 1981 and 1996) and Z (born between 1996 and 2012) are already filling our ballrooms with Gen Alpha not far behind. How can we make the next generation of attendees feel comfortable, not to mention the entry of young workers helping us create meeting magic?

We asked Claire Lester, senior design strategist with Maritz Design Studio, for tips that will benefit everyone in the crowd. Spoiler alert: Her research into this much-maligned demographic shows that the things they are asking for based on the unique times they grew up in and the way they were raised might end up benefitting everyone.

#1 Ditch the Labels

Gen Z doesn’t like labels. “They are super-sensitive about gender identification,” said Lester, who was born on the cusp between Gen X and Millennial, observed. You might want to take a page from southerners and adopt the inclusive “y’all” instead of “ladies and gentleman,” or worse, “you guys.” “They” is a safer pronoun than “she” or “he” and “we/ours” might be the gold standard going forward.

The same may be true for making assumptions based on age. David Allison, founder of The Valuegraphics Database, says age is not an accurate predictor of behavior. Stereotypes such as gender, age and race only apply a small percentage of the time. Instead, meeting designers have to understand the core values of their attendees.

Learn More: Finding Common Ground and Shared Values with David Allison

#2 Consider the “Why”

Gen Z is the first generation to live the merging of home and work. They demand straight talk from friends and brands. They want a healthy home and work life and that is having a positive impact on all generations.

Read More: What Does Success Look Like for Gen Z Planners?

“They want to know why on everything,” Lester said. That means you, as a meeting presenter, have to be prepared to answer the hard questions. “They are searching for authenticity; they are searching for  themselves,” she said. In fact, Gen Y (also known as Millennials because the oldest members became adults at the turn of the millennium) are sometimes called the “Me Generation” because self-realization and self-fulfillment were some of the aspirations they promoted. They want to know where they fit in.

Again, this desire for in-real-life (IRL) connection is being felt across the age ranges. In a world of fake news with images generated by AI, everyone is getting smarter about demanding authenticity and truth.

#3 Make Room on the Fast Track

Baby Boomers (born between 1946 and 1964) grew up believing you have to pay your dues. You grew knowledge through experience and time.

“It’s just not the same anymore,” said Lester. “Knowledge is available to everyone immediately. This generation doesn’t have to imagine things. They can look anything up.”

Gen Z and Millennials demand meaningful work and often expect to be promoted and given autonomy faster than some of their supervisors may have planned. But in the right circumstances, they can also be very loyal if the company answers the “why” question in words and action, according to Lester.

#4 Let Them Choose Their Own Event Adventure

Choice is a big priority for younger audiences. “Give people the opportunity to co-create content with you,” Lester suggested. The majority of sessions may be planned out, but let attendees learn from each other with self-created content that fits their schedule.

The days of back-to-back meetings won’t be tolerated anymore by any generation, Lester concluded.

#5 Encourage Bring-a-Friend Event Packages

Younger generations are intimidated about going to an event by themselves, according to the Maritz data. Instituting package pricing with buy-one-get-one (BOGO) free and two-for-one packages could help overcome that hurdle.

The team pricing also allows for more event mentorship to take place, something younger workers say they want.

The Gen Z-Friendly Event Solution

So how does this relate to events? Now that you have your five data-based strategies for attracting younger audiences and employees, how do you put the plan into action?

The challenge, Lester acknowledges, is that often we design events for our boss rather than our audiences. And often the executive team is older, male and not in need of special accommodations. They came of age with the understanding that value meant packing the days full of content and requiring everyone to attend every session. Free time, meant golf for the men and spa for their wives. Statistically, preferences don’t break down that way anymore.

The solution, she suggested, is to bring diverse representation to the table. Millennials are 40% of the business workforce today. That number could rise to 75% by 2026. If they are represented in proportionate numbers, we won’t be making decisions about what to offer on incentive trips and product launches that reflect the demands of the people attending.

“No one is really listening to them,” Lester said. She suggested changing things up one step at a time and getting feedback from this emerging attendee block.

For example, if we started considering the preferences of the next generation, we would see more wellness integrated into the workday and the conference agenda. “Millennials and Gen X are no longer willing to pause their lifestyle for an event,” Lester said. “It needs to be wellness their way, not necessarily 6 a.m. yoga.” They want to schedule the type of workout that is meaningful for them.

So, add some flexibility into the program and pick a property that has many wellness options available and your registration numbers will thank you.

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