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NextGen Is NowGen … and They’re Rewriting the Rules

mdg vice president, strategic account management Emily Golding will lead a webinar in partnership with the Society of Independent Show Organizers (SISO). Details can be found on the SISO website and below.

September 30, 2026
11am ET

The Non-Attendee Problem: What the Research Says and What Leadership Has to Decide
The next generation of event attendees isn’t emerging anymore. The NowGen is here, and they’re already reshaping in-person events and commercial expectations. Digitally native, values-driven and eager to connect, they behave differently, expect more and have less patience for formats that don’t serve them. 

This webinar unpacks what Freeman’s research tells us about how NowGen attendees think, choose and engage. Because if the way you’re acquiring and retaining your audience hasn’t changed, but your audience has — that’s a gap that only gets harder to close.

Emily is vice president, strategic account management at mdg. As the trusted leader of mdg’s San Diego and Chicago account services teams, she is a strategic marketing problem-solver who believes that a flexible balance of creativity, logic and innovation is key for delivering the mdg brand promise to her clients.