Insights

The Next Generation Doesn’t Need a Different Event. They Need a Better Way In.

By Ariana O’Rourke, associate director, social media

I recently moderated a panel at Freeman’s Inside LIVE DC with Nicolette Starr of Money20/20, Kyle Bixby of the American Society of Cataract and Refractive Surgery (ASCRS) and Romi Zachar of the National Defense Industrial Association (NDIA) about what the next generation — or what Freeman calls the “now gen” since they’re already attending — wants from live events. It was my first time moderating, and a few hours before we went onstage, we sat down with the questions I had written. Some immediately sparked conversation. Others prompted silence or confusion … so I rewrote them.

That experience ended up mirroring one of the biggest ideas that came out of the panel itself: You can make assumptions about what people need, or you can create enough space to find out.

The conversation was less about what makes younger attendees fundamentally different and more about how event marketers can make connection, participation and community easier to access. Here are the key takeaways that came out of it. 

Give People More Ways Into Community

Structured networking came up repeatedly because not everyone arrives with the same comfort level, network or experience.

That can look like:

  • First-timer meetups
  • Guided introductions
  • Networking around shared topics or challenges
  • Smaller-group options alongside larger receptions

The panelists also emphasized that a valuable connection does not have to last forever. Sometimes a 15-minute conversation is exactly what someone needs in that moment.

Takeaway: Create more entry points into connection instead of relying on one version of networking.

Create Reasons to Participate

Starr shared how Money20/20 uses coins attendees can earn and exchange for exclusive merchandise. Someone might receive one for asking a great question, joining an activity, introducing themselves to someone new or otherwise engaging in a way the team wants to recognize.

What makes the idea work is that the reward gives people an extra reason to participate and, sometimes, to push a little outside their comfort zone.

Takeaway: Use incentives to encourage the behaviors that make the event more engaging and connected.

Let Attendees Show People Why It’s Worth Coming

Social media came up often as a way younger audiences decide whether an event feels worth their time. Seeing a friend, colleague or someone in their network enjoying the experience can carry more weight than polished promotional content because it feels like proof from someone they trust.

For event marketers, that means creating more opportunities for attendee advocacy by capturing real reactions, amplifying attendee stories and designing moments people will naturally want to share.

Takeaway: Give attendees something worth talking about, then make that advocacy visible.

Make the Value Personal

The panelists talked about celebrity speakers having less pull on their own. A big name might get attention, but younger attendees are more interested in understanding what they will actually get from the experience.

Lead with:

  • What will I learn?
  • What will this help me do?
  • Why is this worth my time?

Takeaway: Sell the outcome, not just the name.

Design for People, Not One Version of ‘Next Gen’

Age alone does not tell you what kind of event experience someone needs. Personality, career stage, confidence and familiarity with the event can matter just as much.

Ask:

  • Can people choose between structured and organic networking?
  • Can a first-timer quickly figure out where they fit?
  • Are there clear ways to participate?
  • Can someone find value without already knowing the unwritten rules?

All three panelists spoke about how much events and industry communities have contributed to their own careers. The value is there. The opportunity is making it easier to access.

Takeaway: Give people multiple ways to succeed within the same event.

What This Means for Event Marketers

Younger attendees still want connection, learning, professional growth and experiences worth showing up for. Event marketers can make those things easier to see before the event and easier to access once someone arrives.

And one final takeaway that came up more than once: Puppies work. They provide an easy reason for attendees to stop, interact and start a conversation, especially when the experience is built thoughtfully with shelters or other ethical organizations.

Ultimately, it comes down to this: Give people more ways into the community, create experiences they will want to talk about and, when the opportunity presents itself, bring puppies.