By 2030, Generation Z will make up 30% of the workforce — and already, this generation of digital natives accounts for a large portion of event organizers’ prospect pools. That means this is the time to take a long, hard look at your event marketing and ensure that it delivers the authenticity Gen Zers prize. Here are a few ways to make sure you’re set up to attract a zoomer audience (and keep your event growing in the midst of a massive workforce shift).
Define & Articulate Your Event Values
Putting thought into what your event stands for — and how you’re conveying that message to your audience — is arguably the best place to start when it comes to ensuring authenticity. Values like a commitment to DE&I, sustainability, social justice and women’s rights resonate with Gen Z. But be prepared to walk the walk, not just talk the talk. For example, instead of saying your event “is eco-friendly,” give specifics about how you’re supporting that claim — maybe you chose a green catering option, plan to offer sustainable giveaway items like reusable tote bags or partnered with organizations specializing in carbon offsetting programs. Those details matter to Gen Z audiences.
Earn Their Trust
Gen Z is more skeptical than other generations, and it makes sense why — growing up with digital filters and misinformation as norms would instill a desire for proof. Despite this, a 2022 Freeman + Edelman Thought Leadership Quantitative Analysis has good news for sponsors and exhibitors: All generations said they trusted a company to do what is right following an interaction at an event.
Building trust involves taking accountability for mistakes, transparency and providing evidence for your marketing claims. Evidence can come in the form of data (with verifiable sources) or even testimonials. Social proof is also useful, especially when it’s offered in a short video format and in the subject’s own words.
Focus on Community
Gen Z values meaningful connections, and fortunately, social media offers plenty of opportunities to build those bonds. Engaging with your audience on social channels, encouraging attendees and exhibitors to share their experiences and featuring user-generated content all helps create a community of authentic event advocates. Partnering with influencers who align with your event’s and your audience’s values is also an effective way to reach younger prospects.
Humanize Your Messaging
You don’t need to know how to use terms like “say less” and “that feeling when (TFW)” to resonate with Gen Z. But you do need to be conversational and real — even in a B2B event space. And visuals like images, emojis, videos and GIFs should be seen as key parts of your messaging, not supplements to it, as Gen Z is drawn to visual content.
