Planning Events for Generation Z

Posted by Cat Virca in Tips, Trends

The marketing industry has a continuous fascination with Millennials. They have a significant impact on the economy, but the often-overlooked Generation Z is also on the rise. Danna Schwerdt, Creative Marketing Specialist with Underboeck Software International, reveals how Generation Z will change the event marketing landscape.

Generation Z began in the mid-nineties and is still growing. They make up about 26% of the American population, and are quickly moving into the decision-making and purchasing phases of their lives. Generation Z is cost-conscious like Millennials before them, but they focus more on value. The tech-savvy consumers look for delivery options, included services, and extra features in order to make efficient purchases.

Younger generations put less emphasis on brands than they do the experience. Research shows that Generation Z is more likely to spend money on a product or experience that can be shared on social media. They will gravitate towards concerts and festivals, indicating a strong future for the events industry.

In order to capitalize on this new market, event managers need to adapt to the changing audience. Event planners should consider an “all-inclusive” venue ticket with a reasonable price point to draw younger attendees. Generation Z is also moving away from email communication and paying more attention to push notifications. Social and technological advances are key factors in planning events for the new generation.

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