Copy-and-paste conference programmes will sound the death knell for business events, a new survey has suggested.
Almost two-thirds (65%) of Gen Z event goers said 'novelty' was the most important part of their event experience, according to the research.
ICC Sydney recently published its ‘RESPECT:
Shaping Events for Success’ report which sought to understand the views and
behaviours of Australians, how they engage with business and entertainment
events, and the growing demand for sustainable best practices.
The report revealed that 69 per cent of Australians attended local entertainment events and 46 per cent attended local business events in 2023, with high representation from Gen Z (aged between 12-27) at events.
Six key trends emerged from the report: Curated event exepriences, socially impactful events, sustainable means fo gathering, prioritising health and wellbeing, promoting human connection, and seamless intergration of technology.
The data showed that Gen Z values novelty (65%) and customisation (59%) in their event experience, while 62% of Gen Z respondents consider sustainable and environmentally friendly practices to be extremely/very important at an event.
Other key findings revealed:
- Two in three Australians (64% in total, or 72%
per cent Gen Z, 70% Gen Y, 65% Gen X, 51% Baby Boomers) place high importance
on an event’s ability to create an accessible and inclusive space for all.
- Almost half of respondents (46%) value events
that provide the opportunity for human flourishing, including contributing to
those in need.
- Events designed for inclusion and engaging local
comunities contribute to social impact – 52% valued inclusion of those with a
disability, 51% valued involving local communities, 41% valued showcasing local
culture, 40% valued inclusion of diverse genders and sexualities, 39% valued
creating a culturally inclusive space at events.
- Globally, sustainability is a key factor for 80%
of event professionals. A venue’s commitment to sustainability is a key
consideration, with 52.8% rating it as either extremely influential or very
influential when selecting a venue.
- Events that prioritise health and wellbeing are
extremely important to 55% of Australian respondents, particularly millennials
(64%).
- Gen Y (62%) highly values a seamless integration
of technology at events.
- Gen Z is the group that places the highest value
in opportunities to form new connections at an event (60% extremely/very
important). Additionally, Gen Z is twice as likely as their older Baby Boomers
counterparts to believe that social media is effective for promoting connection
at events.
Social researcher and demographer, Mark McCrindle, who worked on th research, said the local
results had the potential to shape future global trends.
“Australians have returned to events with fresh expectations. Our
quickly evolving society, culture, environment and technology are shaping their
outlook and sentiment. In particular, Gen Z seeks to engage with events in new
and immersive ways that prioritise human connection and social impact – all
these elements are already supported at ICC Sydney every day,” McCrindle
said.
