We all know there's a generational shift among event attendees.

I've talked about the changing attendee experience over the last few years (decades).

Events, and how people engaged with them, went on this journey:

Event as product -> event as service -> event as emotional engagement -> event as experience -> event as transformation.

When I started out, delegates were men-in-suits largely and we treated them basically as their job.

Different times.

Participants are people, consumers, individuals first.

And while Boomers and Gen X-ers may have a more traditional approach, there are new kids on the block.

Millenials and Gen Z are "next gen event goers" (NGEG) according to the Freeman Trends Report.

We need to design events that understand NGEGs and their desires - which I think we all have, deep down - for personal connection, impact and purpose, authenticity.

Compared to other channels - marketing, advertising, social - events are real. They can't be GenAId.

In our tech-led world, in-person events are the last bastion of real, personal, connection.

In-person events create trust. Relationships. Authenticity.

The recent EY report on Gen Z highlighted how authenticity is the most important value for Gen Z.

Gen Z values extend beyond individuals themselves. They want everyone to be empowered to be their authentic selves.

And they want authentic experiences.

Live events. That's what they do.

And that's why corporates and non-profits are betting the farm on in-person events right now.

In-person events are authentic.

They're the only channel where all the noise is stripped away. And the signal, the in-person connection, conversation, community.

That's where the magic happens.