A recent report by ICC Sydney highlights what matters most to Gen Z in the events they attend—offering vital insights for associations aiming to future-proof their conferences and congresses.

A recent report by ICC Sydney highlights what matters most to Gen Z in the events they attend—offering vital insights for associations aiming to future-proof their conferences and congresses. According to the findings, Gen Z places high value on novelty, personalization, and experiences that align with their social and professional purpose. This generation expects events to go beyond traditional formats. Instead of passive attendance, they seek interactive, immersive, and socially meaningful experiences. They are also highly sensitive to authenticity—favoring real stories, peer-led content, and inclusive platforms over corporate jargon. 

For associations, this signals a shift: engaging younger members now requires curating event experiences that reflect Gen Z’s need for purpose, identity, and interaction. ICC Sydney’s CEO Geoff Donaghy notes that this generation is “shaping the future of events”—and venues, organizers, and associations must evolve in tandem. 

In addition, Gen Z favors events that reflect values such as sustainability, DEI (diversity, equity, and inclusion), and tech-enabled personalization. Associations designing annual meetings or conventions can tap into these expectations by integrating ESG-aligned practices, storytelling formats, and participatory workshops. 

Ultimately, associations must not only meet Gen Z where they are—but also invite them to help shape event content and delivery. Doing so strengthens long-term engagement, relevancy, and member retention. 

As associations look ahead, these insights offer a practical roadmap to ensure their event strategies remain aligned with the values and expectations of the next generation of professionals.