Planners advised to take non-traditional approach to Gen Y events

Meetings expert tells corporate planners to adapt events to the needs of Generation Y delegates

Rob Davidson
Rob Davidson

Traditional conference programmes will fail to motivate Generation Y delegates, a meetings expert has warned event planners at the C&IT Corporate Forum.

During his presentation entitled 'Designing meetings and events for Generation Y', University of Westminster senior lecturer in business travel and tourism Rob Davidson said that planners needed to take a non-traditional approach to events aimed at delegates born between 1977 and 1995 (Generation Y).

"This generation is frightening because if you can't adapt your meetings to the needs of Generation Y, then they will stay away," he said. "The classic conference programme will not motivate these people."

The generation would respond well to communication via strong images rather than long written messages, frequent brief communications such as text messages that reminded them about an upcoming event, and provision of online information, said Davidson.

Green venues, CSR, and the opportunity to interact and contribute to the local community during events were also important to Generation Y delegates.

Planners should involve Generation Y delegates in pre-event work, Davidson advised: "If you ask them what speakers, destinations, venues and topics they want ahead of the event then they will feel ownership of the meeting and they will be on your side purely because you have involved them."

Although Generation Y were experts in electronic communication and should be engaged with in that media, they lacked natural networking ability.

Planners should come up with innovative and structured networking sessions for events aimed at delegates from that generation, said Davidson. "You will need to structure your networking sessions a bit more and give delegates a reason to approach complete strangers and talk to them," he said.

 

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Deadline extended for the C&IT Awards Americas

Deadline extended for the C&IT Awards Americas

As C&IT expands its reach globally, we've launched the C&IT Awards Americas to recognise the best in US events.

Unicorn Events closes due to COVID-19 challenges

Unicorn Events closes due to COVID-19 challenges

Agency MD Hannah Luffman says the business will close while it is still possible to pay staff in full.

How the UK government is supporting the hospitality and events sector

How the UK government is supporting the hospitality and events sector

Suggestions of an extended lockdown period are adding pressure to the events sector, says University of Derby's Brendan Moffett.

LIVE UPDATES: Cannes Lions goes from postponed to cancelled

LIVE UPDATES: Cannes Lions goes from postponed to cancelled

All the latest postponements and cancellations as the world deals with the spread of coronavirus.

Furlough: The new F-word

Furlough: The new F-word

Recently furloughed creative director Dave Leong explains the thinking that’s helping him navigate tricky times.

‘Virtual event providers have been opportunistic’

‘Virtual event providers have been opportunistic’

Think carefully about going virtual if your event can be postponed to later in the year, says Shaumik Saha from Stride Plus Events.

Events company helps build temporary hospital in Berlin

Events company helps build temporary hospital in Berlin

PRG's teams in Germany and the US are supporting health workers on the frontline in the fight against COVID-19.

How venues can rise to the challenge of coronavirus

How venues can rise to the challenge of coronavirus

Be flexible with your payment terms or cancellation policies, says Katie Roberts at National Museums Liverpool.

Dear C&IT: Mental health first-aiders could help events staff in need

Dear C&IT: Mental health first-aiders could help events staff in need

Two readers call for a greater focus on mental wellbeing in the events industry.

Zoom responds to privacy and security concerns

Zoom responds to privacy and security concerns

The video conferencing app is under scrutiny as its popularity surges during the coronavirus pandemic.