If there’s one thing we know about events, it’s that “engagement” isn’t what it used to be—especially as younger audiences like Gen Z step into the workforce and influence what all attendees expect from live experiences.
Recent industry research, for example, shows that nearly 9 in 10 Gen Z professionals see relationship-building at in-person events as critical to their growth, and an overwhelming majority say they want a balance between technology and real-world human connection. At the same time, they’re less tolerant of passive, one-size-fits-all programming, favoring experiences that feel participatory, personalized, and emotionally resonant.
The rules have changed—and that’s a good thing. Engagement today is deeper, more intentional, and more human than ever before. What started as a Gen Z-driven shift has become universal, and audiences of every generation now expect events to deliver more meaning, more authenticity, and more value for their time.
Here’s how planners can rethink engagement strategies to meet the moment.
- Pre- and Post-Event Engagement Is No Longer Optional
What was once a “nice-to-have” approach is now the standard. Today’s attendees expect a thoughtful journey that begins well before the doors open and continues long after the lights go down. Pre-event communications—like teaser content, preference surveys, or even curated playlists—build anticipation and help guests feel like part of the experience before they ever step foot onsite.
And when the event wraps, the engagement shouldn’t stop there. Follow-up content, digital community spaces, and post-event activations keep conversations going and relationships growing. Think of your event as a story, and the live experience as just one chapter.
- Interaction Isn’t Enough—It’s About Community
Polls, quizzes, and interactive screens of course still have their place, but attendees are craving something deeper: connection. The events that make the biggest impact are the ones that help people find their people, whether that’s through curated meetups, shared learning moments, or ongoing community platforms that extend beyond the event itself.
When attendees leave feeling like they’re part of something bigger than themselves, they’re far more likely to engage, advocate, and return.
- Emotional Impact Is the New KPI
Metrics like attendance and dwell time are still crucial, but they don’t tell the whole story. As we said in a recent blog, the real measure of success is emotional. Did your audience feel inspired? Energized? Seen? Engagement is no longer just about activity; it’s about how people feel while they’re with you, and how those feelings stick with them afterward.
Design moments that spark joy, prompt reflection, or build belonging, and you’ll create experiences that live on in memory (and in conversation) far longer than any swag bag. Though we love those, too!
- Technology Should Enhance the Human Experience
AI and data-driven tools are changing the engagement game, from personalized agendas to curated networking matches to real-time content recommendations. But tech shouldn’t overshadow the experience. The key is to use these tools to make events feel more human, not less.
When AI personalization is done well, it builds trust and relevance. Attendees feel like the event was designed with them in mind, and that’s engagement gold.
- Analog Moments Matter More Than Ever
Ironically, in our hyper-digital world, one of the best ways to boost engagement is to go analog. Hands-on workshops, tactile experiences, and low-tech activations stand out precisely because they offer a break from the screens that dominate our daily lives.
These moments feel grounding, real, and memorable, a reminder that human connection is still at the heart of every great event.
- Sustainability Is Now an Expectation
Once a “nice-to-have,” sustainability is now a make-or-break factor for many attendees. They want to know that the events they attend align with their values, and they notice when they don’t. That means weaving sustainable practices into every layer of the experience, from materials and menus to transportation and waste management.
And don’t be afraid to talk about it. Transparency around your sustainability efforts not only builds trust but also boosts engagement by making attendees feel like they’re part of a shared mission.
- Accessibility Is Engagement
Events that aren’t inclusive simply aren’t engaging. In 2025, accessibility goes far beyond ADA compliance; it’s about designing experiences that consider the needs of all attendees, from neurodivergent guests to those with dietary restrictions or sensory sensitivities.
That might mean creating quiet zones, offering flexible participation options, or designing menus that don’t exclude anyone. Inclusivity isn’t an add-on anymore; it’s central to engagement.
- Events Are an Escape, So Make It Feel That Way
In a divisive, chaotic world, people are craving spaces that offer a sense of joy, optimism, and connection. Events can, and should, be that safe haven—a place where attendees can step away from the noise, find common ground, and recharge.
Creating those moments of levity and lightness isn’t fluff; it’s one of the most powerful engagement strategies you have.
When you build experiences that speak to people’s emotions, values, and need for connection, you don’t just capture their attention. You build loyalty, inspire advocacy, and create communities that last long after the event ends.
Need some help getting started? Let’s connect.