Event planning is not a one-size-fits-all endeavor, especially when you are designing for five generations at once. As generational diversity in attendees becomes more pronounced, so do the motivations, expectations and engagement styles of each group. To create meaningful, impactful experiences, planners must meet attendees where they are: culturally, technologically, and emotionally. At Wendy Porter Events, we’re an age-diverse team, so we thought we’d share a few firsthand perspectives on what gets different generations to show up and stay engaged.
Gen Z (Born 1997-2012): Purpose, Authenticity, Inclusion, Peer Co-creation
Abby Staudt - WPE Event and Marketing Coordinator
As a Gen Z professional, I’m drawn to events that feel authentic, inclusive and connected to a larger purpose. Overproduced, one-directional experiences often miss the mark. Instead, our generation seeks opportunities to contribute, collaborate, and be part of something meaningful. If an event doesn’t align with our values or reflect the way they engage with the world, we’re unlikely to participate.
What Motivates Gen Z to Attend Events:
- A clearly communicated sense of purpose or cause
- Opportunities for active participation and co-creation
- Events that reflect authenticity rather than overly polished production
- Inclusive environments that represent a range of voices and lived experiences
- Use of technology as a tool for real-time interaction and community building
How to Attract Gen Z
- Clearly articulate why the event matters: what is its impact or the broader relevance?
- Provide interactive formats: workshops, collaborative sessions, or open forums that allow for real-time contribution.
- Avoid overly produced content in favor of genuine, transparent experiences.
- Ensure the event is inclusive, with diverse speakers, topics, and accessibility in both content and design.
- Emphasize community building, not just content delivery. Foster spaces where attendees can connect, share, and feel like part of a movement.
Millennial (Born 1981 - 1996): Seamless tech, networking, wellness, career development
Jaime McKenzie - Senior Events Manager and Tech Wizard
I straddle the line between Gen X and Millennial — what some people call a Xennial (born roughly between 1977–1983). I had an analog childhood and a digital adulthood, a deep work ethic, and a healthy dose of skepticism when it comes to hype. We’re often the glue in teams — bridging Boomers, Gen X, and younger Millennials — and that perspective shapes how I show up at events.
I’m drawn to experiences that are thoughtful, efficient, and forward-looking. I want smart content, strong speakers, and a room full of people I can actually learn from. I don’t need bells and whistles for their own sake — but if you can deliver something new, unexpected, or genuinely useful? I’m paying attention.
I’ve got a lot on my plate — leading teams, raising kids, managing life — so my time is valuable. If I’m investing it in your event, it needs to be worth it. I want meaningful connection, content that challenges me, and an experience that feels intentional from start to finish. Bonus points if it’s innovative without being over-engineered.
What Motivates Me (and other Xennials) to Attend Events:
- Content that’s strategic, actionable, and applicable to real challenges
- Opportunities to connect across industries and generations
- Tech that enhances the experience, not complicates it
- Efficiency — I want to make the most of my time, without feeling rushed
- Programming that acknowledges where I’m at — leading, juggling, and evolving
How to Attract Attendees Like Me:
- Be clear about the value — show me why your event is worth my time
- Make it easy — registration, communication, and navigation should be seamless
- Offer formats that go beyond the stage — I love a good roundtable or fireside chat
- Don’t assume I want fluff — I’m here for depth, not just inspiration
- Build space for real, honest connection — not just rapid-fire networking
- Be authentic — I can spot performative or superficial messaging a mile away
I’m not just showing up to attend — I’m showing up to engage. And when an event meets me at that intersection of curiosity, credibility, and connection, I’m all in.
Gen X (Born 1965 - 1980): Time efficiency, expert speakers, ROI
Wendy Porter - WPE Founder and Chief Events Strategist
As a Gen Xer, I’ve always been a practical optimist. I show up to events for the real value — not the flash for flash’s sake. I want smart insights, strong connections, and bold ideas I haven’t seen a dozen times before. I do want to see quality production — but not wasted dollars. Innovation matters to me. I want to walk the show floor and be stopped in my tracks because something was that creative. If your brand shows up with its most exciting, forward-thinking presence, I’m paying attention. But if it feels tired or generic? I’ll breeze right past. Make it efficient, engaging, and inspiring — and I’m all in.
What Motivates Gen X to Attend Events:
- Practical, relevant content they can use at work or in leadership roles
- Innovation — new thinking, cool activations, and smart, creative execution
- Efficiency — concise agendas, clear takeaways, and sessions that start and end on time
- Space for authentic conversations, not just surface-level networking
- High production value that feels intentional, not overblown
- Lead with outcomes and originality — ditch the fluff
- Bring your boldest ideas and most innovative activations to the show floor
- Deliver content that solves real problems, with speakers who’ve been in the trenches
- Offer multi-format options (panels, roundtables, workshops) to match different engagement styles
- Make the experience seamless — registration, navigation, and comms should be friction-free
- Highlight who else is attending — Gen Xers are selective and want it to be worth their time
- Use messaging that respects their intelligence and experience — and shows you’re bringing your A-game
This is the lens I bring to every event strategy we build at Wendy Porter Events — because creating meaningful experiences and making smart investments shouldn’t be a trade-off.
Boomers (Born 1946–1964): Comfort, Service, Loyalty Recognition
Linda Hurtley - WPE Events Operations Director
At this stage in life, I value events that are thoughtfully organized, comfortable, and recognize the contributions people like me have made over the years. I’m not attending to be dazzled, I’m showing up to learn something meaningful, connect with others who share my experience, and feel respected. If an event feels disorganized or impersonal, I’m likely to skip it. But when the logistics are smooth and the environment is welcoming, I’m all in.
What Motivates Boomers to Attend Events:
- Clear, well-organized logistics—easy registration, detailed schedules, and accessible venue information
- Physical comfort—comfortable seating, good acoustics, temperature control, and quiet spaces
- Structured networking with peers in similar life or professional stages
- Opportunities to share knowledge and experience, not just passively listen
- Recognition for long-term involvement, such as years of attendance, membership, or volunteer service
How to Attract Boomers
- Provide straightforward, easy-to-navigate information on the website and in communications
- Design spaces with comfort in mind, including accessible restrooms, padded chairs, and quiet lounges
- Allow time in the agenda for meaningful, structured networking opportunities
- Include sessions with Q&A, discussions, or panels where attendees can contribute and reflect
- Offer loyalty perks or recognition—such as legacy panels, VIP seating, or thank-you gifts
- Ensure staff support is available for navigation, questions, and on-site assistance
- Use clear, respectful messaging in marketing, with visuals that reflect a welcoming and professional environment
I’ve spent decades contributing to my industry, and when I attend an event, I want that experience to feel valued. When the environment is welcoming and the logistics are seamless, I’m not just attending — I’m fully present.
Silent Generation (Born 1928 - 1945): Familiarity, accessibility, legacy moments
Wendy’s Mom: Not on the team, but always a WPE cheerleader and sometimes an attendee!
The Silent Generation (born roughly 1928–1945) may not make up a large portion of most event audiences today, but when they do attend — often as founders, board members, long-time supporters, or honored guests — how they’re treated speaks volumes about your brand’s respect, values, and attention to detail.
What Motivates the Silent Generation to Attend Events:
- A sense of legacy and being honored for their contributions
- Meaningful intergenerational connection — not being “parked” but being seen
- Opportunities to reflect on history or share perspective
- Comfortable, dignified environments that are easy to navigate
- Clear communication — both verbal and written — with no jargon or digital friction
- Offer invitations or outreach that feel personal and respectful — not generic blasts
- Provide printed materials, large-font signage, and staff assistance
- Make sure seating is comfortable and rest areas are available
- Highlight legacy stories, anniversaries, or moments of organizational history
- Create low-pressure ways for them to engage — like curated storytelling moments or legacy panels
- Consider early access or quiet time at crowded venues
- Ensure all A/V (especially for keynote or main sessions) includes strong audio, captioning, and good sightlines
Even if they make up only 1–2% of your audience, designing with the Silent Generation in mind is less about numbers — and more about honoring the shoulders we stand on. Including them thoughtfully sends a message to everyone in the room.
Designing Across Generations: What Works Now
So, what does this all mean? How do we design effectively for the four and sometimes five generations in the room?
When you’re designing for five generations at once, the goal isn’t to find a middle ground — it’s to build with range. That means offering layered experiences that give people options: to engage how they want, when they want, and with what matters most to them.
Here are real-world strategies that help events resonate across the generational spectrum:
- Give people a reason to care up front. Whether it’s a clearly communicated purpose (Gen Z), professional growth (Xennials/Millennials), or recognition (Boomers), your “why” matters. Lead with it.
- Design with both high-tech and low-friction in mind. Some attendees want app-based everything. Others want clear signage, printed programs, and humans available to help. Offer both.
- Segment by interest, not just age. Build in topic tracks, session types, or meetups that appeal to motivations — like innovation, mentorship, or shared values — rather than assuming everyone over 50 wants the same thing.
- Curate your show floor for curiosity. Gen X and Millennials want to be surprised, challenged, and inspired. Prioritize activations that stop people in their tracks — not just booths with logos and swag.
- Build in structured and organic networking. Boomers and Gen X may lean toward organized sessions with clear goals. Younger attendees often prefer looser formats that allow self-directed connection.
- Make it human-centered. Comfortable seating, good acoustics, thoughtful agendas, and clear communication matter to everyone. When in doubt, default to empathy.
- Design for contribution, not just consumption. Gen Z wants a voice. Boomers want to share wisdom. Everyone wants to be more than a passive attendee. Give them the chance.
Multigenerational events don’t require five separate strategies — they require one thoughtful one that’s layered, intentional, and built around real people. And when you get that right, they don’t just attend. They remember it — and they come back.
Final Thought
Attracting and retaining attendees across generations doesn’t require guessing — it requires listening. Whether it’s authenticity or comfort, co-creation or recognition, the most successful events reflect the diversity of human experience — not just in who shows up, but in how the event is designed. When we plan with intention, empathy, and range, we don’t just fill seats — we build experiences people remember and return to.
