The event industry is shifting rapidly, and it’s impossible not to notice. As an organization deeply involved in this space, we’ve been reflecting on how much things are changing. As 2024 comes to a close we’re taking a closer look at the trends from this past year and what we can expect for the future of events. Here’s what’s standing out to us at MOC&CO and why it matters for all of us who plan events.
A New Generation is Taking Over
It’s clear that the workforce—and by extension, our event audiences—looks very different now. Gen Z has officially edged out Baby Boomers as the dominant group, and by 2030, Millennials and Gen Z together will make up 75% of the workforce. What’s fascinating is how much their expectations are influencing the way we need to plan.
For younger generations, work-life balance isn’t just nice to have—it’s the baseline. They expect flexibility, whether that’s through hybrid event formats, shorter sessions, or environments that prioritize mental health. And they don’t just want to watch and listen—they want to dive in. Immersive experiences, gamified activities, and sensory-rich settings are how we grab their attention and keep it. It’s a challenge, but also an opportunity to rethink how we make events meaningful.
Innovation Isn’t Optional Anymore
Doing what is familiar to us can become reflexive, however, we’ve taken a big note this year, sticking with the status quo is a risk. Right now, only about 27% of organizers are actively evolving their event strategies. The rest? They’re clinging to traditional formats that don’t resonate as strongly with today’s audiences.
That’s a wake-up call. If we don’t adapt, we’re going to lose relevance. It’s not about throwing out everything we know, but about being open to trying new things—whether that’s interactive workshops, AI-driven personalization, or shaking up the way we structure content.
By creating an experience, such as, Hackathons and Innovation Labs, participants have the opportunity to solve real-world challenges collaboratively. These fast-paced creative environments often produce actionable ideas by the end of the session.
What Attendees Want vs. What We Think They Want
As planners, we think we have a clear understanding of what our attendees want. What we have found, however, is that there is actually a disconnect between what we think attendees value and what they actually care about. For example, while most organizers assume networking is the main draw, attendees are saying their top priority is discovering new products—by a huge margin.
That’s a big shift, and it means we need to adjust how we design and market our events. It’s not just about offering great networking opportunities anymore; it’s about creating spaces where people can be inspired, find what’s new and exciting, and walk away feeling energized.
Rethinking Learning Formats
We always appreciate a well-done panel or lecture, but let’s face it—traditional learning formats aren’t cutting it for a lot of people anymore. A 2024 trends report showed that 56% of attendees prefer hands-on, interactive learning over passive classroom-style sessions. That’s something we’ve noticed in our own experiences, too. Please don’t make us sit in a general session room for several hours at a time! People (including us) want to feel involved, to collaborate, to walk away having done something tangible.
Here are a few ways you can incorporate immersive learning into your next event:
- Gamified Learning Modules – Attendees participate in team-based competitions or puzzle-solving activities that reinforce key takeaways while keeping them fully engaged. Think escape room in a breakout format.
- Choose Your Own Discussion – Participants have a short period of time (90 minutes or less) to set the agenda by selecting the issues and topics they wish to discuss. Topics break out into areas of the room for participants to flow in and out of while offering quick solutions. The format is highly flexible and fast-paced.
- Simulation-Based Learning – Attendees practice real-life scenarios in safe, controlled settings, such as crisis management drills or sales negotiation role-playing, to build confidence and skills.
These formats don’t just deliver content—they immerse attendees in the experience, making learning both memorable and actionable.
Immersive Experiences vs. Overloading on Tech
Tech is amazing—when it’s used the right way. But it’s easy to fall into the trap of thinking more gadgets and apps will automatically make an event better. The truth is, people crave real, in-person connections and tactile, immersive experiences. That doesn’t mean abandoning technology altogether; it’s about using it to enhance, not overshadow, the human side of events.
Consider a VR/AR Experience where virtual or augmented reality allows attendees to engage in lifelike, interactive simulations—such as exploring a virtual showroom or walking through a reconstructed historical event.
Empowering Teams to Make Change
Here’s the tough part: even when we know what needs to change, making it happen isn’t always easy. A lot of event organizers feel stuck because of internal barriers—whether that’s budget limitations, rigid structures, or resistance to new ideas from leadership.
This is a challenging opportunity for many of us and one we probably spend a lot of time thinking about. How do we create a culture where teams feel empowered to innovate? It’s about fostering trust, encouraging experimentation, and having the backing from leadership to take risks. Without that, it’s hard to move forward.
Looking Ahead
For us at MOC&CO, the message is clear: the future of events is all about adapting, innovating, and focusing on what really matters to our audiences.
That means:
Putting our own ideas aside and prioritizing what attendees value—like discovery, creativity, and engagement.
Breaking down internal barriers so our teams can implement bold ideas.
Finding the balance between tech and human connection to create truly memorable experiences.
We’re moving past the era of passive participation. Today’s attendees want events that are dynamic, interactive, and purpose-driven. And honestly, we think that makes our work even more exciting. It’s about creating something that not only informs but inspires—and that’s a challenge worth taking on.
References:
Event Marketer. (2024). Evolving for Gen Z: Freeman’s 2024 event organizer trends report. Retrieved from https://www.eventmarketer.com/article/evolving-for-gen-z-freemans-2024-event-organizer-trends-report/
Freeman. (2024). Freeman trends report Q4 2024. Retrieved from https://www.freeman.com/resources/freeman-trends-report-q4-2024/
Segar, Adrian. (2024, October). 2024 trends report. Conferences That Work. Retrieved from https://www.conferencesthatwork.com/index.php/event-design/2024/10/freeman-trends-report/