Gen Z Is Here: Is Your B2B Event Strategy Still Stuck Speaking Millennial?

For years, B2B events have been optimized to attract and engage Millennials. And why not? Millennials dominated the workforce, brought digital fluency to business culture, and reshaped expectations around content and experience. But there’s a new generation stepping into decision-making roles — and they’re rewriting the rules of engagement. Gen Z (born ~1997–2012) is now the fastest-growing segment of B2B buyers. They’re digital natives, hyper-connected, and socially conscious. And most importantly? They’re not interested in the same old formats.

If you’re still designing B2B events with Millennials in mind, you’re missing the mark. It’s time to evolve.

Why Gen Z Matters in B2B Now

Let’s start with the numbers:

• By end of 2025, Gen Z will make up 27% of the global workforce
• They already influence over $100 billion in B2B purchasing decisions
• 51% of Gen Z say in-person events feel outdated unless they offer personalization or purpose

This generation is already making decisions, attending events, leading teams, and redefining how businesses interact. And they’re not going to adapt to our formats — we have to adapt to theirs.

The Millennial Formula Is No Longer Enough

Millennials helped usher in the digital event era. They brought with them expectations of:

• Seamless tech integration
• Visual-first content
• Networking with purpose
• Authentic brand storytelling

But here’s where Gen Z differs:

1. They crave immediacy over polish

Forget perfect sizzle reels or overdesigned booths. Gen Z values real-time content — think live TikTok moments, raw behind-the-scenes footage, unscripted conversations.

2. Purpose isn’t a nice-to-have — it’s non-negotiable

Sustainability, DEI, ethical leadership — if your event doesn’t reflect a strong values-driven stance, Gen Z checks out.

3. Short-form, immersive, interactive

Gen Z grew up on swipe culture. If your event can’t deliver short bursts of value or hands-on immersion, you lose them.

4. Identity-aligned experiences

They want events to feel tailored to who they are — not just what they do. That means more niche gatherings, curated networking, and cross-industry storytelling.

Reimagining the B2B Event for Gen Z

Micro-Moments Matter

Gone are the days of day-long conference schedules. Gen Z wants events they can drop into throughout the day — digitally or in person — with each touchpoint offering value.

Community-Driven Formats

Forget top-down keynotes. Gen Z expects peer-led panels, collaborative workshops, co-creation spaces — formats that flatten hierarchies and spark dialogue.

Real-Time Interaction

Think live polls, spontaneous debates, co-designed sessions. If your event feels static, it’s dead on arrival.

Values on Display

Are you using local vendors? Is your merch sustainable? Are your speakers diverse? These details matter to Gen Z — they notice and they talk about it.

Tech They Actually Use

Gen Z doesn’t want your clunky event app. They want integrations with the platforms they already use — WhatsApp for messaging, TikTok for recaps, Discord for ongoing convos.

The Risk of Not Adapting

If you think Gen Z will “grow into” the traditional B2B event model — think again. They’re not waiting. They’re building new expectations, new platforms, and new communities right now.

Sticking to the Millennial playbook is safe — but it’s also slowly eroding your relevance.

Let’s be clear: this isn’t a total rejection of in-person or large-scale events. It’s a call to rethink format, tone, and intention. If your event doesn’t feel like a Gen Z social feed — fast, authentic, participatory — it’s going to be ignored.

The Opportunity for Brave Brands

Here’s what forward-thinking event planners and marketers can do:

• Bring in Gen Z voices early: Co-create with them, don’t just market to them.
• Think content-first, not format-first: Start with what’s relevant, then find the best way to deliver it.
• Design with curiosity: What doesn’t exist yet? What would a Gen Z-led B2B summit feel like?

The brands that get this right won’t just attract Gen Z — they’ll future-proof their event strategy for the next decade.

Your Next Move: Speak the Language of the Next Generation

At PIRATEx, we help brands design bold, values-driven experiences that connect across generations — especially the next one.

Whether you’re rethinking your flagship conference, designing a product launch, or building a year-round content community, we’ll help you break out of the Millennial mold and into a future-proof B2B strategy.

Because Gen Z isn’t just the future — they’re already in the room.

Written by:

Clélia Morlot
PIRATEx Digital Marketing Manager