Millennials have been the focus of research and event marketing (including ours) for years now, and there are new articles (either praising or criticizing the generation) on a daily basis. But if you’re looking to plan for the future, the Gen Z demographic should be a strong consideration; they are emerging as one of the most diverse and influential generations.

Millennials were predicted to be one of the largest disruptions to the economy, but Generation Z is shaping up to be just as significant. Growing up their entire lives with technology, social media, and in the aftermath of a recession they are going to be much different than Millennials.

“Forget Millennials; I want to know what Gen Z wants because they’re going to start showing up in my hotels in three to five years.”– Michael Dominguez, senior vice president and chief sales officer at MGM Resorts, and co-chair of the Meetings Mean Business Coalition. 

Marketers are beginning to lay the foundation to adjust to the needs, wants, and expectations of the upcoming generation that will soon be buying tickets to shows and concerts, attending events, and traveling. The first wave of Generation Z is graduating high school and starting to lay the groundwork for their futures. Their time as decision-makers is emerging quickly and it’s essential to event professionals to consider their mindset.