Gen Z isn't skipping your events because they don't care.

A new Maritz report reveals what's really going on — and it's more fixable than you think.

You planned a great event. The venue, the speakers, the agenda — all solid. And yet a big chunk of your Gen Z attendees quietly decided not to come, not because something better came up, but because they didn't know a single person on the guest list.

That's not a hypothetical. A new Maritz report found that 59% of Gen Z would avoid an event if they didn't know anyone going. And before you chalk that up to screen addiction — 95% of them said they fully understand the value of building business connections. They're not checked out. The events just aren't designed for them.

• 59% would avoid events if they don't know anyone going

• 60% don't feel confident networking with strangers

• 82% want more comfort with face-to-face interactions

  
  

It's a design problem, not a values problem.

Three in five Gen Z professionals don't feel confident networking with strangers — even at industry events full of peers. Add hidden costs like conference attire, uncovered meals, and unpaid time off, and attending starts to feel like a gamble. For a generation juggling gig work and side hustles, the math just doesn't add up.

"The most important disruptions of the next five to ten years will be the shifts in the people who come to these gatherings — and those who don't."

The fix isn't flashier programming. It's more intentional design. Gen Z wants structured ways to meet people, not cold networking. They want curated experiences, not overwhelming itineraries. And they want "bleisure" that actually feels worthwhile —

not a generic happy hour bolted onto the end of a conference day.

WHERE TO START

• Build structured networking moments that remove the cold-start problem

• Be transparent about what's covered so hidden costs don't become a dealbreaker

• Make sure your programming includes participatory, hands-on learning so that networking is intrinsic to the content

• Offer curated options — not too many, not too few

  
  

Ready to design events Gen Z actually wants to attend?

At Play with a Purpose, we build experiences that make the room work; across generations, comfort levels, and backgrounds.

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