The events industry is facing a fundamental shift. The expectations of younger generations are not only reshaping how people attend events, they are redefining what engagement truly means.

In this keynote, Alice Macleod, developmental psychologist and expert in human behaviour, explores how generational change is transforming both audience experience and workforce dynamics across the events industry. Drawing on research into Generation Z, evolving social norms, and the impact of technology on human connection, this session will challenge traditional approaches to engagement and experience design.

Attendees will gain a clear understanding of what younger audiences and professionals now expect from events, from authenticity and inclusivity to psychological safety, flexibility and meaningful interaction. The session will also explore the growing importance of neurodiversity awareness and how developmental needs influence how people engage, participate and connect.

This is not about trends; it is about a structural shift in human expectation. Those who understand it will design more impactful events, attract future talent, and remain commercially competitive.

You will leave with practical insight into how to rethink your event experiences, engage the next generation effectively, and future-proof your approach in a rapidly changing landscape.