A new generation of decision-makers is becoming more important at our events, increasing demand for richer, tech-enabled, hands-on experiences. From WTM Africa, Online Retailer and MCM Comic Con, to FIBO and the Functional Fabric Fair, we reveal how RX is tailoring marketing, content and experiences to engage their attention and fuel their ambitions.
As Gen Z – those born after 1997 – step into the professional world they are fast becoming a vital audience for face-to-face events. Unlike Millennials, their expectations, values, and habits are shaped by a digital-first lifestyle. They favour short-form video, and trust authentic voices, from influencers to peer-generated reviews, more than traditional marketing. They’re also the most diverse generation yet, expecting inclusivity, social responsibility, and a genuine commitment to sustainability. For event organisers , this means marketing must evolve to engage audiences and go far beyond conventional outreach. Winning their attention requires authenticity, cultural relevance, mobile-first digital campaigns, and experiences that reflect their values.
Meeting Gen Z expectations
WTM Africa, one of the continent’s largest travel and tourism trade shows, is reimagining how information is shared to meet the expectations of the new generation. Instead of traditional, lecture-style formats, the event now emphasises interactive workshops, breakout sessions and flexible experiences designed to engage Gen Z attendees.
“A key focus at WTM Africa is how we package and present information,” said RX Africa’s Managing Director, Carol Weaving. “The Cape Town International Convention Centre’s versatile spaces allow for multiple stages, curated zones and innovative formats such as the popular Brain Box. This intimate lounge, complete with bean bags and sofas, encourages informal yet insightful conversations with top speakers.”
Carol notes that Gen Z craves real connection. “Despite living on their phones, they want in-person experiences,” she explained. To meet this need, WTM Africa 2025 partnered with Visit Stellenbosch and Stellenbosch Wine Routes to recreate the vibrant energy of a Stellenbosch Street Soirée inside the CTICC, offering delegates a relaxed, market-style networking setting.
Authenticity is another non-negotiable for Gen Z. “A lot of thought goes into WTM Africa’s speaker programme. For example, our sessions on inclusive tourism were led by people with disabilities, both seen and unseen, as well as members of the LGBTQ+ community. They could share their lived experiences and interact with stakeholders, decision makers, and delegates in the most authentic way possible,” explained Carol. “It’s about building a community where everyone feels part of something,”
Delivering relatable and inclusive content
Gen Z favour online shopping because it’s fast, flexible, and affordable ̶ perfectly matching their digital-first lifestyle and expectations for convenience, speed, and personalised experiences. So, it’s no surprise that Online Retailer 2025 in Sydney welcomed its biggest Gen Z turnout yet.
A major draw was the NextGen Workshop, where young founders and entrepreneurs shared real, relatable stories that struck a chord with early-career professionals. Social-first campaigns and short-form video-built buzz long before the doors opened, sparking conversations and connections online. Once onsite, Gen Z gravitated toward sessions on AI & Automation and Future Ecommerce ̶ topics perfectly aligned with their forward-looking mindset.
“Gen Z want content that’s both aspirational and practical,” said Holly Tankard, Senior Marketing Manager. “By putting younger voices on stage and meeting this audience in the channels they use every day, we saw incredible growth and energy. In 2026, we’ll take this further with more interactive workshops, partnerships with SHE-com, dedicated Next Gen networking opportunities, user-generated content, and founder-led campaigns. We will also be partnering with video content platforms such as Kintell to bring authentic, peer-to-peer voices into the spotlight for the next generation of ecommerce professionals.”
Prioritising sustainability
As the world’s most eco-conscious generation, Gen Z is demanding, and driving, more responsible practices across every industry they touch. For the performance and fashion apparel industries, Functional Fabric Fair (FFF) ̶ held three times a year in 2025 in New York, Portland and Orlando ̶ has become their go-to destination for discovering innovation that aligns with their values.
“Every supplier at FFF is carefully vetted and eco-certified, ensuring the textiles on display meet the highest standards of quality and responsibility,” explained Event Director Steve McCullough. “At the Summer 2025 edition in New York, we raised the bar even higher with the debut of the ‘Day 0 Sustainability Workshop’. This sold-out, full-day conference gathered 150 participants for deep dives into material innovation, climate impact, supply chain complexity, and responsible sourcing. Through interactive roundtables and candid discussions, attendees walked away with actionable strategies to reshape the global textile industry ̶ exactly the kind of real-world solutions Gen Z expects.”
But it’s not just what happens onsite that secures their loyalty. Behind the scenes, FFF’s dedicated in-house social media team craft authentic campaigns designed to engage and resonate with younger audiences. “By showcasing fabric breakthroughs, spotlighting industry changemakers, and sparking meaningful conversations online, our team has turned FFF’s digital platforms into vibrant hubs of education and inspiration,” said Steve.
The strategy is paying off. With creative flexibility, real-time engagement, and a level of authenticity that only comes from being built in-house, FFF has seen exceptional growth in its following and engagement. The fair’s expanding influencer programme, launched in 2023, has only strengthened its position as a forward-thinking, community-driven brand that speaks Gen Z’s language-sustainable, innovative, and authentic.
Supporting emerging talent
Gen Z is bringing fresh energy and creativity to the workplace, stepping into a world full of exciting possibilities and evolving industries. Recognising their potential, Europe’s biggest fan convention MCM Comic Con London (24-26 October) sees the return of the MCM Scholarship, now in its second year, which offers a unique opportunity for emerging talent at the convention.
“We have seen a significant shift towards a younger audience at MCM Comic Con,” explained Product Marketing Manager Alice Edwards, the brainchild and driving force behind the scholarship scheme. “Many are aspiring creatives who feel intimidated by career barriers such as financial hardship, a lack of industry connections, or distance from London where much of the industry is centred. To be able to open doors to a creative career and facilitate access for young people is something we all feel passionate about at MCM.”
By offering free entry to all three days of MCM Comic Con, three nights’ accommodation, a £500 cash prize, and a bespoke itinerary, the scholarship removes those barriers and creates opportunities to meet peers, publishers, and industry professionals face-to-face.
Among previous scholarship winners is Muminah Koleoso, an aspiring author and poet based in Scotland, who dreams of becoming a widely read science fiction and fantasy author; and Leigh Licorish, whose career goal is to work in comics as a penciller. Muminah used her time at MCM to help her build a likeminded literary community and host workshops for other marginalised creatives. Reflecting on their 2024 scholarship win, Leigh said: “It’s been phenomenal. I’ve met a lot of people who I have always wanted to meet and fans of things that I like ... I think it’s incredibly important to support upcoming artists and people who might not get the chance to be able to come here because of monetary issues or personal situations and running the scholarship is MCM’s way of showing support.”
Creating a festival atmosphere
Collaborating with influencers who resonate with Gen Z’s values and lifestyle is a proven approach to strengthening event appeal and attendance.
At FIBO 2025, RX’s flagship trade fair for fitness, wellness and health, over 500 influencers and creators converged on Cologne with 12,000 athletes to transform the exhibition into a dynamic social media hub.
“Our influencer programme is crucial for FIBO, as we are a hybrid business and consumer show and the largest event in the fitness and wellness sector,” explained Senior Event Manager, Lucile Sannino. “It enables us to engage a wide range of influencers and athletes, which benefits our ambitions to expand into areas such as nutrition, fashion, and beauty. It also offers our community the opportunity to meet, chat and take photos with personalities who would otherwise be difficult to reach in markets or countries such as America. This personal experience is the opposite of the usually anonymous, digital exchange. For many of our visitors, FIBO is the highlight of the year, something they look forward to every time.”
FIBO cleverly harnesses influencers in strategic ways to drive attendance, promote exhibitors and inspire, entertain, and connect with audiences. Body builder Johnny Muenster (1.6M followers) spread the word ahead of FIBO 2025 with advance videos and creative activations, while fitness and wellness influencer Emilia (1.4 million followers) ran 600 km to FIBO, over several weeks, culminating in an emotional finish through the event crowds to the show entrance. Inside the halls, Montana Black, one of Germany’s most influential online entertainers with 3.9 million followers, was interviewed and toured the event. The content was available to watch live on site or online via his Twitch Channel, driving buzz far beyond the event. Meanwhile, meet-and-greet sessions with fitness icons like Jay Cutler and Sophia Thiel thrilled fans and generated endless selfies.
With a combined following of over 40 million, influencer coverage was central to the event’s festival atmosphere, energising both B2B professionals and consumer attendee alike. Small wonder that FIBO 2025 set new attendance records with 154,748 visitors from 129 countries!
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