Engaging a Younger Professional Event Audience
Younger professionals are reshaping expectations for conferences, workshops, and industry gatherings. They want purposeful content, authentic connections, and event experiences that respect their well-being and values. If your events still follow a single-track, talk-heavy model, you risk disengaging the next generation of industry leaders.
MTA’s Vice President, Global Experiences, Conor Barry provides practical, evidence-informed strategies to attract, engage, and retain younger attendees.
Q: What non-traditional elements has MTA added to better engage younger audiences?
Conor: For today’s younger event attendees, wellness isn’t just a “nice to have”—it’s an essential part of the experience. At MTA, we recognize that true engagement comes from balance, not constant stimulation. That’s why we intentionally design events that prioritize moments for attendees to pause, reset, and nurture their well-being.
Gone are the days of jam-packed agendas with no time for respite. Younger audiences value the opportunity to step away, recharge, and return feeling refreshed. To support this, we’ve created chillout zones—comfortable, calming spaces that foster rest, informal networking, or quiet reflection. These zones allow attendees to find balance during the event, ensuring they remain engaged without feeling overwhelmed.
We also recognize the importance of providing essential amenities like high-speed Wi-Fi and charging stations. Beyond that, our event agendas are thoughtfully designed to include downtime. Whether it’s enjoying a light snack, meditating in a wellness area, or catching up on messages, these touchpoints help create a more human-centered experience.
Taking wellness even further, we introduced a no-phone quiet zone at a recent event—a dedicated space designed for full sensory recharge. With ambient sounds, soft lighting, and no digital distractions, attendees could disconnect from their devices and reconnect with themselves. The overwhelmingly positive feedback showed just how vital these moments of mental and physical well-being are between content-heavy sessions.
Wellness considerations begin long before attendees arrive at the venue. When selecting locations, we prioritize spaces with outdoor access, walking routes, and opportunities to integrate movement and mindfulness into the experience. Whether in a scenic countryside or a bustling city, our goal is to create an environment that nurtures well-being.
A prime example of this philosophy in action took place at our 2024 Global Workshop in Dublin. Rather than centralizing all activities in one venue, we intentionally selected three hotels located within a short walking distance of each other. The event agenda was thoughtfully designed to move attendees between properties throughout the day—creating organic moments for fresh air, daylight, and physical movement between sessions. These transitions helped maintain energy, encouraged spontaneous conversation, and provided much-needed mental reset points that kept the experience feeling fresh and engaging.
Wellness isn’t just a trend at MTA—it’s a cornerstone of how we design for today’s audiences. When attendees feel supported in mind, body, and spirit, they show up more present, engaged, and ready to connect.
Q: How do you align food, beverage, and swag with younger attendees’ expectations?
Conor: Younger audiences have really reshaped what’s expected when it comes to food and drink at events. Personalization and representation matter—and that comes through loud and clear in their preferences. Gone are the days when a few mini burgers and a token vegetarian option were enough. Now, people want thoughtful menus that reflect wellness, sustainability, and a real connection to place.
At MTA, we’ve adapted our approach to reflect that shift. Healthy, nourishing food that caters to a wide range of dietary needs isn’t just appreciated—it’s expected. We also prioritize working with local, ethical suppliers who have a story to tell. That kind of transparency really resonates with younger attendees. In fact, this audience is often the first to seek out and follow their favorite food vendors on social platforms, wanting to stay connected with brands they discovered onsite. It’s a unique way to extend the event experience beyond the venue and into their everyday life.
This focus on storytelling also aligns with our values as a women-owned business—wherever possible, we actively source from underrepresented and diverse supplier groups.
Drinks are following the same pattern. Coffee’s great, but it’s not the only draw anymore. We’ve seen strong momentum toward alcohol-free options—juice bars, kombucha, mocktails—all of which help create a more inclusive and energizing vibe at networking events.
We often work closely with our clients to strike the right balance—meeting the expectations of this evolving audience while staying mindful of budget. Food and beverage choices have become a real opportunity to reflect care and intention, and when done right, they become a powerful connector that leaves a lasting impression.
When it comes to SWAG, to put it simply, a notepad and pen or a water bottle won’t cut it anymore for this audience.
SWAG now has to align with the same values we see in food and beverage choices—it’s about intentionality and meaning. This audience expects brands to demonstrate purpose through their swag choices, and it’s not just about cool items. They care about sustainability, ethics, and the message behind the gift.
One of the initiatives we’ve introduced at MTA is replacing traditional swag with donations to ethical causes that align with the values of the event. For example, at one event, instead of handing out SWAG, our team assembled care packages for a children’s hospital, which attendees were able to personalize and contribute to something mission-driven. The response was overwhelming, and we’ve yet to see an audience resist the shift—participants felt truly connected to something bigger than themselves.
It’s clear that for younger audiences, the power of swag lies not in the item itself but in how it contributes to a larger cause. And when an experience aligns with their values, the lasting impact is far more meaningful than any branded tote bag ever could be.
Q: How do you ensure that you are connecting with younger attendees at events?
Conor: At MTA, we’ve always believed that the success of an event lies in its ability to truly connect with its audience, and that starts with ensuring the content and speakers reflect their needs and interests. When we partner with our customers, we’re relentless in pushing for authenticity. It’s vital that the event doesn’t just check boxes but really speaks to the audience, particularly the younger demographic, whose expectations are higher than ever.
We work closely with our customers to ensure the content isn’t just relevant, but that it feels personal and engaging. We know that when the content misses the mark, there’s a real risk of losing the audience’s attention—and trust. Young attendees aren’t shy about tuning out if they don’t feel like they’re being seen or heard. It’s about getting it right, so they leave feeling like the event was made for them.
One thing we’ve done to bring this idea to life is to involve attendees in the content creation process. We’ve run pre-event surveys, organized focus groups, and even collaborated with some of the younger attendees to get their input on what they want to see. This co-creation process helps us ensure that we’re not just guessing what will resonate. It gives our younger attendees a real stake in the event, making it feel more like something they’ve had a hand in shaping, rather than something that’s just for them.
At MTA, it’s all about making sure our events are as connected and authentic as possible, and by involving attendees in the creation process, we make sure they’re not only engaged but also invested in the experience.
Q: How do you gather feedback specifically from younger attendees post-event?
Conor: I am strong believer that “All Feedback is a Gift.” At MTA, we understand that feedback from our younger event attendees is crucial for improving our events. This audience is not only passionate about their experiences but also at the cutting edge of trends, technology, and innovation. They are the first to embrace new ideas, and their insights help us stay ahead of the curve. We know they want to have a voice in shaping events, and because they value convenience and simplicity, we prioritize feedback channels that are quick, easy to access, and allow them to share their thoughts effortlessly.
- Quick Digital Surveys: We send out short, mobile-friendly surveys after the event—something easy for attendees to fill out on the go. We keep them snappy and to the point, using the event app so they can share their thoughts quickly, right after the event.
- Live Polls and Instant Feedback: During the event, we ask for feedback in real-time using live polls or instant reactions, which gives us immediate insights. This lets us tweak things as we go and shows attendees that their opinions matter in the moment.
- Social Media Listening: Younger attendees love to share their thoughts on social media, and we actively encourage this. Using event-specific hashtags, we get a sense of how they’re feeling and what they’re talking about during and after the event. It’s a natural way to collect feedback that feels less formal.
- Post-Event Conversations: After the event, we work with our customers to seek out feedback from a select group of event attendees. These are casual conversations where we can dig deeper into their experiences and gather more detailed feedback.
- Personalized Follow-ups: We don’t just rely on surveys—we follow up with attendees directly, creating additional space for them to share what was enjoyed or areas where we can improve.
Q: Do you track engagement metrics across different age groups?
Conor: We don’t typically track post-event engagement metrics by age group. That said, we’re always thinking about who the audience is well before the event kicks off.
During the briefing phase, our customers usually provide detailed demographic insights, which can include age ranges. That information plays a big role in how we design the event—everything from content and format to environment and tone.
So, while we’re not pulling reports on age groups, we are designing with those audience types in mind from the very beginning to make sure the experience feels relevant and well-considered for everyone in the room.
Conclusion
Attracting younger audiences to your events requires intentional design across format, space, content, and values. MTA engages strategies to deliver human-centered experiences that younger professionals value and will champion.
Ready to make your next life science event more engaging for younger professionals? Contact our events team to design an intentionally engaging experience across format, content, and values.
