Gen Z wants to attend business events, but getting there feels harder than ever. Research shows higher stress around travel, lower confidence in networking and real barriers before attendees ever register.

In this session, Melissa Ruisz, Director of Growth Marketing, Maritz, shares key insights from the NextGen-Proofing Your Events report and highlights what’s creating friction early in the decision to attend. She’ll focus on practical ways to make it easier for attendees to say yes and show up.

Event marketers will learn:

• Research showing the barriers preventing Gen Z from attending events
• Tactics to drive engagement through registration and the pre-event journey
• How to make it easier for Gen Z to see the value of the event, engage and connect