None other than Bob Dylan famously sings, “For the times they are a-changin’,” and it’s a fact permeating most, if not all, of today’s professional fields—under-44 planners in the workforce are shaking things up in the best ways possible. This dynamic permeates the meetings and events industry, from up-and-coming planners to those who have devised technological solutions to support and streamline events.
The under-44 generations have made their way into the labor force in greater numbers. For instance, the U.S. Bureau of Labor Statistics projects that by 2030, Generation Z, or those born between 1997 and 2012, will make up 30% of the working population. Additionally, last year, the U.S. Department of Labor reported that millennials, those born between 1981 and 1996, make up the largest share of the labor force at 36%.
Planners of these generations organize many of today’s corporate and nonprofit functions, and Minnesota Meetings + Events editors spoke with five millennial and Gen Z planners about how technology and social values impact their work, and what they would say to those who are starting out in the industry.
At age 23, Cameron Forbes, founder of New York City-based Forbes Functions, started her business—something she says certainly wasn’t easy. Now 26, she prides herself on the high-fashion aesthetic and warm, personalized planning approach her company has become known for.
This individualized slant also is not lost on 29-year-old Quintin Jancola, founder and creative director of event planning and design company Q Jancola in Madison, Wisconsin. He says being a “zillennial,” a microgeneration of people born on the cusp of the millennial and Gen Z years, has given him the advantage of coming in with fresh eyes and, as he puts it, without “the weight of ‘this is how it has always been done.’”
Cassie LaMere, the 38-year-old founder and creative director of Cassie LaMere Events in Austin, Texas, says she learned “the only constant is change,” something undeniably true in the meetings and events field. This has inspired her to develop a growth mindset that adapts to the ever-changing landscape. “I’m constantly reimagining what’s possible for our events and my company,” she says. Thirty-five-year-old Shameka Jennings, chief events officer of EventsNoire in Washington, D.C., also embraces this open-mindedness. She says she enjoys being a millennial in event planning, and notes it has given her the freedom to challenge outdated norms and prioritize values like personalization, belonging, and joy in every event she designs.
Atlanta-based Pedro Góes, the 32-year-old cofounder and CEO of InEvent, an event-management software company for in-person and virtual events, also reflects on his position on the event-planner age spectrum, saying, “You know, it’s funny, when you’re young and starting out, you feel this incredible energy, this urgency to change everything, right now. I saw gaps and inefficiencies, and thought, ‘Why not build something entirely new?’ Now, looking at the industry today, that youthful perspective and hunger for innovation are more relevant than ever. We’re in a time of incredible change.”
Tech Connections
The internet and social media lend themselves well to creating dramatic innovation, and millennial and Gen Z professionals embrace technology and use it to thrive. However, they are still old enough to remember what times were like when technology wasn’t quite so ubiquitous.
Jancola says, “I remember early internet culture, but I also grew up as social media took off. I think that gives me a unique perspective. I can appreciate the old way of doing things, but I also know how important it is to keep up with what’s current.”
Many millennial and Gen Z planners say technology has influenced and improved their businesses by showcasing their work in innovative ways, providing behind-the-scenes peeks for clients, and helping them establish collaborations, build momentum, and promote events. Artificial intelligence (AI) also is coming into play. Góes notes, “Just look at how quickly AI is moving and how it’s completely reshaping everything from personalized attendee experiences to making back-end operations more efficient.” He highlights how AI also can elevate a social media presence by analyzing audience engagement so improvements might be made. “Let’s be honest—in a competitive landscape, being visible and authentic on social media humanizes the brand. People want to connect with other people, not just a logo.”
Core Values
Millennials and Gen Zers increasingly have become values-focused generations, with social justice, the environment, and politics at the forefront of their minds. These values play an active role in the professional careers and jobs they pursue.
For instance, young women find new ways to establish themselves amid male-dominated spaces. Forbes says she has built an all-women, under- 30 team, and she is passionate about “creating spaces where women connect, uplift each other, and thrive.”
Jancola puts diversity, equity, and inclusion at the top of his priority list, and says he’s simply not interested in working with anyone who doesn’t share these values. “As a gay man, it’s so important to me that I support and uplift people, companies, and causes that share these values and strive to build a world where everyone thrives and shows up as their authentic selves.”
Inclusivity is a shared principle among millennial and Gen Z professionals. Góes says he and others in his generational cohort often ask questions like, “Are our registration processes accessible to everyone who uses them? Are our virtual and hybrid solutions truly inclusive, offering features that cater to diverse needs and abilities? We’re constantly pushing for features that ensure meetings and events are truly for everyone, regardless of background, ability, or location.”
Perseverance & Creativity
Although being a millennial or part of Gen Z often brings fresh perspectives to planning, these events professionals encounter plenty of obstacles, especially when met with older colleagues or clients who might question their experience. Forbes says one of the biggest challenges she faced was being taken seriously early on, particularly in an industry that can be “quite hierarchical,” as she puts it. Jancola also says he has been doubted, second-guessed, and underestimated by others.
That’s why LaMere deeply values education—because when people underestimated her, they were always surprised to learn how much industry experience she had. Jancola relies upon a combination of showing up prepared, staying calm under pressure, and delivering consistently. “When faced with skepticism from more experienced professionals, I focus on building trust through my actions,” he explains.
And Jennings allows her work and reputation to speak for themselves. She says, “I approach skepticism with confidence, not defensiveness—because I know I can back it up. Experience is valuable, but so is perspective—and I bring a fresh one that resonates.”
With a new set of eyes and progressive mindsets, it should come as no surprise that many millennial and Gen Z event professionals value innovation and creativity, concepts they regularly inject into gatherings. LaMere—who has planned everything from a five-star luxury glamping (upscale camping) experience to a “secret garden” dinner in which attendees received clues that led them to a verdant garden space—prides herself on her keen ability to forecast and identify growing trends and monitor industries for ideas that will impact the zeitgeist, a talent she attributes to her backgrounds in fashion and marketing. She says,“I believe this cross-disciplinary approach is essential to the future of our industry. Planners cannot exist in an echo chamber—our work is influenced and impacted by what is happening around us.”
Forbes says she has pushed the boundaries of what a meeting can look like, blending hospitality, design, and immersive experiences to create meetings that are not only practical, but also unforgettable. She focuses on built-in functionality to capture moments—think ring-light stations and behind-the-scenes TikTok areas, features that encourage active participation. “Meetings and events are evolving. Attendees expect more than just an agenda and a PowerPoint,” Forbes notes. “We want to shape the future of meetings and events to be human-centered, experience-driven, and culturally relevant.”
Words of Advice
Millennials and Gen Zers have garnered plenty of experience to dole out words of wisdom to those just entering the industry. Góes can’t emphasize enough how important it is to embrace technology fully, saying, “The industry is moving incredibly fast, and if you’re not constantly learning and adapting to these tools, you will be left behind.”
Uniqueness and authenticity are often important values among these generations, which is why Forbes believes, no matter who you are, it’s key to know your point of view and lead with it, especially since, as she says, the events industry is saturated, but there’s always room for originality.
Millennials and Gen Zers typically also are careful not to compare themselves to other up-and-comers in the industry, and try their best to stay in their own lanes. LaMere touches on this concept, and says, “Get clear on what success look like for you. Success looks different for everyone, and your definition also will evolve over time. Take the opportunity to reassess and check in with yourself, to make sure what you’re pursuing and prioritizing is in alignment with what’s meaningful for you.”
Jancola shares this reminder: Nothing is beneath you. “Whether that’s jumping in to set up a hundred chairs or staying late to clean up the mess no one else wanted to touch, how you show up matters,” he says. “The events industry runs on trust and follow-through.”
Lastly, Jennings believes you don’t have to wait until you are older to feel as if you have made it—your voice, ideas, and perspective all matter now. “This industry needs new energy, not just years of experience,” she concludes. “Be bold in your creativity, lead with your values, and find your people—the ones who will champion you, hold the door open, and help you build your own [events vision].”
