Eventbrite’s Social Study 2026 points to a clear shift among Gen Z and Millennials. The audiences shaping attendance today and tomorrow are less interested in polish and more interested in presence.

Nearly eight in 10 expect to attend more live events in the year ahead, but they are choosier about how those events feel. Instead of asking why they should attend, they are asking whether an experience feels authentic, personal and worth stepping away from daily life.

Less Script, More Space

One of the strongest signals in the study is the growing value of spontaneity. Younger attendees increasingly associate quality with moments that feel unscripted — surprises, flexibility and experiences that don’t look exactly the same every time. Unique venues also play a role, with many respondents saying they are more willing to spend on events held in unexpected or unconventional settings.

This doesn’t mean meeting professionals need to abandon structure. It does mean they need to reconsider how tightly everything needs to be controlled. Events that leave room for discovery — whether through optional programming, informal gatherings or off-agenda moments — may feel more memorable than those that run flawlessly but predictably.

Rethinking Networking

The study also reinforces what many planners have observed anecdotally: Traditional networking formats are losing their appeal. While social connection still matters, many attendees prefer what the report calls “soft socializing” — low-pressure environments where interaction happens naturally, not by design.

Instead of icebreakers and forced mixers, attendees are responding to activity-based engagement: workshops, creative sessions and formats that allow them to participate — or simply observe — at their own comfort level. The takeaway is not less connection, but more choice.

Participation Matters

Another notable trend is the desire for agency. Attendees are more likely to show up when events are tied to causes they care about or give them a way to contribute meaningfully. Passive attendance is giving way to experiences that allow people to feel useful, involved and part of something larger than themselves.

This can take many forms, from community service components to collaborative problem-solving sessions or hands-on activations that leave a tangible impact behind.

Local and Layered Experiences Rise

Even as large-scale and destination events continue to rebound, local connection is gaining importance. Attendees want events that reflect where they are — local culture, neighborhoods and partnerships — rather than environments that feel interchangeable.

At the same time, interest is growing in “mashup” programming that blends multiple interests or formats. Wellness combined with education, culture layered into professional content, or social experiences that reflect attendees beyond their job titles are resonating with audiences who want to show up as whole people. One of the top mashups of the year, according to the study, are crafting plus cocktails — pottery-making with wine, say, or scrapbooking with cocktails. Wellness/energy mashups — think sauna raves, or live DJ cycling — also will be popular this year.

What Planners Should Do Differently Now

Loosen the grip on the agenda. Build in moments that feel unscripted — optional sessions, flexible breakouts, or surprise elements that allow attendees to discover rather than follow.

Design for comfort, not constant connection. Rethink forced networking. Activity-based formats, creative sessions and spaces to observe give attendees more control over how — and whether — they engage.

Make participation meaningful. Look for ways attendees can contribute, not just consume. Community projects, cause-based initiatives or collaborative problem-solving resonate more than passive programming.

Anchor events in place. Local venues, culture, and partnerships matter. Events that reflect their surroundings feel more authentic — and more memorable — than those that could happen anywhere.

Program for whole humans. Blend interests and formats where it makes sense. Layering education with wellness, culture or creativity acknowledges that attendees show up as more than job titles.

Prioritize presence over perfection. Flawless execution still matters, but connection, flexibility and real moments are increasingly what people remember.

This doesn’t mean that bigger events are obsolete or that production no longer matters. Rather, it’s a reminder that authenticity has become a differentiator. Events that stand out will be those that feel real, that are grounded in place, flexible in design and respectful of how people want to engage.

In 2026, success may be less about doing more, and more about creating space for connection, participation and moments that feel alive.