From ROI to ROE: Engaging the Next Generation of Event Participants

Connecting with digital natives is an intriguing challenge for today’s meeting professionals. In a world that moves at a fast pace, driven by research, innovation, entertainment, and originality, the agenda demands one thing above all: flexibility.

By Giulia Parzanese, Social Media Specialist AIM Communication

Working daily to promote international congresses for European scientific societies, I am witnessing firsthand how the new generation, the very audience these events aim to attract, is redefining the paradigm: until recently, most of participants were content to simply attend congresses; now, this new generation of professionals wants to co-create them, to be active contributors rather than passive observers.

In this new paradigm, a single Instagram post can often generate more engagement than an entire e-mail campaign, because the digital world we belong to is a natural extension of our reality. This sense of community, of belonging and interaction, is something to be carefully considered when designing a congress: whether digital or physical, it is an aspect that must be intentionally nurtured.

Throughout my career, I have learned how increasingly strategic it is to engage participants, foster digital communities, and create space for user-generated content, making attendees active actors in shaping the event experience.

We had the opportunity to put this approach into practice at a recent congress we coordinated, building an interactive wall where each participant could leave a message. The result was remarkable: participants began taking photos and videos while interacting with the wall, sharing more than 300 Instagram stories in just three days, reaching over 300,000 views! This spontaneous cross-channel engagement demonstrated how offline experiences can spark online buzz and how social media plays a crucial role in NextGen engagement.

Live interaction is also key: for the biennial congress of a European scientific society, we created a dedicated area for live interviews with key speakers and sponsors. The sessions, focused on trending topics, were streamed in real time, allowing delegates to participate both in person and remotely, broadening reach and inclusivity.

Yet, technology alone is not enough. At the heart of engagement remains something profoundly human. We need to shift our focus from ROI to ROE – Return on Experience – and promote emotional and relational impact as much as numbers. While AI will continue to grow in event planning, execution, and analysis, the true challenge lies in preserving authentic human connection within an increasingly digital landscape.

With different generations now active in the workplace creating meaningful connections requires diverse communication styles, flexible spaces, and new modes of interaction. Capturing the attention of NextGen doesn’t mean shouting louder; it means speaking more directly. The visual language has become the new grammar of engagement, and if we don’t learn to use it, we risk being left out of the conversation.

Ultimately, the “phygital” offers the flexibility that the NextGen craves. They want to feel part of something bigger, and at the same time, they want to share it. Creating experiences that connect these two dimensions is what truly keeps them engaged and coming back.

At AIM Group International, we work closely with European scientific societies to integrate live and digital experiences, ensuring that every touchpoint – before, during, and after the event – contributes to lasting engagement. By rethinking strategy and challenging assumptions, we can truly turn “cracking the code” into an opportunity, transforming events into dynamic, participatory, and unforgettable experiences.