Gen Z Shakes Up Mice Industry

The African events industry is undergoing a shift as Generation Z enters the workforce and begins to reshape how exhibitions, conferences and trade shows are planned and delivered. According to RX Africa, organisers are rethinking event formats to align with the values and expectations of younger delegates.

Gen Z prioritises authenticity and social responsibility, said Carol Weaving , MD of RX Africa. They also believe that conferences and live events are crucial for personal and career development, which means organisers must create spaces that deliver meaningful opportunities to connect and collaborate.

Younger attendees expect seamless digital integration. Augmented reality, virtual reality VR and gamification are increasingly common. At the 2025 Africa Automation Technology Fair in Johannesburg, organisers incorporated VR demonstrations and digital navigation tools to improve engagement.

Other innovations include digital twins of venues, edutainment experiences and wearable devices to streamline registration and capture data.

There has also been a shift in how content is delivered. While keynote addresses still have value, were seeing more demand for small, personalised spaces like the Brain Box at WTM Africa, said Weaving. This area allowed informal dialogue between speakers and attendees in a relaxed environment, featuring bean bags and sofas.