The next generation of event attendees isn’t just looking for networking or education—they’re searching for connection. Gen Z and Millennials are forging new pathways between their digital lives and in-person experiences through "Fourth Spaces”—events that turn online interests into in-person engagement opportunities, according to a new cultural intelligence study by Eventbrite. For corporate event organizers, this shift presents a unique opportunity to rethink event design and programming to better meet evolving attendee expectations. 

Backstory: Eventbrite, a global events marketplace that serves event creators and eventgoers in 180 countries, reports it distributed more 300 million tickets for more than 5 million events in 2023.  

What they’re saying: "What we're seeing reveals a pivotal moment in how young people build community," said Julia Hartz, CEO and executive chair of Eventbrite, a company she founded with Kevin Hartz and Renaud Visage, with a vision to build a self-service platform that would make it possible for anyone to create and sell tickets to live experiences. "This generation has unlocked something powerful – they're transforming online interests into dynamic, in-person spaces where both community and identity take shape. What started as digital passions are becoming catalysts for meaningful real-world connections and personal discoveries, happening on their own terms." 

Context: Written in collaboration between Eventbrite and dcdx, the survey was distributed in an online format to 2,000 respondents in the U.S. ages 18-35. The survey was fielded from Dec. 9-12, 2024, and each survey took approximately six minutes to complete. 

Key Insights for Corporate Events 

Eventbrite’s research highlights several trends that corporate event professionals should consider when crafting engaging experiences for younger audiences: 

• In-Person Demand is Strong. Despite their digital fluency, 73% of 18- to-35-year-olds plan to attend live events in the next six months, indicating a growing appetite for face-to-face engagement. 
• Friendship and Belonging Matter. A staggering 84% of attendees at interest-based events have developed close friendships through these gatherings, signaling a need for events that facilitate genuine relationship-building. 
• Personal Growth is a Priority. Nearly half (45%) of those surveyed report that in-person experiences enhance their sense of self, underscoring the importance of content that fosters self-improvement and discovery. 
• Blended Experiences Drive Engagement. 79% of respondents are drawn to events that mix multiple interests, encouraging organizers to consider multidisciplinary programming and immersive elements. 

The Rise of Fourth Spaces 

Eventbrite’s study identifies six emerging types of Fourth Spaces that corporate event planners can take inspiration from: 

1. Culinary Circles. Food-driven experiences, including intimate supper clubs and specialty cooking workshops, have grown by 35%. 

2. Live Social Shows. Concerts and stand-up comedy events are transforming into community-building platforms. 

3. Game-Based Gatherings. Board game events have surged, showing an increased demand for interactive social entertainment. 

4. Creative Classes. Hands-on workshops like jewelry-making (up 34%) and crochet (up 44%) are trending. 

5. Fandom Festivities. Cosplay and anime-related events are seeing significant attendance growth (up 50% and up 20%, respectively). 

6. Healthy Hangouts. Wellness gatherings are on the rise, with running events up 130% and sober-curious gatherings up 92%. 

Takeaways for Event Organizers 

For corporate event planners, these insights offer several actionable strategies: 

• Incorporate Interest-Based Networking. Create niche activations and breakout sessions based on attendee interests to encourage organic relationship-building. 
• Prioritize Experiential Elements. Move beyond traditional panel discussions and incorporate interactive formats, such as gamified learning, hands-on workshops, or collaborative challenges. 
• Blend Online and Offline Components. Consider hybrid engagement strategies where online communities can seamlessly transition into in-person meetups. 
• Offer Multidimensional Experiences. Infuse events with interdisciplinary programming, mixing wellness, creativity, entertainment, and learning opportunities. 

Download Eventbrite's Fourth Spaces study here.