Research launched by Loughborough University and Imago clearly shows that event organisers need to have a stronger focus on style of learning preferred by millennials and the business leaders of the future.
The
research was conducted in conjunction with Loughborough University and The
Right Solution and measures whether the meetings industry is doing enough to
inspire the business leaders of tomorrow. It follows on from last year’s
successful report; Does the future have room for face-to-face communication.
Professor Rachel Thomson, Pro Vice-Chancellor (Teaching) at Loughborough
University,
commented: “At Loughborough, we are continually developing our
learning and teaching methods to take advantage of the latest developments in
technology, including designing flexible spaces to foster learning and
collaboration, preparing a new generation of students for the world of work. It
is important for their future employers to recognise these different learning
styles when delivering training to realise the full potential of their
millennial talent, given that they were immersed in technology from an early
age.”
Key
findings from the research include:
82% of delegates and 81% of students said a
major motivator to attend meetings was for personal career development yet this
wasn’t rated highly as a motivator by organisers.
Just 51% of delegates and 37% of students feel
fully encouraged to take part in meetings.
Delegates see meetings as an opportunity for
creative and innovative thinking yet feedback suggests they don’t always get
this and that meeting organisers and facilitators could pay more attention to
stimulating creative thought.
75% of delegates and 77% of students like
meetings to use interactive games and new technology yet only 66% of organisers
are making use of them.
Passion and enthusiasm are the highest ranked
elements delegates, organisers and students want from a speaker
Whilst social media activity will not
necessarily motivate people to attend meetings, 61% of delegates, 51% of
organisers and 65% of students believe it is a good tool for creating
awareness.
Emma
Boynton, Head of Sales and Marketing at Imago, commented: “Our role is to
provide an environment for continuous education, learning and communication. To
achieve this, it is important for us to know what people want to get from
meetings, particularly the leaders of tomorrow. The research discovered that
millennials place great value on face to face meetings and whilst technology
does have an impact on how they prefer to communicate and conduct business,
they are looking for a more customised learning experience. They want to learn
from inspirational experts to gain knowledge that helps their future career
aspirations, and in many cases, their needs are not being met by meetings
organisers.”
The
research also showed that a company’s vision and goals are a high priority for
organisers, but low priority for attendees who want to be recognised and to
build confidence in their ability. In particular, students want to learn how to
use their strengths to their own advantage.
Emma
added: “Delegates want content that offers inspiration, passion and leadership
and they don’t value meetings which are aimed purely at obtaining information
about the company’s vision compared to organisers. As a venue, it is important
for us to help organisers support millennials so they can learn something
valuable and develop relationships that will benefit them – meetings need to be
linked to what they want to achieve, not the organisation.
“The
results serve as a rallying cry to the meetings industry and British business
to do more to encourage passion and enthusiasm for work to maintain motivation
and increase productivity in the future. As an industry, we need to work harder,
be more flexible and think ahead to provide value to people who attend meetings
so it is more worthwhile for them.”
Emma’s
sentiments have already been echoed by the HBAA with its Chair and Director of
Supplier Partnerships Leigh Cowlishaw saying it is wants to ensure that the
industry is equipped to support and motivate the next generation of leaders in
hospitality and events and guide them towards sustainable industry growth.
A copy
of the research can be downloaded from http://go.welcometoimago.com/is-the-meetings-industry-doing-enough-to-inspire
The
research was undertaken by Loughborough University and Imago. The Right
Solution provided methodology, analysis and validation of the research which
was conducted amongst a sample of 430 students, delegates, and event organisers
using a series of focus groups, face to face interviews and online
questionnaires.