The Next Generation Are Talking - Are We Listening? How XSEM and Caroline Medcalf Are Championing the Future of Events
- Megan Walters
- May 20
- 2 min read
Updated: May 20
What does the future of the events industry look like? According to the next generation of event professionals, it’s diverse, inclusive, and built on values – not just brand prestige. At beam’s latest All Members Meeting, students from Manchester Metropolitan University made their voices heard. And XSEM’s Director of Events, Caroline Medcalf, was right there listening – and leading the conversation.
As a board member of beam – the UK’s leading events industry association – Caroline hosted a thought-provoking panel that challenged industry norms and spotlighted what Gen Z talent wants from their careers: growth, support, transparency, and purpose.
“These students are ready to work, ready to contribute, and ready to challenge us,” said Caroline. “Their insights were a powerful reminder that we must adapt if we want to remain relevant.”
Understanding Gen Z: What Future Event Professionals Want
This wasn’t your typical industry panel. The conversation was raw, real, and revealing. Final-year event management students shared what really matters to them in an employer:
Ongoing learning opportunities
Diverse, inclusive workplaces
Clear progression paths
Real purpose behind the work
For Caroline – and for us at XSEM, a leading UK-based brand engagement agency – this feedback is invaluable. It’s a call to action for agencies to move beyond surface-level perks and offer meaningful, values-led experiences for the talent entering our sector.
How XSEM is Taking Action
We’re not just listening – we’re acting. Caroline’s involvement with beam reflects our wider commitment to nurturing talent and evolving how we operate. At XSEM, we’re:
Evolving our charity and community partnerships
Investing in mentoring and development for junior talent
Embedding DEI and wellbeing into our culture
Staying connected to fresh perspectives through panels, education, and partnerships
We believe that by supporting the next generation of event professionals, we’ll not only stay relevant – we’ll lead the way.
Caroline received some fantastic praise and thanks from the Manchester Metropolitan students, who said, "A huge thank you to Caroline Medcalf for thoughtfully moderating the session, guiding the conversation, and making us all feel so welcome. We’re incredibly grateful for the opportunity and your support."
Why Listening Matters in the Events Sector
As the events landscape evolves with new technologies and audience expectations, industry relevance depends on curiosity and adaptability. That’s why forums like beam’s All Members Meeting matter – they bring together industry leaders and emerging voices to share, challenge, and grow.
At XSEM, we’re committed to listening, learning, and leading – every step of the way.
Related articles:
https://mitmagazine.co.uk/Meetings/Redefining-success-event-students-seek-growth-over-brand-prestige
XSEM: