The events industry continuously faces challenges around visibility and engagement; the question of how to attract and retain future talent is always being discussed and is an ongoing battle, and we try to achieve more recognition from government and the wider business community.
One unconventional but powerful way to address this issue is by encouraging children to attend events. The idea may seem counterintuitive at first—especially in the world of business conferences and exhibitions—but welcoming children into event environments is not just a convenience for parents; it is a strategic opportunity for the industry to cultivate the next generation of event professionals and build long-term engagement with audiences.
Industry commentator Julius Solaris recently highlighted that the events sector needs a better PR campaign to improve visibility and attract new talent. I believe that ‘campaign’ should start earlier than most of us think—by exposing children to the world of events from a young age. The benefits of this early engagement are multifaceted, and they could help shape the future of our industry.
One of the most immediate advantages of involving children at events is that they often become 'silent influencers.' When children enjoy the activities provided for them, they not only have a great time but also build a positive association with the event and the brands behind it. They encourage their parents to return year after year, effectively becoming advocates for the event without even realising it.
This sense of loyalty is crucial for event organisers, as it builds a recurring audience base. Parents are more likely to attend future events if their children have had a positive experience. In an industry where repeat attendance is key to sustainability, creating meaningful engagement with younger audiences can pay dividends.
While keeping children entertained at events is an important part of the puzzle, there’s much more at stake here. By allowing children to experience the world of events firsthand, we expose them to the diverse career opportunities available within our industry. Children naturally gravitate toward professions they are exposed to. They play with firefighter costumes, dress up as doctors, and imagine themselves in those roles because they see these professions in their daily lives.
Why shouldn’t the events industry take advantage of this same principle? Children who attend events are exposed to everything from logistics and planning to catering, marketing, and production. These behind-the-scenes glimpses into the world of events could spark an early interest in event management or related fields. For example, I’ve seen children who attended our crèches at UNISON or NASUWT conferences later return as delegates, having chosen careers in education or trade unionism, fields they were exposed to from a young age.
One of the reasons we struggle to attract young talent is that event management is often an invisible career path to many young people. Unlike doctors, teachers, or firefighters, there is no common cultural narrative around event professionals. Yet, the events industry offers a wide array of opportunities for creative, organisational, and technical roles.
By encouraging children to attend events and showing them the array of roles involved in putting on a successful event, we can demystify the industry. It’s not just about planting the seed of interest—it’s about making the events industry a visible and viable career path. Early exposure helps children imagine themselves in these roles, setting the stage for future career choices.
Events also provide a unique opportunity to introduce children to role models within specific sectors, expanding their horizons beyond traditional career paths. For example, at REACH events—where the focus is on supporting individuals with upper limb differences—children meet adults who have overcome similar challenges and gone on to successful careers. These real-life role models offer invaluable inspiration to children, showing them that they can achieve great things, no matter their circumstances.
I’m not saying that we need to bring babies into the actual plenary sessions; but our creches cater for teenagers too, and many events encourage those teenagers into certain sessions to watch the speakers. This enables them to gain significant benefits from witnessing experts engage in discussions and debates. Not only do they learn from the insights and expertise shared on stage, but they also observe adults disagreeing and discussing complex topics in a civilised and respectful manner. This exposure helps teenagers understand that differing opinions are a natural part of professional and intellectual discourse, teaching them how to engage in thoughtful, constructive dialogue without conflict. Such experiences can encourage critical thinking, open-mindedness, and the ability to articulate their own views, all while building confidence and inspiring them to see themselves as future contributors to these industries.
Beyond the long-term benefits for the industry, welcoming children at events can also improve the immediate experience for attendees. By offering structured, engaging childcare services, event organisers not only make life easier for parents but also create a more inclusive and relaxed environment. Parents are better able to focus on the content of the event when they know their children are well cared for, which in turn enhances the overall atmosphere.
Incorporating childcare into event planning is no longer just a 'nice-to-have'; it’s an essential element of creating truly accessible events. The industry is evolving, and the needs of attendees are changing. If we want to stay ahead, we need to think more broadly about who our events serve and how we can support all members of the audience, including parents and their children.
By making events welcoming for children, we’re doing more than supporting families; we’re making a long-term investment in the future of our industry. The events industry has the power to shape lives and careers, and it’s time we recognised this and applied this to our own industry. As Solaris pointed out, the events sector needs a stronger presence to attract talent. By starting with the youngest members of our audience, we can build awareness and interest that will pay off for years to come.
This article was first published in M&IT Autumn 2024
