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Published on : Wednesday, December 14, 2016
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:
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.