The C2 runway was filled with curiosity, people and visions of the future
If planners only pay attention to things like last-minute registrations, marketing tactics, event sponsorships, declining event attendance, the shift from content to experience, audience retention, KPIs and ROI, a young person looking from the outside in will look twice and wonder if this industry is as glamorous as they thought.
The meeting industry talks a lot about these things that all matter, but its actions draw the line between being out of touch. We need to speak more about what will attract the next generation, who care about human connection, carbon footprint, sustainability, cause and creativity.
But who is doing it well, and are they in touch with Gen Z? Everyone will have a different answer to this, but how many of you haven’t been to C2 in a while or ever? This is a place to find out what other conferences are leaving off their agendas.
C2 in Montreal is led by CEO Anick Beaulieu. Her team of imaginators is comprised entirely of highly respected champions. Creative agency Sid Lee, networking platform Braindate and founding partner Cirque du Soleil are just a few who have been loyal and believed in the concept since its inception 14 years ago. The impact and force of their creativity, innovation and human connection continue to impact business leaders, thought leaders, technology experts, creatives and causes important to people today.
The 14th edition of C2, held in May, was an explosion of ideas and thought leadership and attracted Gen Z by the carloads. Why? Because they focus on the future and their boutique-ish style brings curiosity, collaboration and all things abstract. While the ticket price is high, the purpose and value stand out against the rest, making it the go-to if you have to choose just one show a year.
People, profit, culture or all three? What does C2 prioritize? We invited Beaulieu to answer some questions, and this is what she had to share.
When it comes to the future, where does C2 see itself 5 years from now?
In five years, we see C2 continuing to lead the way in experiential B2B gatherings, producing some of the most impactful programs in the world. Our focus will remain on designing industry-defining projects that bring together the sharpest minds in business to spark innovation, strengthen relationships and unlock growth for our partners. Whether in fintech, marketing, consulting, infrastructure or entertainment, we’ll keep helping organizations build deeper connections with their stakeholders. Our ambition is to be the go-to strategic partner for C-suite hosting and creator-driven programs that shape the future of business experiences.
What is one thing that C2 prioritizes when planning these events?
One of the most important things C2 prioritizes when planning events is creating immersive and impactful experiences. The unique thing about gatherings is the energy and capacity to create something together—the discussions, the relationships, the ideas that can only emerge when a group is together, IRL. At C2, we believe humans do business together, not companies.
Read More: It’s All About Engagement!
Refined through this philosophy and 15 years of applied expertise designing world-class business gatherings, we recently codified our “secret sauce” into a strategic framework called GenXP. This methodology ensures every event we produce is grounded in purpose, participation, and real-time evolution. You can check out the playbook at c2genxp.com.
How does C2 build its strategy year by year, and who is summoned to the table to share ideas?
Our strategy is like everything we do, collective and collaborative. We build our annual strategy by drawing on a wide range of internal and external voices, including strategists, creative leads, clients, partners and cultural collaborators. This ensures that our vision always reflects both our core values and the evolving needs of the industries and communities we serve.
Is C2 searching for more local talent this year? Is this a priority?
Yes, sourcing local talent remains a priority for C2. Even with our flagship event, C2 Montréal, our main aim is to create economic impact for Montreal. Because of this, we strongly believe in working with creative professionals who understand and reflect the cultural richness of our home base.
Read More: How to Nurture Future Leaders
Trust, safety and human sustainability are at the core of what people are struggling with and have been for quite some time. How does C2 address this?
C2 addresses trust, safety and human sustainability by designing experiences that are participant-centered and grounded in real human connection. Our work emphasizes psychological safety, inclusion and active participation to ensure that our gatherings are not only inspiring but also respectful and nourishing for all involved.
How has global uncertainty impacted C2? Did the planning change last November, or did it stay status quo?
Global uncertainty has reshaped how we think. We understand that to truly connect with our audiences, we need to meet them where they are emotionally, professionally and culturally. That means continuously adapting our programming, communications and design approach to reflect their lived realities. This mindset shift began last fall and led us to formally codify our methodology into GenXP: a responsive, generative framework that not only meets the moment, but offers space for inspiration, connection and strategic clarity. It’s a balance between being grounded in the now and providing a breath of fresh air when people need it most.
Some association leaders have said that mental health is a human resources problem because event professionals do not have the time to manage team stress and what comes with it. What have you done at C2 that speaks to this?
At C2, we believe mental health isn’t just an HR concern, but a shared organizational responsibility. Our commitment is to create conditions where people can truly thrive. That means setting reasonable schedules, monitoring workloads and intentionally building space for rest and recovery. We integrate reflective and regenerative moments into our project rhythms and foster a culture of openness, where communication, care and clarity are prioritized. Ultimately, we know that creative excellence is only possible in environments where people feel supported, seen and set up to do their best work.
Read More: Supporting Mental Health at Conferences
If the mindset and strategy align with your expectations, then this might be the show to pursue in 2026.
See you there.
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Janice Cardinale is a Smart Women in Meetings Award winner and Hall of Famer, and founder of Event Minds Matter, empowered by Club Ichi.
She is dedicated to a mission that supports trust, safety and human sustainability through the education and training of the next generation to recognize and respond to mental health in the workplace.
