The events industry has experienced unprecedented disruption in the past few years, with the COVID-19 pandemic forcing the cancellation or postponement of countless events around the world. While the industry has adapted to the new normal with virtual and hybrid events, the question on everyone’s mind is: what does the future hold for the events industry?
The truth is, no one can predict the future with absolute certainty, but we can make informed predictions based on current trends and data. So, here’s out thoughts on what’s likely to remain a constant in the industry for the foreseeable future.
Hybrid events are here to stay
The pandemic has accelerated the adoption of hybrid events, where some attendees participate in-person while others join virtually. Hybrid events offer a wider reach and increased engagement, and they are likely to remain popular even as in-person events have returned. Offering consumers a global platform, brands are potentially able to reach a wider audience than in-person.
Focus on sustainability
With growing concerns about climate change and the environment, event organizers are expected to prioritise sustainability in the future. This could mean using eco-friendly materials, reducing waste, and incorporating sustainable practices into event planning.
Having already foreseen this, and knowing the impact the industry has on the environment itself, we launched Elevating Purpose, or social and environmental action plan. Encompassed within this sits our #ElevatingPeople training, featuring a Sustainability 101 module, that we recommend all field staff and internal staff complete. Focusing on environmentally friendly actions both at events and in day-to-day lives, we’re striving to ensure that sustainability is at the forefront of each and every activation we’re working at.
Increased use of technology
Technology has played a crucial role in keeping the events industry afloat during the pandemic, and it is likely to continue to do so in the future. From virtual event platforms to AI-powered event planning tools, technology will be a key driver of innovation in the industry.
Seeing a gap in the reporting side of the industry, we use technology to report on all activation data. Impact is our brand intelligence platform, using next generation data-analysis, it measures what consumers think about brands, at the moment of truth. Providing business with quantified insights and data at this ‘golden’ and critical purchase decision stage, and helping to prove the ROI of the event.
Event attendees are looking for personalised experiences, and event organisers will need to cater to this demand in the future. This could mean offering personalized content, networking opportunities, and experiences based on attendee preferences and behavior.
The events industry has emerged from the pandemic transformed, with a greater emphasis on technology, sustainability, and personalisation. Hybrid events are still the norm, however in-person activations are getting better than ever before. Event organisers that embrace these trends and adapt to the changing landscape are likely to thrive in the future.