Louisa Daley, deputy editor, Conference News, talks to industry experts about what to expect from events in 2024 and beyond.
In our previous instalment, we covered the events industry’s place on the Government’s agenda and how technology can drive inclusive event design – to name but a few key trends. Up next, we talk all things personalisation, sustainability and wellbeing.
A new era of events
Long gone are the days of ‘one size fits all’ events, attendee expectations are changing, and the industry must change with them. The eventprofs I spoke to predict that there will be a push towards more immersive and personalised events.
Commenting on this, Georgia Cross, senior marketing manager, Cheerful Twentyfirst, said: “Over this last year, we’ve seen attendees seek out higher-value, more immersive events. That’s set to increase even more so in 2024, with hyper-personalisation and the gap between B2B and B2C audience expectations getting dramatically shorter.
“Really, experience design is human to human now; and that’s how we’re approaching events in 2024. Rather than building an experience for 500 attendees, we’re thinking about 500 individual audience experiences and crucially, how those individuals are engaging with the brand as much as with each other.”
Tinique Hay, founder, Hay Events, agrees with Cross and notes the importance of curating unique event experiences for attendees. She added: “Did you know 98% of consumers are likely to buy a product or service after participating in an impactful event that gave them a memorable experience?
“Considering this, I predict there will be an enhanced level of tailored as well as unique event experiences for attendees with the help of new event technology and AI, which I am extremely excited about.”
David Preston, CEO, Realise, says this new approach will ultimately change event formats. “Hopefully, for business events, this will put an end to boring panels and tedious 45-minute sessions, and much more audience curated content, stackable presentations for the TikTok generation, and punchy, story-based talks inspired by TED. Here’s hoping, for the sake of every delegate.”
ESG and CSR
Sustainability has been high on the industry’s agenda for quite some time, and this won’t change heading into the new year. But it’s important to remember it’s not just about the planet, it’s about our people too.
Considering the planet, Carina Filek, COO, Elevate Global, explained: “As awareness of our climate crisis gains traction, consumers will demand a more sustainable approach, seek out brands and events that embrace sustainable practices and shun those that don’t.
“People’s values are changing and they will look to engage in a way which aligns with these new values. Brands can’t afford to not prioritise sustainable approaches and will need to ensure that their people on the ground deliver against this ambition.”
On the people front, Fay Sharpe, founder, Fast Forward 15, said: “Looking after people’s pay, wellbeing and mental health has to be top of the list. Life in general is so frenetic, many people don’t seem to have time to look after themselves. Especially in our sector, which often is highly pressurised and long hours.
“I hope more companies look at this seriously in 2024 and work on policies and practical solutions to give the front-line event professionals the support and work-life balance they need to be happy.”
