Holly Moore, CEO and founder of Make Events, says the agency is seeing a demand for events that connect attendees to the brand.
“Attendees want brand experiences, with sampling still being on the agenda. They want events to have a meaning and a purpose,” she adds.
This meaning and purpose can be achieved many ways, whether this is through sustainability or diversity, equality and inclusion.
She explains: “People are keen to stay local with sustainability being high on the agenda. Diversity is also important with guests wanting to see a diverse range of speakers and topics.”
