Fell, Renton and McCrindle (2021, 5) have compassed a report “The Future of Events”
including some global and consumer trends that are likely to determine the events of the future, as people anticipate the return of large-scale, national, and worldwide events. In total the report lists eight trends that event professionals should take into consideration in the future: Integration of virtual and physical, Power of human connection, Professional speakers, Demographic shifts and diversity, Generational change, Augmented reality for augmented events, Sustainability and Health and wellbeing (Fell, Renton & McCrindle 2021, 5).
Although virtual events would never completely displace the personal contact that in-person events offer, they will most likely remain an element of the quickly modernized event industry. The evolution of events will most likely be characterized by a mix of
in-person and virtual elements. Discovering how to combine these elements can expand audience reach, increase engagement, and provide chances for long-term learning. Further opportunities to attend local and regional events to encourage local businesses and reinvest in the local economy may arise. Considering the future hybrid events, the virtuality included must be something greater than just a livestream of the physical event. On the other hand, the live events must be imaginatively designed to provide a reason for attending, a one-of-a-kind experience that can only be had in person, and to maximize real life connections and networking opportunities. (Fell, Renton & McCrindle 2021, 7; Website of Entrepreneur 2021.)
Veteran event professional Allie Magyar, the CEO of Hubb, had an interesting and true point when discussing hybrid events in a GeekWire podcast hosted by Todd Bishop, about the future of events. Magyar (Bishop 2021) challenges the idea of a hybrid meaning that all happens at the exact same time. It is true that when hybrid events are discussed often people say they want the audiences to connect and engage and therefore the event should happen all at once. According to Magyar (Bishop 2021) it is quite an unrealistic expectation and even unwanted that people would travel for events only to interact through a screen. So, when considering events there is an actual opportunity to rethink what hybrid means. It could, as a great real-life example from Magyar (Bishop 2021), mean opening a virtual platform before the event where people could consume information, learn, and engage in group discussions. That could make the experience of the in-person event even more valuable. Therefore, hybrid event could be about different experiences rather than a streamed live event with everything at the same time. (Bishop 2021.)
Efficiency, convenience, and scalability are all advantages of digital connectivity.
People are, nonetheless, sociable at core, with universal demands for physical connection and face-to-face engagement. People will seek gathering more than ever before as the digital progressively supersedes the tangible, and events will play a major role in facilitating live engagement. The time apart during covid-19 has brought alive the significance of connectedness and communities in a manner that is healthy and sustainable for our happiness and success. (Fell, Renton & McCrindle 2021, 9;
Website of Entrepreneur 2021.)
In our increasingly separated society, the workplace and professional life provide a critical social connecting point. Remembering that business events, like professional life, functions best when they are well-balanced, so making sure the program has a good rhythm for learning, connecting, and having fun is important. Considering how the event may serve to foster social interaction, networking, moments, and shared experiences, whether it's an online or in-person event, may break or make a future event concept. (Fell, Renton & McCrindle 2021, 9; Shein 2021.)
Event planners had to satisfy increasing expectations of event attendees even before covid-19, and now that virtual events are taking place, visitors demand interesting and useful information to be presented. Engaging a professional speaker is a terrific method to ensure this happens. Skilled speakers provide the three elements that corporate audiences expect: they grasp the context, convey pertinent knowledge, and do it in a compelling and time-efficient manner. Professional speakers integrate the skill of presentation with appropriate information to cut through the clutter to enlighten, advise, and inspire audiences in a world of information explosion and message overload. A professional speaker is a great way to create discussion later on and if topics are well chosen, the speaker could lift up the atmosphere and overall interest even further. (Fell, Renton & McCrindle 2021, 11; Website of Speakersforum n.d.)
Demographic shifts and diversity are something that happens everywhere as people are becoming more and more international and move around. It is not a bad thing, vice versa. It brings cultures together and educates people about each other. People from all walks of life will increasingly frequent in events where they wish to hear and observe creative ‘out-of-the-box' ideas that they can use to their job and personal lives.
Inviting in a presenter from beyond the B2B customers line of business, for example, might offer a fresh viewpoint and challenge preconceptions. (Fell, Renton &
McCrindle 2021, 13.) It is true that when events reflect the cultural, gender, and age diversity of the people, they are at their finest.
Newer generations have a different perspective than their elders, and they are defined by a modern way of looking at life, that is heavily affected by technology and the digital age. Generation Y (people born between 1981-1996) and generation Z (people
born between 1997-2012) are the most digitally engaged and ubiquitous generation in history. They value their lifestyles and adventures over their possession. Their viewpoints are also very similar globally, and they are more likely to be aware of global events than their immediate neighbor generations. They live in a visual world, which is mirrored in their web search behaviors, with YouTube being preferred over Google since why read when you can watch? Shortly, the new generations are visual, digital, and social and to stay on top of event development make sure the attendees can see things, interact with them as well as each other, and share it. (Fell, Renton &
McCrindle 2021, 11.)
Virtual and augmented reality are currently being used by a lot of event planners. The defining feature of the twenty-first century is ‘The Great Screenage,' which has an impact on how we live and work. Time spent on electronic media now far outnumbers time spent communicating with people in person and there is no stopping in sight. This is significantly altering the everyday experiences and, as a result, diminishing many possibilities to connect. But it's even more obvious among generation Z, who spend a huge part of their time looking at a screen, whether at school or at work or at free time.
As much of the day-to-day lives is spent looking at a screen, the near future generations sought for live experiences as a method to engage face to face. To connect and interact with attendees, using technology that is natural and familiar to them is recommended.
Today's new workforce have a global mindset, not just a local one. As a result, bringing a wider perspective and international ideas to the table can far outstand events in near future. (Fell, Renton & McCrindle 2021, 17.)
Sustainability is becoming more than just a term; it is quickly becoming a way of life and marketing as various companies are going with sustainability ahead. More and more B2B customers choose to connect with and align themselves with companies that practice corporate social responsibility, shortly CSR. Consumer decisions are not solely based on pricing anymore as many are willing to pay more for environmentally friendly items and services. Incorporating sustainability and environmentally friendly products and services into event planning benefits not only the ecosystems but the business as well. Incorporations might range from using environmentally friendly food cartons to partnering with companies who have a great CSR and value positioning.
Choosing environmentally friendly venues, being trash conscious, emphasizing online
information delivery instead of paper, and using water stations rather than refillable bottles are just a few examples of how to design an environmentally friendly event.
Sustainability also includes thinking financially, not just environmentally. Less is generally more when it comes to junky handouts and low-value bag fillers and attendees will most likely appreciate the effort. (Fell, Renton & McCrindle 2021, 19.) Wellbeing has come to the top of the priority list in recent years. It is one of our society's most significant challenges and opportunities. The largest hurdles to many people's well-being today are mental, not physical. Toxic feedback, stress, excessive work deadlines, managing many objectives, rising expectations, and individuals who need to produce more with less are just a few examples. These have the potential to be both mentally and physically hazardous. The term "wellbeing" refers to a state of health that encompasses social, relational, psychological, financial, professional, and spiritual dimensions as well as physical health. Individual, team, organizational, and societal well-being are all goals that people strive towards. As a result, events that concentrate on and promote the health and well-being of guests will be sought after.
Programming, networking opportunities, activities, and insights that improve and add to people's well-being should all be included. The main aim should be creating an event that promotes flourishing, from the catering to the ergonomics, from the program to the content. Added to this, all the health safety issues the covid-19 has brough over the event industry, one can easily say that it is not easy bringing successful experiences to the crowds. (Fell, Renton & McCrindle 2021, 21.)
6.2 Responding to the future with a strategic recovery framework: The Kaohsiung