Events In Transition: Adapting to Regionalism, Data-Driven Trends, and More
By Kara Dao
As we navigate the changing tides of in-person events coming out of the heart of the pandemic, several key trends are emerging that reshape how events are planned and marketed. From environmental considerations to regionalism and the power of data-driven insights, the business intelligence of events is top of mind now more than ever. What’s the latest?
1. The ESG Imperative
Environmental, Social, and Governance (ESG) considerations are no longer optional; they have become a central focus for event organizers. ESG criteria have evolved from being part of Corporate Social Responsibility (CSR) to a decisive factor in decision-making. Event organizers are now carefully selecting their locations and considering their environmental and social impact. The emphasis is on hosting events in areas that align with ESG values, ensuring sustainability, inclusivity, and responsible practices. Additionally, organizers more frequently integrate CSR activities into their events.
2. Embracing Regionalism
As economic nationalism continues to gain traction, event organizers are compelled to rethink their strategies, opting for more agile and adaptive approaches. This shift entails hosting events in multiple locations, diversifying their reach, and embracing segmented marketing to cater to the preferences and nuances of local and regional audiences. While these changes come with their own set of challenges, including navigating digital divides and misinformation, they also present exciting opportunities. Regionalism has the potential to boost local innovation, promote regional trade, and ensure the resilience of events in the face of global disruptions (e.g., the pandemic and war in Ukraine), ultimately reshaping the industry’s dynamics.
3. The Era of Data-Driven Brands
While data-driven decision-making is not new, the events industry is witnessing a shift toward deeper and more meaningful data utilization. The objective is to personalize the event experience for each attendee, offering a “create your own journey” approach. Event organizers leverage data to create brand resonance through targeted marketing and event experiences. The key distinction is the emphasis on harnessing data for in-event personalization, allowing attendees to curate their experiences in real time. This trend empowers event organizers to connect with attendees on a more profound level and enhance overall event engagement.