Eventbranche News – In the next number of Trendmagazine, due out at the end of March, six trendwatchers offer their perspective of the future and discuss their expectations. Here’s a sneak preview of what two of them have to say.
Jempi Moens of Fresh Forward points at the growing need for creating an experience and meaning for event attendees. The citizens/consumers/attendees who participate in an event constantly ask themselves what this is contributing to their private or professional life. An event should contribute something on a rational, intellectual or emotional level. It is not enough now to assemble a group of people for a traditional networking event. As an event professional, it is essential to address this new trend and inform attendees what they will be taking away from the event and its value added.
Co-creation, customization and no-shows
According to Moens, co-creation and customization come to the fore. Generation Z (18 years old or younger) has been brought up to believe that each product or service can be tailored to their personal tastes. The trend towards small-scale continues, also in catering concepts, where the sitting room ambience is gaining in popularity. In addition to this vogue for intimacy of the family type, there is also a need for extreme experiences. The middle ground is no longer in fashion. The worst place to be is middle-of-the-road. Standard events and traditional congresses get what they deserve: a high number of no-shows and, thus, poor attendance figures.
Another trend predicted by Farid Tabarki (Studio Zeitgeist) is that the economic crisis calls for innovative and affordable solutions in the meeting and event industry. The time when companies shied away from organizing events for fear of public opinion (who see them as a waste of money) has passed, but event budgets have not bounced back. Companies now want maximum returns for less money. In the meeting and event industry, there is a general feeling that there is no point in waiting for better times, meaning that it is essential to adapt now to the new normal by providing creativity and innovative and more affordable solutions, according to Tabarki, Trendwatcher of the Year.
