How savvy event planners are turning audiences into brand champions

It's no secret that corporate events are getting more immersive and engaging – which, for event planners, means "more complex". We have RFID badges that connect with the conference's mobile app. The keynote stage sports light rigs and towering projection screens that would make many a rock band a little bit jealous. 

But there's a whole other side to creating memorable events, and it has nothing to do with the latest tech. Today's savvy event planners are placing more emphasis on diversity and inclusion. Creating inclusive events feels right from a social justice perspective, and besides that, it's a smart business practice. 

Designing inclusive events is simply good business

Our goal as corporate event planners is to create experiences that transform attendees into champions for our brand. To do that, we need be inclusive of all types of audiences. They are diverse, span multiple generations, and are socially conscious in ways we hadn't even thought of before.

Since I joined Atlassian two years ago as Global Head of Events, we've made big strides thanks to some surprisingly small changes in the way we run Atlassian Summit, our annual user conference that attracts thousands of attendees each year. 

Blind speaker submissions have resulted in more representation from women and other groups who have traditionally been underrepresented. Gender-neutral restrooms and "pronoun badges" that show how an attendee prefers to be referred to have made members of our LGBTQ* community feel like they belong.

Our evening Diversity In Tech panel has become a tradition, and has maxed out attendance every time. And it's not just us. As EventMarketer reported recently, Twitter, Cisco, and others are seeing the same kind of enthusiasm for programming that focuses on women's and African-American issues. 

All these tactics cost us next to nothing. And all have resulted in positive feedback and social buzz from attendees across the spectrum – not just those from historically marginalized groups. 

Can industry events help crack the diversity code?

In the events space, we often talk about "glocalization" – applying global ideas in a local context. Creating inclusive events that foster a sense of belonging and help attract a more diverse audience is a perfect way to put glocalization into action.

By building empathy and understanding with communities, and by engaging with each market’s collective desires, aspirations, and cultural experiences, events can ensure a balance of continuity and customization with the messages they communicate.

From tech conferences to writers' circles, event planners have a unique opportunity to make an impact. Before you assume your company’s approach to events is too entrenched or your budget too small to make inclusion a priority, take a closer look at some of the tactics we’ve used. You might be surprised by how many are within your grasp.