Person-Centered Events – An Introduction

Carl Rogers, the noted American Psychologist, developed what he called Person-Centered Therapy. It’s based on empowering the client to take responsibility for their own mental wellbeing. They have the inner resources necessary to create the life that they want. This type of therapy says that the therapist’s role is to create a safe space to allow that to happen.

This was very different from other types of therapy that were prevalent at the time that had their focus firmly on the therapist, who was “large and in-charge” of the healing and growth process. It assumed (before Rogers) that people were flawed, and they needed a pro to “fix” them. (I paraphrase)

Rogers’ ideas continue to influence most therapy available today.

Apply this thinking to events. (What I’m calling Person-Centered Events TM). Not really a stretch. Brands have approached events with a basic assumption that the attendees need knowledge from the brand, and it’s up to the brand to provide it in ways that they see fit.

Nowadays, attendees know what they want from an event, and it is, more and more, up to the brand to provide that safe space for attendees to have their own experience. This is what they value and what we must provide.

This isn’t a knock on the old approach, it has been very successful with the attendees of the past. Boomers (and yeah, I’m one) were accustomed to education and learning that was based on discipline, rote-memorization, and teacher-led instruction. We’ve been comfortable with the idea of sitting in a large general session for hours, and then receiving smaller group instruction in the form of breakouts for even more hours.

The younger attendees today experienced school very differently. Exploration was encouraged and self-guided learning became more common. The media that they consume is available when they want it, and not according to a schedule laid out by a TV network or the newspaper delivery. ?

What exactly do brands need to consider as we build our future events? There has been a lot of discussion lately about “Softer Productivity”. This thinking focuses more on the holistic needs of the attendee, rather than strictly the needs of the brand to deliver their messages. Agendas that leave room for organic conversations and networking, meals that are healthier and consist of whole foods and fresh ingredients. Less alcohol-fueled networking (GenY and Gen Z drink far less than Boomers) and more health and wellness-based programming.

Venues need a good-hard look. If we don’t assume the agenda format is sacred, then the venues we choose aren’t so limited. Road shows provide a more intimate experience as opposed to one large gathering each year, for instance. In this case, maybe you don’t need a large convention center, but maybe several smaller, unique spaces that engage the senses differently.

How we use technology is changing. AI will have an impact on everything from media production to the registration and managing of tracks for attendees. How can we use these strides to build a more person-centric experience?

Of course, all of this must be delivered withing the context of the brand and brand messaging. Agencies are evolving to help brands navigate the changing landscape. We’re already seeing morning yoga classes, puppy pens, and reusable water bottles. And we need to keep in mind that not everyone who doesn’t like to stay up late drinking, wants to pull on some yoga pants and practice with a bunch of strangers. We need to expand our offerings in all areas.

I find this movement exciting and very refreshing. I’ve been working in the events space for going on 4 decades, producing, writing, leading creative, consulting and managing full agencies. In 2004 I earned an MA in Spiritual Psychology and began my own journey of growth and personal development. I’ve learned in my own experience that taking care of the whole self leads to greater productivity and more fulfilling work and home life.

These kinds of initiatives are not just a nice-to-have to address the needs and wants of a younger crowd, they make good business sense. ?Several studies show the positive impact that self-care such as breaks, and healthy eating have on productivity.

In the coming weeks, I’ll explore more in-depth topics such as: Agenda, F&B, Networking, Venue Selection, Experiences and Technology. All of these with the lens that Gen Z’s needs are far different from Boomers’ and how those differences can be addressed. Please let me know if there are topics in this realm that you’d like to explore deeper, or any experiences you have that you can share.