The Future of Live Events

Welcome back to An Unfair Advantage. With the excitement of the Olympics still fresh and the Paralympics ramping up, we’re reminded of how these global events uniquely bring us together and create unforgettable shared experiences.

As the live events industry surges toward an estimated $1.57 trillion by 2028 (WorldMetrics), we see that same spirit of connection and innovation reshape how people gather and experience moments together.

Let’s look ahead to see what the future holds for this booming industry.

The events industry is on the brink of transformation. Explore what brands must do to lead the charge in this evolving landscape.

tldr: In this edition, we explore the key trends and insights that will redefine the future of live events and what brands must do to stay ahead.

Holistic Wellbeing

The world of work has fundamentally changed post-pandemic. Studies show that Gen Zers cite well-being as a top priority as employees, with 83% saying it’s on par with salary (Health Club Management). This major shift in mindset is increasingly influencing corporate live events, where the focus is expanding beyond professional growth to include mental, physical, and emotional health.

Gesture Control Tech: Post-pandemic hygiene concerns have driven demand for touchless solutions at live events. This is where gesture control tech comes in. At a conference by the Association of the United States Army, a speaker controlled a slideshow on an 80-inch screen using gesture control. The technology tracked palm motions, allowing the presenter to navigate a virtual timeline without touching surfaces. Though driven by necessity during the pandemic, the implications of gesture control at events are only now being explored to their full extent. Gesture controlled interactive screens, contactless data sharing and even more elaborate presentation controls will follow.???

Mindfulness: In 2024, mental well-being is as vital as physical health. Brands incorporating mindfulness practices into live events can prove they value the full attendee experience, not just bums in seats. Features like meditation sessions, digital detox zones, and nature-inspired spaces reflect a commitment to overall well-being, ensuring attendees leave not just informed but refreshed and energized.

Diversity, Equity and Inclusion: To truly embrace holistic well-being, it's crucial to integrate DEI principles and meet the varied needs of all attendees. However, how can event producers ensure their content hits the mark with everyone in the audience? One effective strategy is to test and refine content before the event with a panel of diverse, synthetic personas. This approach allows pre-event evaluation of potential cultural impact, ensuring a more inclusive and thoughtful event experience.??

ROE > ROI

Once upon a time, live event success hinged solely on revenue and Return on Investment (ROI). Today, audiences are looking for a Return on Experience (ROE) that aligns with their values, giving them memorable moments that resonate on a personal level. To captivate this discerning crowd, brands must go beyond the basics, offering richer, more engaging experiences that genuinely connect with attendees.

Brand Affinity: Prioritizing long-term success over immediate sales can reap serious rewards. Just look at the Stanley Cup Clubhouse at the British Summer Time Festival as a prime example. Rather than pushing for direct sales, Stanley Cup offered free fitness classes led by popular influencers—like viral-worthy disco yoga—along with free products and prizes. This strategy generated extensive organic social media exposure and strengthened their overall brand affinity.?

Immersive Environments: 64% of attendees say immersive experiences are the most important event element (Freeman). Fortunately, brands don’t need to reinvent the wheel to achieve this. Instead, focus on bringing your brand's feeling to life. A great example of this brand feeling is Moncler’s “Extraordinary Expedition," which took visitors on an immersive journey that drew on the sights, sounds, and smells of the mountains. This journey connected more intimately with the brand and left a lasting impression.

Gamification: By integrating game-like elements, brands can boost attendee participation at live events. Take TD Bank's Diversity & Inclusion conference in 2023, for example. They introduced interactive features via an app, including live polls and leaderboards, to gauge audience sentiment throughout the event. While these features aren’t flashy by any means, they help to break up lengthy sessions and inject energy back into the conference, which shouldn't be overlooked.

Authentic Connections

Recent research reveals that 88% of event professionals consider networking opportunities the primary reason people attend events (First Event). This changes everything. If all an event does is bombard audiences with content (no matter how insightful), attendees will leave unsatisfied. Brands need to do better.

Data & AI: How can brands make networking more intelligent? Imagine an AI-powered digital concierge that uses rich attendee data to recommend sessions based on preferences and speakers they want to connect with or even suggest relevant topics to discuss with specific people. If brands leverage AI technology in this way, they can offer attendees something genuinely useful for their personal and professional growth.?

Year-Round Engagement: Flagship events might be your brand’s biggest revenue opportunity, but they shouldn't be the only priority. Ongoing activity can help brands connect with audiences all year round. For example, in the live music scene, organizers create group chats to build a sense of community before and after events. The same approach can be applied to professional events, allowing attendees to maintain connections, share insights, and collaborate on new ideas long after the event ends.

Exclusive Experiences: Think you need an annual event or conference to craft unforgettable live experiences for your customers? Think again. Take a page from IKEA’s playbook with their inventive World Sleep Day celebration. IKEA orchestrated an exclusive sleepover for IKEA Family members in the UK, featuring unique activities like ASMR experiences. With only 100 spots available, this limited access generated a buzz on social media and significantly boosted excitement around their brand.

Join the Conversation

We’d love to hear from you! What are your thoughts on integrating gamification or mindfulness into live events? In the comments below, tell us where you’ve experienced future-forward innovation at live events.

Looking to harness the power of emerging tech for your next event? Partner with Rehab as to make your vision a reality. Book a session with our team today.