Events need to create successful cultures to thrive,
according to the IBTM World Trends Report 2023.
Launched at IBTM World in Barcelona, this year’s report explores the cultural changes that are
currently taking place in the business world, including sustainability, DEI, the
metaverse, ethical business and the dynamic office, and examines how these may
affect the sector. It also looks at business trends across different sectors,
experience trends and regional trends from across the world.
The report’s author, Alistair Turner of EIGHT PR, said: “Like
companies, events need to create successful cultures; for delegates, ones that
show empathy and understanding; for organisers, ones that nurture, grow, and
reward them. To create events with great cultures, we need to understand the
changes in our global, business and industry cultures. That is what this year’s
report is really all about.
“One of the things that we, as an industry, also need to be
aware of is how future fit we are. One of the biggest issues facing events at
the time of writing is resource: people and material. How can we encourage the
next generation of talent to choose our industry for their careers? How hard
are we working to reach every corner of society, regardless of race, colour, or
creed, and to attract and make them feel welcome in our businesses and
organisations?
“Is our culture one that aligns with the values of the next
generation? One that prizes ethics and strong values, that cares about each
other as well as the planet, that invests in wellbeing and that leaves positive
legacy? This is the experience generation; how welcoming are we, the experience
creators, as an industry that they may wish to join?”
Corporate brands are more motivated than ever to demonstrate
that they care for the social issues that their customers care about, says event
strategist Kim Myhre, of Xdesigned.com in the report.
“In the UK, for example, there are more than 17 million
millennials that make up the largest generational workforce, they are digitally
enabled with access to more immediate information about the world around them,
and they want to associate with brands that care about the issues that are important
to them," he says. “As digital, virtual, and hybrid experiences become the ‘new
normal’ for building brand communities, opportunities will emerge for corporate
brands to build social purpose initiatives that extend well beyond the
traditional live event.”
To read the full report, download it here.
