You should know these event trends in 2023

The topics of"metaverse events" and "sustainability" are currently dominating the event industry and more and more companies are simultaneously looking for solutions that offer integrated approaches.

We spoke to Doris Hauser (Managing Director of CONNECTcom GmbH), an expert in sustainability and communication, about this, why integrated and sustainable events are important and what innovations we can expect in the coming year.

The expert provides valuable insights and tips on how companies can set themselves apart from the competition and create unforgettable events that have a positive impact on both participants and the environment.

‍

Why are integrated and sustainable events important?

Events without sustainable event conception, implementation and impact will take themselves out of the race. Why? Because the decision-making processes of customers, participants, partners and employees are increasingly characterized by it. Because sustainability will determine business relationships and future viability. Because the legal framework is becoming ever tighter. And yes, because the climate will no longer be open to negotiation.

If you want to use the massive challenges of the event industry to gain an overarching competitive advantage, you can no longer avoid the strategic mix of live, hybrid and digital - PLUS sustainable conception, production and recycling.

‍

What challenges do your customers face when it comes to events?

Many companies are trying to network events with their digital communication. The topic is rapidly gaining momentum, but is still in its infancy for many.

At the same time, organizers feel how much their desired participants have changed. Even if the desire for personal encounters remains high, live events do not fill up by themselves. The decision criteria pro/contra live participation have become more complex. Today, innovative events must combine the advantages of both worlds: real and digital.

We can use the rapid development of the last 3 years as a springboard, ...or we can just enjoy grinding back into the old waters. The result can be seen in the registration figures and no-show rates.

Integrated events harness the maximum transformational power of sustainability + digitalization. This is precisely where there is still a lot of untapped potential.

And let's face it:
Live communication is still lagging far behind in the consistent implementation of sustainable event conception and production. Yet the potential in terms of the wide reach and emotional connection to participants is enormous.

In my conversations with companies, the same core themes emerge time and again:

- No resources. No time.

- No concrete plan for how to get started.

- The variety of challenges is daunting.

- And still entrenched beliefs that sustainability means both sacrifice and higher costs.

What really drives me is anchoring profit in the masses through sustainable events. Setting the course now for smart, integrated live communication.

The requirement to turn sustainability and future-proof event formats/concepts into an overarching competitive advantage for the company is both a challenge and an opportunity. That's why I put my heart and soul into the development of New.Event.Thinking. - N.E.T. for this purpose. Behind this is a holistic way of thinking for sustainable impact and innovative real-digital event formats.

‍

What innovations can we expect in 2023?

Marketing has become an active contribution to corporate transformation.

It's about rethinking formats. Conserving resources. Avoiding emissions.

Aesthetics, interaction and collaboration with other companies and innovation leaders are increasingly coming to the fore. A radical change of perspective. Use of urban spaces for a business festivalization. Creating personal connections through open dialog spaces - allowing a loss of control.

The "carbon handprint" - i.e. the positive impact of innovative events - is becoming increasingly important for the negotiation of event budgets and the internal commitment to sustainable implementation.

Events leave an unmistakable and lasting impression

👉 For holistic business success

👉 For more leads, more awareness, more customer loyalty

👉 for community development

👉 For successful, authentic employer branding

👉 for knowledge transfer

👉 for sustainable action and the climate

In short: business success and soft facts are closely linked.

Just like soft facts and sustainability.

‍

What tips do you have for companies and event organizers who want to stand out from the competition?

Think bigger: move away from individual event projects and towards an integrated, networked event strategy. For example, with a lighthouse event that emphasizes the value of personal encounters in combination with digital satellites.

Utilize the magic of a real-digital space that connects people and networks the physical and digital space. This is exactly how companies can deepen their relationships with their stakeholders in an attractive, sustainable and successful way.

Engage in 360° communication with participants: before, during and after the event. Use the energy of an event as the starting point for powerful 360° communication.

Transparently demonstrate what has been achieved together. Take the participants with you on your journey towards a sustainable business model. How brilliant when an event becomes both an inspiration and a sustainable impact for the participants' private environment!

Sustainability does not mean doing without, but a conscious and intelligent use of resources.

Important: Only what is measured can be improved and optimized.

About the expert

Doris Hauser

Managing Director CONNECTcom gmbh

Expert and coach for sustainable, real-digital live communication

and initiator of New.Event.Thinking - N.E.T.

Doris Hauser supports companies in the implementation and establishment of sustainability topics, on the way to real networking of online and offline and to more business impact.

In close cooperation with executives and marketing/event managers - in the role of external coach and consultant, or directly within the company, taking on an interim management function.

‍

Other interesting articles:
The top 10 event trends for 2024