The events of 2022: how will the industry fare?
First of all, digital events will not disappear. In fact, new opportunities have arisen from the pandemic crisis and many companies have embraced technological innovation. New immersive experiences will be the new standard in almost every field. For instance, many brands are increasing their investments to adapt to the metaverse and experimenting with new types of e-commerce, such as 3D flagship shops and pop-up shops.
The main advice is therefore not to stop investing in digital events because hybrid formats are definitely here to stay, also considering the success already achieved in the field. This business model has created new interactive spaces and succeeded in engaging attendees all over the world, overcoming the physical boundaries of traditional venues and expanding audiences.
In addition to focusing on in-person events, it is worth continuing to engage remote attendees by using 3D technology, virtual reality, and augmented reality. Combining and integrating these two dimensions will be the main challenge for industry professionals, not only in 2022 but also in the coming years. The ultimate goal is to create an increasingly realistic environment and host digital events like a natural extension of in-person events.
Health and safety will also continue to be key factors in 2022 and event planners will have to put the necessary measures in place and budget in accordance.
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The importance of sustainability and social responsibility
Sustainability, which is a global issue and particularly relevant to the events industry in 2022, will be equally important for individual planners. Professionals working in this field will therefore have to do their utmost to reduce the environmental impact of their activities, aligning themselves with the imperative goals set for the sake of the planet and of future generations.
It is no secret that the events industry is costly and resource-intensive, which makes every step taken towards sustainability will benefit planners, improving brand awareness. Making the events industry sustainable will also increase the impact on a target audience that, globally, is becoming increasingly aware of the climate crisis and the need to tackle it.
The same principle can also be extended to socially relevant issues, which are considered prominent by growing portions of our society. From this point of view, the events industry should see itself as part of a positive change and look with particular interest at supporting socially meaningful causes and promoting fundamental rights, from the visibility of the LGBTQIA+ community to the fight for gender equality.
Many brands have already aligned themselves with these values for some time and it will be essential for the sector to move in this direction and communicate it most effectively.
Especially considering the fact that the widespread use of social media platforms amplifies not only the power of the message that is being promoted but also the visibility of all the companies that choose to be sustainable and socially responsible.
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