"Top Trends in Experiential Events" today often reads like a buzzword parade: AI, personalized technology, reactive environments, biometric touchpoints. There’s no doubt that emerging tech has brought a sense of novelty and awe to our industry, it’s exciting to explore the tools that can create entirely new experiences for our audiences.
In a world increasingly experienced through screens (who else is guilty of working on your medium screen, while being entertained with your large screen, and mindlessly scrolling your pocket screens?) - will the flashy use of XXL screens truly leave a lasting impact? While we are still quietly healing from the isolation of the pandemic, living more siloed lives, and even using apps designed to help us reconnect in person, I find myself wondering: is more technology really the best way to create meaningful impact in our industry right now?
I’d argue, no.
We’re more digitally connected than ever before, yet the prevalence of that connection has only underscored just how much true, human connection is missing. The kind you can feel in a shared moment. The kind that lives in eye contact, belly laughter, and physical presence. Events remain one of the few spaces where we can gather people around a common purpose, whether it is to learn, to create, or to explore. Within that shared space also lies a desire to connect, and I would challenge - a duty for us to provide that opportunity. In a landscape where so many of us are quietly craving more, I ask us to consider whether connection is our most powerful offering.
As we find our footing in this rapidly advancing age, the most powerful experiences won’t be the ones that perform connection through hyper-customization or clever automation - they will be the ones that cultivate it. As the providers of experiences, we get to ask: how can we design moments that bring people back to one another?
Data shows that over 60% of event attendees cite networking as their primary reason for showing up. While we can entice and draw in the crowds with the flashy elements - it isn’t the swag, the photo ops, or even the thoughtful branded gift that people remember most. It’s the authentic moment of connection. It’s the conversation that left them seen. It’s the space that made them feel like they belonged.
So how do we create spaces that achieve that? We begin by designing experiences that invite participation, not just observation. Pair immersive settings with invitations for people to interact with each other, not just with your brand.
Let’s create the moment that lights up social feeds as equally as it offers a takeaway that carries a memory. A photo with a story. A gift that sparks conversation. I challenge our industry to lead with intentionality. To use technology where it helps and prioritize connection where it counts.