Empathy, understanding the community, handicap accessibility and providing professional credential goes a long way to making business happen. Photo Credit: GettyImages/Rawpixel
With the return of face-to-face meetings, business event planners and
delegates are beginning to recognise the urgency of advancing diversity,
equity and inclusion (DEI), as are a number of switched-on
destinations.
Speakers
at Malaysia Business Events Week 2022 agree that the key to any
destination’s success post-pandemic is to nurture partnerships, goal
setting, agility in responding to global trends, and thinking long-term
for the sustainable growth of the industry.
DEI is also one of the most impactful and creative ways business
events can advance sustainability – by going beyond the traditional to
integrate new opportunities designed to engage attendees and benefit and
“give back” to host communities.
Connecting events and destinations with local communities, social
enterprises, start-ups and local governments is, say experts like
president and CEO of the Professional Convention Management Association
(PCMA), Sherriff Keramet, good for business.
“Business events can play a critical role of bringing people together
while having dialogues and tough conversations that allow you to narrow
the gap that exists so you can solve complex social issues,” he said
during MBEW.
But what should destinations be doing to effect more effective and measurable change?
Here are four things to consider when planning for meetings and
events, as discussed during the MBEW 2022's panel session on 'Our Values
Today: DEI’:
1. The art of empathy
Jane Cunningham, director of European Engagement – Destinations
International, says that adopting DEI can be overwhelming. To ease
adoption, “Ask yourself: What does belonging and welcoming mean to you?
If we understand where people are coming from and try to walk in their
shoes, we make them feel comfortable. Just as when you invite people to
come into your home, you want to make them feel welcome.”
2. Understand the community more
“One of the opportunities with technology and hybrid events during
the pandemic was that a lot of women and those with families were
attending events. They don’t have to worry about organising time with
their children,” says Sarah Markey-Hamm, president-elect of the
International Association of Professional Conference Organisers.
One of the things we learned [at World Deaf Association Conference] is that you have to have food that people can eat in one bite because the deaf talk with their hands.
Sarah Markey-Hamm, president-elect, International Association of Professional Conference Organisers
If you want everyone to be there, think about timing events within
school holidays. If it’s about education, think about recruiting young
speakers. Look outside the bubble to bring in diverse audiences, she
says.
3. Gain professional credentials
Get certifications for your venue and special advisors from societies
or associations in your city to understand the needs of participants
coming to your destination.
4. Make space for accessibility
Other than wheelchair access, consider getting a sign language
interpreter and accommodate the hard of hearing with hearing loops.
“We did a World Deaf Association Conference and one of the things we
learned is that you have to have food that people can eat in one bite
because the deaf talk with their hands,” explains Sarah.
“These are things that someone may not be able to tell you – you’ve got to experience it yourself.”
Never underestimate the power of asking people who are part of the community what matters to them.