Meetings and events need to create successful cultures to thrive, according to the IBTM World Trends Report 2023.
Launched at the meetings industry trade show 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
Organisations 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.