6 Trends That Are Here To Stay In 2024

In this era of rapid change, where the distinction between physical and virtual events is increasingly nuanced, where sustainability is not just a preference but an imperative, and where technology is reshaping the very fabric of experiential engagement, it can be difficult to determine what direction to take your event strategy. So, as we step into the vibrant landscape of 2024, fuelled by innovation, technology, and a growing demand for experiences, join us on a journey as we unravel the trends that we believe are set to rise in the events industry in 2024.

1. Sustainable Practice

As the global call for environmental consciousness grows louder, the events industry is stepping up to the plate with a commitment to sustainable practices. As the industry goal to achieve net zero by 2050 grows closer, the urgency for eco-friendly policies and processes has continued to no longer be an option but a necessity.

The movement on event sustainability has been steadily gaining momentum over the last 4 years and it’s showing no signs of slowing down anytime soon with international shows like MWC making it a primary focus within their event program. As global companies make it their corporate policy to minimize their carbon footprint, it is assumed a pre-requisite that event partners have sustainable planning practices in place to stay competitive in the industry.

Our Sales Director Tom Hawes commented “Our journey to sustainable events is continually evolving. Together, we can create impactful experiences that not only captivate audiences but also leave a positive environmental footprint.” Read more about Cook + Associates’ stance on sustainability here.

2. Event Analytics

Data Analytics are a powerful tool in the event industry, offering insights that can drive strategic decisions, enhance the attendee experience, and contribute to the overall success of events – and that’s why event analytics are here to stay in 2024. Registration Data, attendance tracking, session engagement, and geolocation tracking are all the key data pieces to track in 2024 to provide deeper insights into attendee behavior, preferences, and engagement and optimize future experiences based on data-driven decisions.

3. Health + Wellbeing

The COVID-19 pandemic has accelerated the prioritization of health and wellbeing at events. What started with stringent hygiene protocols turned into dedicated mental wellness spaces, placing attendees’ safety as a top priority. Events, whether trade shows, conferences, festivals, or gatherings, can be overwhelming, and organizers play a key role in fostering a positive and inclusive environment. Supportive and accepting event policies we see as being a top trend going through 2024, promoting physical and mental health from planning to delivery.

4. Connected Event Campaigns

Seamless connectivity has become the cornerstone of successful events, integrating multi-channel marketing strategies to create connected event campaigns that span social media, email, and other digital platforms. Whilst this isn’t a new trend, it is certainly one that will be more widespread through 2024 as brands realize the value of strategic marketing to create a consistent and engaging experience for attendees before, during, and after the event, fostering success from beginning to end.

You only need to look at the Barbie film last year that took the world by storm with its integrated event campaigns. From the real-life Barbie dreamhouse and showstopping global tour to selfie walls and viral memes, Barbie made 2023 their year and certainly reaped the rewards from it.

5. Expansion of AI

Artificial Intelligence (AI) is evolving from a buzzword to an indispensable tool in everyday life. From chatgpt to predictive analytics, AI is streamlining processes and enhancing overall efficiency, and it’s already being found in the events industry from initial planning to on-the-floor technologies. As the advancement of AI continues throughout the coming years, we will begin to see its influence in much stronger ways as human-less interactive exhibits or just as algorithms to log and analyze attendee data to deliver personalized experiences, schedules, and content.

6. Niche + Micro-Events

Mass events have always proven popular, but since the pandemic event-goers have been seeking more personalized and intimate experiences. Smaller, specialized gatherings are growing in popularity to cater to the specific interests of marketing segments, providing a more focused and immersive experience for attendees. The shift towards niche events reflects a desire for quality over quantity, fostering meaningful connections and interactions.

As the amount of planning and resources required to organize small events is limited, they can be held more frequently than large-scale events, ideal when brands want to leverage a trending topic on social media or in the industry enabling the brand to be a part of the conversation as it unfolds.

For example, the global fitness clothing brand Gymshark has been running its niche “Gymshark Lift events” across the globe since 2017. THE place for the Gymshark Community to come together and celebrate not just the culture of lifting, but the future of the sport. A huge success in celebrating the brand’s ethos and sharing positive brand equity to its most influential market segments.

Want to know more about our expertise? Or are you looking for something new in 2024? Drop us a line @ info@cookandassociates.co.uk or head over to our contact page!