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The future of events in 2022 and beyond

The events industry has undergone seismic change over the last two years. Virtual events
were already growing in popularity pre-pandemic, but the shift online was fast-tracked
when live events were cancelled in 2020. Two years on, although there are still challenges
ahead there are also huge opportunities for the events industry. This blog looks at likely
trends for 2022 and beyond as event professionals continue to navigate through
unpredictable times.

Virtual events

Initially used as a temporary solution in response to the COVID-19 outbreak, it looks like virtual events are here to stay. According to 2021 LinkedIn research, the future event mix is likely to be 45% virtual, 32% live and 23% hybrid.

Event professionals can see the multiple benefits of online events:

They’re pandemic proof
They’re more environmentally friendly
They’re cost effective
They allow content to be accessed after the event
They attract a wider audience
They’re interactive – Q&As, chatrooms, live polling, social feeds, emoji reactions
They’re more accessible and inclusive
They offer more personalisation opportunities
They provide data insights for ROI tracking
They can maximise the opportunities offered by virtual reality and augmented reality.

As new variants are discovered, and with many people still unvaccinated, online is likely to remain the preferred solution for many events in 2022.

Hybrid events

Hybrid events are growing in popularity as they offer greater flexibility and convenience.

For event professionals, it’s easier to be Covid-compliant – adhering to social distancing guidelines and increased sanitisation rules – if the event combines a smaller live gathering with a virtual component. In addition, a hybrid model allows businesses to have a virtual contingency plan in place, in case restrictions change, while moving forward with organising a scaled-down physical event.

For attendees, hybrid events offer more choice and opportunities. Some people will always prefer to be there in person, whereas others – who may have previously declined due to location, cost or time – can drop in and out of sessions and network according to their availability. Plus, when a virtual event platform is already in place, it’s easier for guests and speakers to switch between attending in person or online without having to cancel if their circumstances change.

It’s likely that hybrid events will continue to be popular in 2022 and beyond as attracting live and virtual audiences offers the best of both worlds.

Live events

Although there will continue to be demand for in-person events, guests are likely to weigh up the pros and cons of attending much more than they did pre-pandemic. Having experienced the convenience and accessibility of virtual and hybrid events, prospective attendees will think twice before making costly, time-consuming travel plans that have an environmental impact.

There are some aspects of live events that cannot be replicated online: the extended attention span of attendees who have set aside time to be there, the excitement of being in the same room as a VIP guest or speaker, the chance meeting in a buffet queue or the conversation that continues on the way back to the station or airport.

There are also some events that have more impact in-person than viewed on a screen such as music concerts and festivals, theatre productions, sporting events and fashion shows. Even with 360-degree video and 3D technology, these immersive experiences are difficult to fully convey via digital technology at present but, as virtual and augmented reality continues to evolve, the future possibilities are endless.

Less tech-savvy people, who are daunted by virtual platforms, will always prefer to attend live events but they are increasingly in the minority. Widespread working from home during the pandemic has meant that millions of people are now more confident about using videoconferencing tools.

Live events made a comeback in 2021 and the appetite for in-person experiences is likely to continue during 2022, new variants permitting. However, the events landscape has changed forever and physical events will not necessarily be the first choice for event professionals and guests in future.

Sustainability

Climate change is one of the biggest challenges facing the events industry. Organising sustainable events will be more important than ever in 2022. Deloitte’s consumer sustainability report reveals that 32% of consumers are highly engaged with adopting a more sustainable lifestyle and Gen Z is embracing more sustainable behaviours than any other group.

Here are a few ways that event professionals can plan and deliver more eco-friendly events:

Provide sustainable alternatives in event pitches
Include the cost of offsetting carbon emissions in budgets
Examine every part of the event to see what can be reused, reduced and recycled
Adopt virtual or hybrid events, if appropriate for the event and audience
Encourage the use of public transport for in-person events
Ensure venues have sustainable practices
Reduce energy and water consumption
Use local suppliers / suppliers with sustainable products and services
Choose contactless check-in and digital event materials
Offer more plant-based food options.

Addressing sustainability will be a top priority for 2022 as event professional face pressure to organise events that are more environmentally responsible.

Diversity, equity and inclusion

The rise of virtual and hybrid events has improved accessibility but there is still room for improvement in the events industry when it comes to diversity, equity and inclusion (DE&I). For events to reach their full potential, they need to mirror the diversity of the audience.

Here are 10 tips to help make events more diverse and inclusive:

Run digital events to remove geographic barriers and reach more people.
Feature diverse speakers and topics to ensure that people from a broad range of backgrounds, gender identities and racial ethnicities are involved
Source a diverse and multicultural team of suppliers
Offer inclusive food choices that go beyond the standard options
Check the venue is accessible to wheelchair users and people with temporary disabilities
Organise a sign language interpreter, if required
Find out if a hearing loop is available and test it’s working
Provide large print, high-contrast, braille, electronic or audio formats of event materials
Set up live captions and subtitles in English and other languages
Offer discounted tickets for people on low incomes.

Looking ahead, a diversity, equity and inclusion (DE&I) strategy should be part of every event plan. Creating fully accessible and inclusive events will attract a more diverse audience and enhance the experience for everyone.

The Metaverse

Beyond 2022, the metaverse looks set to transform the events industry. As it doesn’t yet exist it’s difficult to imagine exactly what it will offer. Facebook co-founder Mark Zuckerberg shares his vision of the metaverse in this video clip. It’s likely to build on virtual reality (VR) and augmented reality (AR) technology to deliver a fully immersive 3D experience. Guests will feel like they’re actually at the event, not just watching it online. Each person will attend as a hologram (or avatar) and interact with the holograms (or avatars) of other guests in the same virtual space, even if they’re miles apart in the physical world. There will be no limit to the number of people who can attend. Global tech giants, game developers and social media organisations are investing heavily to bring the metaverse to life in the next five to 10 years.

Take your event to the next level in 2022

At Jade Green Productions, we provide event management, consultancy and production for all types of organisations. Over the last 10 years, we’ve built a reputation for the seamless delivery of corporate events, theatre productions, sporting events, private parties, fashion shows, celebrity events, product launches, music events, award shows and more.

Our virtual, hybrid and live events push the boundaries of technology with customisable, interactive AR, VR, 3D and 360 platforms that offer unlimited event possibilities.

Whether you need end-to-end project management, support with specific areas of your event or on-site staffing and operations, we’re here to make your life easier.

Get in touch to discuss how we can help you.