The 2024 Conference Landscape: Trends to Watch

by Gemma Dunphy-Lay, Head of Client Services

We’re two months into a new year, 2024 programs are taking shape, and we continue to adapt to how audiences want to connect, learn, and collaborate as we help guide our clients. Innovation has driven so much change, especially through the integration of technology and tools, that we now have a much deeper understanding of what makes events truly impactful and what audiences have come to expect from these experiences.  
 
Let's unpack the top trends set to define the events landscape in 2024: 

1. In-Person is Where it’s at

In what could be considered a full-circle moment, the demand for in-person events has never been greater. Fostering a connected community is high on the priority list for many of our clients in 2024. In-person event experiences are the preferred audience format to for building real-world relationships, learning about new products or services, and creating deal opportunities. This doesn’t mean there isn’t a place for hybrid or virtual within the marketing mix. Making trade-offs on event format will always be driven by audience expectations, especially as new tech tools provide flexible options to conference organisers. 

2. Sustainability Takes Center Stage 

Sustainability is no longer a buzzword but a core element of a unified ESG strategy. Events in 2024 are going green, with a focus on reducing carbon footprint, minimizing waste, and promoting eco-friendly practices. From digital swag bags to sourcing local produce for catering, every aspect of events are being reimagined to align with sustainable values, resonating with an increasingly environmentally conscious audience. 

3. Personalization Peaks 

This is the age of data, where personalization wins. Technology conferences in particular are seeking ways to build around AI and machine learning to offer tailored experiences to attendees. From customized agendas to recommended networking opportunities, events are becoming single-attendee centric. This hyper-personalized approach ensures that each participant walks away with a unique and fulfilling experience, maximizing the return on their time and investment. 
 

4. Wellness in the Spotlight 

As we acknowledge the importance of mental and physical well-being, wellness is becoming a key component of event activation. In 2024, expect to see dedicated spaces for relaxation, mindfulness sessions, and even wellness workshops integrated into event schedules. This trend reflects a holistic approach to professional gatherings, recognizing that a balanced attendee is an engaged and productive one. 

5. Enhanced Networking Through Tech 

Networking has always been at the heart of conferences, and different tech platforms are facilitating deeper and more meaningful connections, using algorithms to match attendees with similar interests or complementary professional goals.  

6. Content is King, Context is Queen 

Content remains crucial, but context is gaining prominence. In 2024, conferences are not just about delivering stellar content; they're about contextualizing it in a way that resonates with the audience. This means curating sessions that address current challenges, anticipate future trends, and provide actionable insights, ensuring that every presentation or workshop offers real, tangible value. 

7. Lower cost, Higher impact

With the macroeconomic outlook being the way it is, marketing teams continue to look for individual approaches to do more with less. We love a challenge, and the visibility we have across different ways of working with our clients allows us to propose alternative ways to reduce or recover costs, without negatively affecting the audience experience. Some of our methods include designing bespoke attendee engagement opportunities for sponsors or offsetting event promotional costs through media and advertising partnerships to name a few. 

Trends by their definition are transitory, but they’re usually true to form when it comes to capturing directional transformations happening in the market. The future of events is not just about where we gather, but how we gather, interact, and innovate together.

Need some help figuring that part out? We’d love to talk to you about your event portfolio.