One of the many aspects of marketing and communications that is experiencing something of a refresh is the events sector.

Because Covid-19 has completely altered the way we work and socialise, event management, which is a combination of the two for many in the marketing world, will be wrapped up in this. The Drum recently reported that the experience economy was growing by 8% annually until this year, and was set to be worth $12bn by 2023. This forecast is looking increasingly inaccurate as the future of experiential events wavers. 

But, this isn’t a negative view. Yes, it’s true that events in the traditional sense are incredibly valuable from a branding perspective. Companies that open their doors to press and consumers alike help attendees create a more meaningful relationship with the brand and its products or services. But physical events may not be the most sustainable form of brand interaction post-Covid-19 and there are exciting, innovative developments to ensure companies can still reach their demographics in compelling ways.

Because social distancing and proximity anxieties will far outlive the virus itself, all future events will necessitate clear communication surrounding the health and safety of attendees. Access to physical events will be limited and brands will need to adopt higher levels of social responsibility. As many showrooms, galleries and shops have begun to reopen around the UK with social distancing measures in place and available hand sanitiser, it is clear that there is a prevalent commitment to these social health obligations that will extend into the management of events in the future. 

From a local perspective, this is more than manageable with a little patience. However, until travel restrictions are lifted, it is highly unlikely that international events such as art fairs will be able to take place. Looking beyond the pandemic, air travel costs may increase and uncertainty around travel at a more general level will limit passenger numbers. Also, events are the fifth biggest polluter in the world, emitting 3bn tonnes of CO2 and sending over 4bn tonnes of waste to landfill every year (The Drum), and this environmental damage is only exacerbated by unnecessary international travel. This is when virtual alternatives come into their own. 

One of the more obvious ways in which events will adapt to the post-Covid-19 marketing space is by embracing digital as a route to the consumer. Many brands have already executed successful online events, using platforms like Zoom to reach their customers through conference-style panel discussions with industry professionals. Moving forward, these virtual tools can be used in conjunction with smaller physical events to increase the scope of the event, meaning some attendees will be able to ‘dial-in’. This physical-virtual hybrid is far more cost-effective than hosting large-scale events, providing a more socially and environmentally sustainable way to position brands on a global scale. 

With this in mind, it is time to catalyse a shift towards making events and communications practices more sustainable, flexible and accessible. The landscape of marketing and events is due a sea-change, and with the will to persevere, innovative thinking and clear messaging, I look forward to the results.