Consumer-first event participants

When researching business event trends for 2025, I kept coming back to a few phrases I saw over and over again: intentionality, human connection, and meaningful interaction. These sentiments reflect a larger ongoing trend across society: After the pandemic ends, consumers are expressing a desire to seek connection with purpose, according to global marketing consultancy Mintel’s 2025 Global Consumer Trends Report. The report adds that social groups have become a necessary part of how people plan for the future – given the complexity of the big problems we face, such as global warming, “it is neither logical nor desirable to address them alone”.

But consumers (aka attendees) have higher expectations when they gather together. One of the five biggest business trends Forbes Story predicts that the focus in 2025 will be customer experience. “Businesses that excel at delivering frictionless, hyper-personalized and memorable experiences will find themselves in a leading position to differentiate themselves from the competition.” Forbes wrote. “Consumers expect businesses to meet their needs and provide services tailored to their needs.” As consumers, attendees expect more personal, intimate and people-centered gatherings.

Another person said this desire is driving the rise of small, highly focused “micro-events” that offer tailored experiences to fewer than 50 attendees. Forbes Stories, providing attendees with “a more intimate setting that fosters real connections and interactions.” And because the events are local or regional, attendees can be where they are, reducing their carbon footprint.

This approach can also be done in conjunction with large events. For example, the American Geophysical Union (AGU) 2023 Annual Meeting held last December at Virtual Center San Francisco in Zurich, Switzerland, combined remote presentations and live viewing panels to reduce travel while enabling in-person interaction—68 people Register for this event.

Another way organizers can capitalize on consumer trends is by ensuring their events align with attendees’ values. Consumers are increasingly buying from brands that align with their values ​​and priorities. According to consumer marketing surveys, 60% to 85% of respondents consider sustainability when making purchases, but these brands and campaigns must deliver on their promises. According to the Mintel report, consumers are looking for brands that support and enhance their lives on a functional level, “not just vague corporate social responsibility statements that cannot be translated into solutions.”

Nearly half of Amex GBT Meetings & Events’ 14th Annual Global Forecast survey of 519 meeting professionals in North America, Latin America, Europe and Asia Pacific are delivering on corporate social responsibility claims. They are implementing sustainable meeting and event policies, prioritizing waste management practices, and choosing food and drink options that are better for the planet.

By focusing on these efforts, campaigns show stakeholders that they are paying attention to what is important to them.

Curt Wagner is a digital editor held.

More exhibition industry facts and figures