PCMA’s EVENT TRENDS We'll Be Watching in 2022

Here is our summary of the shifts in events that PCMA’s Convene editors have their eye on for 2022, based on what the past year has taught them and what experts inside and outside the events industry forecast for the year ahead:

LESS IS MORE
“I hear many saying it will take no less than a truly exceptional experience to prompt them to travel... As a result, I think we will see companies and organizations start to rethink their big- picture strategy and put their energy into hosting fewer but more impactful live events.” — Jennifer N. Dienst

FINDING MIDDLE GROUND FOR VIRTUAL EVENTS

During the pandemic the pendulum has swung between talking-head virtual meetings and highly-tech high- production immersive events. With virtual events here to stay, this will be the year we find more of a middle ground.

“I think in 2022, we’re going to find what actually needs to be produced, how produced it needs to be, and how to leverage the technology in our favor to make those connections. I think people just want to connect, get their content and have a great experience online.” — Megan Martin

DIGITAL EVENTS WILL BORROW STORYTELLING TOOLS — NOT B-ROLL — FROM FILMMAKERS:

More events are creating high quality, emotive video vignettes that make their “event feel more like broadcast entertainment than a webinar.” This effort to craft a compelling story prompt each participant to feel more like “I was witnessing something special.” The hope is that “...we’ll see more digital events use creative ways to tell stories — and break out of the webinar mold...” — Barbara Palm

THE SECOND ‘P’

“(German futurist Gerd) Leonhard says going forward, every organization will have to be rated on four “P’s” — people, planet, purpose, and prosperity ... The world we live in — it’s that second “P,” planet, that I am keeping my eye on. We devoted our entire (Covene) November/December issue to the topic of sustainability to underscore the global events industry’s need to reckon with our heavy environmental impact.” — Michelle Russell