Originally published by The Drum on May 13, 2025
Businesses everywhere are under pressure to rethink, reframe, and, in some cases, roll back the bold commitments they made over the last few years. Diversity, equity, and inclusion strategies that once felt essential are now being re-examined in the face of political tension, social pushback, and budget cuts. Leadership teams are weighing up what really matters, where to invest, and what change actually looks like in a more complex and at times divided, world.
But while policies are being revised and public commitments reviewed, one thing hasn’t changed: the business of engaging people – customers, partners, employees – keeps moving forward. The leadership conferences still happen. The team away days still run. The product launches, the town halls, the big brand moments, they’re all still rolling out. And that means the responsibility to connect meaningfully with real people doesn’t pause either.
Every time you put on an event, you’re making a statement, whether you intend to or not. The way people experience your business in those moments says everything about your priorities, your culture, and your attention to detail.
It’s one thing to say your organisation values good experiences. It’s another to design an event that actually makes people feel considered, comfortable, and involved. And while strategies might be shifting, audiences are not lowering their standards. In fact, expectations have never been higher.
Events have always been where organisations show up and connect—but today, they’re something more: a real-time test of whether you understand and meet your audience’s needs.
Whether they’re customers, employees, or partners, people arrive at your events expecting a lot. They want experiences that are easy to access, smooth to navigate, engaging to take part in, and worth their time. And they notice fast when things fall short.
These aren’t bonus points, they’re the basics. And here’s the thing: getting them right pays off.
The flip side? When experiences are difficult to access, frustrating, or leave people feeling like an afterthought, engagement drops, and opportunities slip through your fingers.
Big expectations demand thoughtful design. Today’s audiences don’t just want well-run events, they expect experiences that are accessible, seamless, engaging, and memorable. These aren’t extras or afterthoughts. They’re the foundations of successful engagement. If you want your event to stand out (for the right reasons), here’s what you need to get right:
Accessibility isn’t going anywhere. Design like you mean it.
If people can’t access your event – physically, digitally, or cognitively – they cannot engage. It’s that simple. Accessibility must be built in from the start: step-free venues, clear signage, reliable tech, captions and transcripts, quiet spaces. Don’t just meet the basics, make it easy for everyone to join in, every time.
Design for the whole room, not just the front row.
It’s easy to focus on your speakers or VIPs…but what about everyone else? Great events think through every attendee’s journey, from arrival to departure. That means smooth registration, clear wayfinding, comfortable spaces, and small touches that make people feel part of the action.
Creativity is your superpower.
Logistics matter, but what people remember is how an event made them feel. Creativity isn’t just pizzazz, it’s your strongest tool for building connection and engagement. The best events use creative touches – surprise elements, standout design, unexpected moments – to draw people in and spark conversations. But real impact comes when those choices are made with your whole audience in mind. Helping everyone feel seen, valued, and involved. Don’t settle for one-size-fits-all. Memorable = meaningful, so aim to surprise and delight your entire audience.
Tech should enhance, not distract.
The right tech doesn’t just “work” – it elevates the experience. Whether it’s seamless virtual access, interactive elements, or smart ways to connect people in the room, great tech makes events more engaging and impactful. But keep it purposeful and accessible: tech for tech’s sake only gets in the way.
Feedback is your competitive edge.
The fastest way to improve? Ask your audience. Build in feedback loops during and after the event, and act on them. The smartest organisations treat every event as a learning opportunity, constantly refining to meet changing needs and rising expectations.
When your experiences work for your whole audience, everything else clicks into place: stronger engagement, wider reach, deeper loyalty, and measurable business results.
In a world where attention is scarce and expectations are high, events that truly deliver don’t just build goodwill, they drive real outcomes that move your business forward.
The bottom line? While strategies may shift and priorities evolve, one thing stays constant: if your events aren’t built around the people they’re for, they’re not built to succeed.
Raise the bar. Your audience already has.
