As we move into the final month of 2022, one thing that remains clear is that despite all previous uncertainty, people still very much want to connect with each other. 2022 saw trends that included brands better communicating their purpose and value through events, the rise of experiential retail, and experiences shifting from abroad to our doorstep. But where do we expect to see experiences heading in 2023? Here are six trends that The Collective by BCD Meetings & Events feel will shape brand experiences in 2023.
No longer can greenwashing hold up, as 2023 will see a rise in companies expecting agencies to clearly report on their event sustainability metrics. Data is the key way we can validate whether our changes are making a difference environmentally, and agencies and brands will increasingly be held to account to evidence their carbon reduction efforts. We’re already seeing a rise in measurement tools and carbon calculators across the board, and this will undoubtedly continue to increase as new innovations are brought to market. As brands tighten their environmental, social and governance (ESG) goals, stakeholders will expect event agencies to act like sustainability consultants, supporting their event strategies throughout and with the data to back them up.
2023 will continue to see increased chatter around the metaverse and whether this iteration of the internet is here to stay. New research from McKinsey & Co has estimated the metaverse could grow in value up to $5 trillion by 2030, whilst on the other hand, Meta reports another quarter of declined earnings. Testament to the growth of this channel, Warner Bros Discovery Sports has recently signed a multi-year agreement with the metaverse engagement specialist, Infinite Reality - to support their sports communities, athletes and brands to interact within unique virtual environments, So, where do we stand with this new marketing channel? Whilst it might be a buzzword for many, the leading tech and experiential agencies will want to be the first out the gate with their in-house metaverse platforms. This is an area to continually watch, and the early adopters will be the ones who reap the rewards.
As companies plan their 2023 experiences agenda, we’re seeing a move towards more highly curated localised events. For many companies, sustainability targets limit unnecessary travel, so companies are investing in experiences closer to regional offices. This move also aids inclusivity, supporting those less able to travel abroad or distances across the UK. But now that attendees are missing out on large-scale conferences where they can network with all colleagues, organisers need to turn these regional events into more curated experiences with increased value in attending.
The how-to meet and why have changed. While everyone recognises the value of human connection, the focus has shifted to making that an interactive, end-to-end user experience rather than an opportunity to sit in a room watching back-to-back presentations. People are used to working from home with online interaction, so we have to add real value if we want them to invest the time and effort in travelling to and attending a live event. We have seen an increase in the demand for more creativity. This has been driven out of virtual and how design and creativity were put to good use to try to make those events more engaging. As we’ve gone back to live, events that had traditionally low amounts of creative, are now demanding a more visual and engaging experience throughout the delegate journey.
From pre-event comms through to post-event, the event design has to address how we want delegates to feel and make the most of their time together. This includes an environment, delegate flow and agenda structure that supports interaction and engagement. Technology is helping facilitate some of this with the adoption of digital engagement platforms at most events we now develop. Whether that’s an app or bespoke platform, it helps extend the life of the experience by adding value pre, onsite & post-event. Face-to-face is back, but it has been elevated to maximise interaction and engagement, ensuring the delegates’ emotional experience is worth the investment.
Improved online experiences post-pandemic has opened doors for brands to better align their events to their marketing funnel. Previously what might have been purely an annual face-to-face event designed to convert can now be preceded by online experiences designed to increase awareness or consideration. Whilst a Facebook video ad is effective in this consideration stage, a free online event giving a taster experience will be even more effective in pushing users down the funnel.
The metaverse also represents a realm of opportunities for brands to optimise their marketing funnel with brand activations. Gartner predicts that by 2025, at least 25% of people will spend one hour in the metaverse for working, shopping, education, or entertainment. This, therefore, opens up huge opportunities for brands to push their audience further down the marketing funnel with virtual world experiences. Take Walmart, for example, and their virtual shopping experiences, designed to give customers greater shopping satisfaction, better pushing them towards the consideration stage.
2023 will see more consideration given to the legacy of experiences. On-demand replay content has become increasingly sophisticated, allowing brands to better engage post-event. The rise of the metaverse also creates more opportunities to extend the legacy of an experience to better suit an attendee's needs. The longevity of experiences won’t be limited to just online activations too. From a sustainability standpoint, brands will invest more in onsite CSR activations that will leave an impact on the local community well beyond the end of the event. In this vein, brands that have left a carbon footprint on their event may create ongoing experiences that support in reversing their negative impact.
