Looking Ahead: Four Industry Shifts to Expect in 2025 BUSINESS OF EVENTS
By Meghan Ely From technological advancements to evolving consumer behavior, event professionals have had to stay nimble to keep pace with an ever- changing industry. As we look toward 2025, several key trends are expected to shape the landscape further, influencing how brands operate and interact with consumers. The year ahead promises both opportunities and challenges, depending on how you approach the upcoming industry shifts. Whether it’s navigating brand loyalty or getting comfortable with artificial intelligence, staying ahead of the curve is essential for long-term success and sustainability. What’s in the forecast for 2025? Here are four ways the industry will transform next year and how event professionals can prepare for change. BRAND LOYALTY: HARDER TO MAINTAIN The modern event client has a healthy dose of conviction in their decisions, even if family members are chipping in financially. Thus, event pros must focus on earning trust directly from the hosts rather than appealing to parents, siblings, and other loved ones. But here’s the catch: Statistics show that brand loyalty decreases with each generation, so brand abandonment will challenge industry professionals as younger generations enter the market. For example, a photographer who has shot weddings for three Millennial sisters should not assume the fourth sister will book for her Gen Z wedding.
What does it take to satisfy a prospective client’s expectations? Fighting brand abandonment comes down to two things: an authentic brand presence and a seamless digital experience. Today’s consumers want to know your values align with their own, whether sustainability or inclusivity— and they expect your brand to live up to them. On the other hand, they desire a smooth online-to-offline transition without surprises. Is it easy to navigate your website? Are you gatekeeping information they need for an educated decision? Does your client experience measure up to the promises made on your Instagram feed? In their fast- paced lives, give them an easy user experience that flows effortlessly into an offline conversation that affirms their hunch that you’re the one. SOCIAL PROOF: MORE IMPORTANT THAN EVER If you’re picking a new restaurant for dinner, you probably start by checking out the online reviews to see what others have said about quality, cleanliness, and service. The same goes for any business, whether someone is looking for a tailor, mechanic, or event planner. That’s the power of social proof! People value what others say about a company more than the branded messaging on their website or social media profiles. Going into 2025, run an audit to understand what people say about your brand and consider how you can leverage social proof to highlight all
Event professionals must actively future-proof their businesses by leaning into innovation, refining client experiences, and aligning their brands with modern consumer values.
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SPECIAL EVENTS
WINTER 2024
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