Brand Playbook: Back to the Future

An insights-led exploration into how the future of work is disrupting communications design, event experiences and attendee expectations in 2022.

This global Brand Playbook report unanimously reflects a wide-spread challenge in nurturing talent and culture, doing business and building networks online. As millions navigate the new world of hybrid working, business leaders in 2022 must rethink their approach to events and communications activities, or risk alienating the audiences they most want to reach. 

Connection and Inclusion 

How can we combine the efficiency of virtual with the human interaction of in-person in order to best achieve event objectives? How can we meet the needs of those with different learning styles in a more inclusive way? What does the optimum conference, exhibition, offsite or incentive format look like in 2022?

Shifting Needs of a Multi-Generational Workforce  

Over the past 18 months, generational groups within the workforce have developed new behaviours and a unique set of priorities from their employee experience. 

How do generational divides impact the way we use events to build company culture or do business? How can we create event campaigns that meet the needs of each audience group? How can we use events to encourage those from the same and different generations to share their experiences and perspectives? 

Workforce Without Borders

With international teams expected to grow and remote working expected to remain in some form, what will this mean for events as a communications channel? If we meet less often in the office, should we meet more frequently at company events? Will major ‘tent-pole’ events become more important as a gathering point for companies as well as industries? Will companies use savings on real estate to invest in communications and events? 

Measuring Event Effectiveness

Virtual events, often hosted on sophisticated technology platforms, gave us granular engagement data to justify our spend. Barriers to attendance –  cost, time, geography and more – have gone, making events more accessible to a far greater audience. How and why will we use events as a marketing and communications channel in the future? How will we measure the impact of those events, especially as we move back to live or towards hybrid programmes?