Levelling Up: Trends to Watch Out For in 2025

The event landscape is constantly evolving, as are attendee’s expectations and needs. As events continue to be key drivers of employee wellbeing, brand connection and awareness, we caught up with a variety of industry leaders to understand the map forward for successful, impactful events in 2025. 

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Personalised Experiences Produce Engaged Audiences 

With the rise of new technologies like AI and VR, alongside an ever-growing appetite for personalised content, attendees expect events to feel tailored to their needs and wants; a one-size-fits-all approach across your event calendar will no longer cut it. 

Creating zones throughout your event can not only create a streamlined flow for attendees to follow, but allows for greater personalisation for differing attendee needs. An available quiet space during a conference or exhibition creates a safe retreat for attendees with sensory needs, or simply those who want to take a small break. Event Management Lead Claire underscores the importance of thinking of all your attendees. 

‍A corporate retreat in the vineyards is always a fantastic option. However, if your itinerary includes wine tastings and vineyard tours, consider pairing this with a morning yoga session or guided walk, alongside beverage packages with non-alcoholic options, to ensure there’s something for everyone- Claire

Entertainment specialists The Play Agency note that personalisation should be considered throughout your event, with custom playlists or performances reflecting attendee preferences or company culture. Brand experts Man of Many also highlight that personalised experiences that focus on deeper engagement can in turn create stronger relationships. 

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Events Driven By Purpose 

Be clear about your event goals; what are you trying to achieve and communicate? How do you want attendees to feel during and post-event? Is there a new product or process you want them to consider, are you trying to create engaged brand advocates or employees? 

Creative event design experts This Space note how viewing event design as an immersive tool ‘turns event spaces into storytelling platforms’. Similarly, The Play Agency explains how entertainment should be viewed beyond just being a ‘feature’, and rather as a core part of creating a memorable journey for attendees, enhancing your event’s key messages. Being clear about what is required to achieve your event’s purpose can also inform smarter logistical choices. Providing adequate access to the space and allocating the necessary time for bump-in and bump-out, particularly for heavy or complex set-ups, means your suppliers can truly bring your vision to life. 

Whilst it’s important to consider your goals, trying to tick off too many boxes can leave you without a clear direction, creating a confusing or overstimulating experience for attendees.

‍Clarifying the event’s objectives - whether it's building awareness, generating leads, or creating a community - will guide the event’s style and execution to ensure it meets broader business goals- Man of Many 

Having a clear purpose ensures that every detail, from entertainment and event design right through to your social media campaign in the following hours and days, can be used to achieve your goals for a successful event. 

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Content, Content, Content 

In a world of digital connection, it’s no surprise that content has become a vital part of event strategy. Attendees expect moments of wonder and delight that push them to take their own content, alongside photography and videography that can be saved, shared and interacted with long after the event has finished. Photography and videography experts Botanical Content expect content to become more instant, with set-ups that allow photography to be instantly delivered to smartphones (a service they already offer).

Consider how elements of your event can be utilised for content both during and post-event; is there a big ‘WOW’ moment you can post on your Instagram story, or can you create an album of attendee photos that they can save and share? Is there a photobooth on-site that provides both physical and digital copies? Content creates touch-points for attendees to engage with long after your event, allowing for greater opportunities to generate event buzz, UGC (user-generated content) and, ultimately, brand advocates. 

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Itching for Nostalgia 

Nostalgia-inspired marketing has seen a recent resurgence- from the re-release of the Motorola Razr to informing the Super Bowl’s 2025 advertising strategy. Tapping into nostalgic elements can foster a sense of connection with your attendees, creating experiences that both surprise and delight. 

‍This Space highlights a rise in 70’s influenced design; velvet, rattan and heavy-set patterns that speak to a larger ‘yearning for warmth, comfort and a sense of nostalgia’. 

‍This aesthetic fosters a welcoming and lounge-like environment, making it perfect for corporate networking events, social gatherings, or experiential brand activations- This Space 

Nostalgia blends seamlessly with immersive experiences, particularly through gamification. Event Management Lead Claire highlights how gamification not only creates a sense of fun, but further drives engagement and sensory experience. Branded car simulators are not just an enjoyable activity, but evoke memories of video and arcade games, allowing your entertainment to cultivate positive connections. 

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Brand Story and Community 

Events need to be driven not only by a clear purpose but a key understanding of your brand story, and how your event weaves and connects attendees to your brand. A shift towards a community focus, seen in a rise of consumer-focused events and customer brand trips in lieu of influencers, showcases the importance of attendees feeling a part of your brand.

‍Botanical Content notes that ‘people want to be part of a brand story’; a need that can be facilitated through photography and videography tying attendees to both the physical event and your brand itself. Think of how each touch-point reinforces your brand’s colours, messaging and unique identity, whilst encouraging hands-on engagement. Man of Many highlights that events provide opportunities not only for your brand to stand out, but to speak directly to your target audience. 

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In 2025, events need to be driven by a clear purpose and brand story, seamlessly weaving attendees into your world through engaging, personalised experiences and content that enhances both connection and engagement. Ensuring each detail is authentic to your brand and purpose is critical, and the ultimate way to engage with trends in a way that ‘enhances, not dictates, the experience’ (The Play Agency). 

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