When we think about live communication trends, what comes to mind is short term, new innovation: new apps or social media tools. It is however a lot more useful to look at visible, long term changes.
In order to analyze future trends from this view point, the German Convention Bureau (GCB) commissioned the studies “Conference and Congress of the Future” and “Future Meeting Space”. The goal of this was, to identify and analyze relevant trends and evaluate them for the event industry. Not all of the developments and scenarios are completely new to us. However, in the future these areas will require a growing professionalism, more specialized knowledge and more serious discussion.
Up until now we tended to concentrate on young target groups. A further target group of the future will be the older generation. “Today, there are 760 million people in the world over the age of 60. By 2023 this number will have almost doubled”, quotes the UN.
Due to longer life expectancy, events will have to deal with the exchange of teaching and learning between different generations. This development confirms that modern technologies will have to be integrated in a way that is understandable and user-friendly for the older generation.
Customization and individualization
Two very well known topics that will have an even bigger emphasis in the future:
Customization and wide range individualization.
The experiences must become more specified, not just to general target groups but also to specific participant groups. More precise analysis will be necessary before an event. A well thought out participation and design freedom, such as participant involvement in the selection of speakers or the possibility of shaping the program based on their own ideas.
Globalization and other cultures
Increasing globalization does not only increase international competitiveness but also requires better networking; it also encourages content and conceptual changes. Especially in the context of the emerging economies (Brazil, Russia, India, China and South Africa) their expectations, cultural behavior, as well as forms of communication and interaction will have to be conceptually integrated and taken more into account in the future.
The increasing technological nature of our world does not mean that you have to add an innovations tool to every event. The central goal is to improve comfort, solve problems and offer real added value. Security, data protection as well as energy usage must also be kept in mind.
The studies describe scenarios, in which with the help of 180 degree projectors and virtual reality, products can be presented before their final production. Holography will be used to present large and heavy products without expensive transportation fees; it will also be used to bring participants from all over the work into one room. In the future, robots can not only support staging, but also take over concrete work, for example, mix cocktails, assist with the check-in or help with the visitor orientation.