Events Face Disruption Again as AI, Gen Z, and Sustainability Drive the Future
Over the years, the event industry has navigated numerous challenges—economic downturns, the impact of 9/11, the pandemic five years ago, and now, geopolitical issues such as tariffs affecting us today.
Yet one thing remains constant: We have always found a way to adapt, survive and move forward. This time will be no different. However, the road ahead will not be easy. Rising costs will necessitate budget cuts and, in some cases, event cancellations. Supply chain disruptions will demand creative solutions—such as rental options—and an increased focus on U.S.-manufactured products. Additionally, we may see an uptick in hybrid and virtual events, while live events must embrace experiential elements to effectively engage younger audiences, particularly Generation Z.
There is also an ongoing labor shortage in the event industry, which has persisted since our comeback from COVID-19. Union labor—carpenters and electricians, for example—remains in short supply. However, organizations such as the Experiential Designers & Producers Association and the Events Education & Workforce Development Federation are actively addressing this issue, working to ensure a steady and skilled workforce for the future.
Advocacy for live event professionals
What we are witnessing is the resurgence of advocacy for live event professionals. Organizations like the Live Events Coalition are once again stepping up, alongside the Exhibitions & Conferences Alliance, to ensure the industry’s voice is heard in Washington, D.C.
The future of trade shows
Trade shows have consistently evolved, keeping pace with technological advancements and shifting societal trends. As Bob Dylan aptly put it, “The times they are a-changin’.” Skepticism surrounded trade shows during the dot-com era, yet they not only persevered but thrived. Despite the rise of virtual platforms, live, face-to-face trade shows remain vital, attracting increased participation and driving innovation. Embracing new technologies and engaging younger generations will be crucial for their continued success.
Sustainability and technology: the path forward
Looking ahead, sustainability and technology will define the future of trade shows and events. We are already witnessing a shift toward environmentally conscious event production, with sustainable exhibit designs becoming more accessible and aligning with exhibitors’ marketing budgets. This shift, paired with growing industry enthusiasm, signals positive momentum toward an eco-friendlier approach.
At the same time, artificial intelligence is ushering in a new era of event planning and production strategies. While LED walls continue to capture attention, AI-powered features are rapidly emerging, poised to elevate event experiences to unprecedented levels. Now is the time for event professionals to embrace AI’s potential and craft immersive, impactful experiences that resonate with attendees.
Embracing change
The future of the events industry is filled with boundless possibilities. By adapting, innovating and harnessing the latest advancements, we can move forward confidently and embrace the transformations ahead.
