What ’ s the story ?
IBTM WORLD RELEASED THE LATEST EDITION OF ITS GLOBAL TRENDS REPORT AT IBTM WORLD VIRTUAL ON 10 DECEMBER AND WE LEARN THAT IT MAY BE TIME TO CHANGE THE STORY
he new IBTM World Global Trends Report was presented by Alistair Turner during a session at the Virtual industry show in December , He ran viewers through some of the key points and looked forwards to trends in the next year of business events .
Turner put the current state of the industry into perspective against the backdrop of the wider world : global GDP in 2020 was predicted to grow by 2.3 %, but instead saw a 2.5 % fall – a deeper contraction than during the global financial crisis .
Turner was joined by a series of guests who presented the ‘ mega trends ’ of the report : sustainability , diversity and inclusion , wellness and virtual experiences .
Positive Impact ’ s Fiona Pelham spoke about how event businesses need to reframe their sustainable narratives around the United Nations Sustainable Development Goals , as we begin to build back for 2021 . “ Customers are holding businesses to account ,” she said . “ We need to change our story while we have the opportunity to .”
The report also pointed to two upcoming events that will be leading the conversation on sustainability in 2021 : the COP Summit in Glasgow and the World Indigenous Forum . Both events were due to take place in 2020 , but were postponed when the pandemic hit .
Pelham said : “ Sustainability is also a skills issue . It isn ’ t just about plastic and waste , it ’ s also about equipping ourselves with standards , education and the use of events in communicating complex issues with maximum impact to global societies .”
Ashanti Benthil-Dhue , co-founder of event organisation Diversity Ally , spoke about the event industry ’ s problem with
Left : Alistair Turner , curatoro of the IBTM Global Trends Report diversity and inclusion . “ Reports and surveys have found time and again that there is not enough diversity in the events industry . We should be looking at hiring processes , and upskilling existing staff ,” she said .
The report added that : “ Global business is now under more pressure to support diversity , as movements like Black Lives Matter look to force policy and activate citizens and consumers . In the UK , the Financial Reporting Council is exploring plans to impose reporting requirements relating to ethnicity and making diversity targets ‘ non-negotiables ’.”
On the mega trend of security , MPI ’ s president and CEO Paul Van Deventer said : “ Duty of care has become the greatest area of focus for our community , and as an industry we are working diligently to develop standards that will help ensure attendees safety at our meetings and events .”
The report went on to note that , increasingly , event planners were being asked to take on responsibility from the areas outside the meeting or incentive itself , including travel or social itineraries . “ With the scope of dangers expanding constantly , and the level of liability put on businesses , security could be an area that hits event professionals across the event programme ,” it warned .
The report concludes with a comment from economist Philippe Legrain , who said : “ While webinars are great , in an increasingly online world , people place a premium on live performance . Just as they stream music cheaply , while paying over the odds for a live concert , people will continue to value highly the opportunity to interact in person with a speaker .
“ Even painful disruption can have an upside : it can drive us to discover new and better ways of doing things . Amid the economic carnage of the worst depression since the 1930s , the potential for such permanent boosts to productivity and wellbeing provides a ray of hope .”
50 / CONFERENCE & MEETINGS WORLD / ISSUE 110