CN30Under3Thirty
INTEGRATING CULTURES AND COMMUNITIES INTO EVENT EXPERIENCES
Sophie Austin , brand experience manager , Nobody ’ s Café , and CN30UnderThirty star , offers a fresh perspective on inclusive event planning
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Integrating cultures and communities into event experiences is an increasingly essential skill for event professionals . While it might seem daunting or risky , especially at the beginning , it can be super fulfilling .
A personal career highlight and example of successful integration of communities includes Netflix ’ s ‘ Diversity Isn ’ t a Fantasy ’. On this project I worked closely with two charities , Leonard Cheshire and Mosaic LGBT + Young Persons ’ Trust to authentically integrate the Disabled and Queer communities .
Achieving this can be summarised in three parts : why , who and how .
Like any successful integration , let ’ s start with why . What is the purpose of bringing a certain culture or community into an event experience ? This ‘ why ’ is the first step in authentic integration and could be driven by a combination of motives . Often it is commercial : to recruit or maintain that community as customers , but it should also be a way of showcasing
Above : Sophie Austin
the brand ’ s core values . This is an important moment to look for any disconnects . If the only motive is commercial and the brand ’ s values or existing activities do not engage that community , stop and reflect .
A strong example is Absolut continually collaborating with Queer trailblazers in their ‘# BornToMix ’ campaign . It not only cements Absolut as the vodka brand of choice to the LGBTQ + community but also showcases their drive for social progression and core value of diversity .
Next , let ’ s consider ‘ who ’. Although it ’ s 2024 , the industry still lacks diversity and the starting point of authentic cultural and community campaigns is the people driving this experience , both client and agency . Who you partner with should always be reviewed and expecting a lone diverse voice in your team to represent an entire community is wrong , lazy and potentially ineffective .
There are many awesome smaller charities and grassroots organisations with which event organisers can collaborate or receive consultancy on a paid basis . ( Emphasis on the paid )! When it comes to the talent or speakers at an event , work with talent who align with the ‘ why ’ established at the start . Don ’ t get lost in the sauce of the size of their following or budget pressures . Talent is often the face of your experience from an attendee ’ s perspective , so it matters that the selection is authentic to the community or culture you are trying to engage .
Your charitable or grassroots partner might have suggestions for you , however , my top tip is to do a deep dive into social media . In fact , for the whole duration of working on your event ( and beyond ), immerse yourself in the social world of that community . Not only will you be introduced to key voices , but you will be aware of their lived experience in that community . Where possible , incorporate the talent into the event planning rather than just plugging them in at the end . For example , the talent could help to create the guest list or curate a lineup of DJs .
Finally , ‘ how ’. The best step after taking the above steps is to start ! Start working with a community across internal or smaller-scale events first . Authentically integrating cultures and communities should be an ongoing , holistic , collaborative and celebratory process . Be open to feedback , acknowledge when things go wrong then make amends , ask for help and importantly , enjoy embracing a new culture or community . n
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