Is there room for events in the digital age? Yes, more space than ever

Although digital is at the centre of our world, live is more popular than ever (...) the need to be present, to connect with human beings and listen to people live seems to be the paradox of this age."

Ariana Huffington's words couldn't be more right, we all feel them. These days, events bring people together in learning, entertaining and socialising experiences of all kinds. From summer festivals, fashion weeks and talent contests to conferences and corporate events, there is always a common ambition or interest that attracts us, a programme that engages us and a special dynamic that makes us interact with other participants, speakers, trainers and even artists.

Events are human experiences and therefore have an ability to inspire and create bonds that do not exist in any other type of media.

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What is new about the events?

The importance of conferences and corporate events, for example, is growing a lot. There is knowledge sharing, debates, formal and informal interactions, awareness, confrontation, challenges, ambitions, alignment, dynamics, networking, among countless elements that generate opportunities for individual and collective growth. When they are public, these events also offer visibility to the brands that promote or sponsor them. When they are only internal, there is a reinforcement of the corporate brand, its values and ambitions, before the company's employees.

Events create stories, they bring them to life and people live and play roles in those stories that events form. People who go to events do not only go to hear the speakers or artists on stage, but also to learn, interact and have fun in a community that shares their interests, tastes or ideas. In other words, we can say that speakers, artists, trainers and participants co-create and share a real experience that is unique because it is theirs, it cannot be repeated. These are the characteristics of live experiences that we find in events and that are not comparable to any digital experience in terms of intensity and emotion.

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But, why is there more and more room for events in the digital age?

1. Human beings need to find a balance between their digital self and their human needs

Digital has entered our lives and technology has evolved exponentially, offering us powerful tools for interaction, work and entertainment that we use all the time and that fit in the palm of our hand. Today, for personal or professional reasons, we are always connected to the world. This capacity is very powerful, but also somewhat frenetic and individualistic. Nowadays, we have access to a lot of content, many people and many institutions anywhere in the world, which is incredibly positive. However, we lack the human contact and integration in social systems that have a deep meaning for us as human beings because they allow us to live and grow better. To counterbalance our digital self, we are gaining a new awareness of our human needs, which leads us to seek to be present at more events in our lives.

2. The events industry is evolving positively to create ever more complete experiences

We must also emphasise the evolution of the events industry which has improved significantly in all dimensions - concept, content, production and dynamics of engagement. Events are becoming more and more attractive, better targeted to their audiences and better executed. So people increasingly like to participate in good events in their areas of interest. And they have that availability and that desire. There is more and more on offer, the industry is more and more competitive and, consequently, there is more and more room for good events.

3. Digital platforms encourage human interaction during events

An interesting point to conclude is the role that technology plays in the evolution of events as a catalyst for the humanism that characterises contemporary live experiences. The reality is that during events people seek face-to-face contact, but digital platforms allow the capacity for contact to be expanded, offering new ways to interact, co-create, deliver and live experiences. With the support of technology, participants can get to know each other better, make appointments, ask questions, answer surveys, participate in polls, create communities within communities, send comments and suggestions to the organisation and, of course, keep in touch after the event is over. In essence, all these digital dynamics that have emerged in events generate human relationships that are enriching and impactful, which would not be possible without digital in events. Digital can amplify the meaning and extend in time and spaces human relationships, which is extremely positive.

Reinforcing the paradox

In this context, it is interesting to see the initial paradox, introduced by Ariana Huffington, reinforced. In other words, digital and events will go hand in hand for a long time in our lives. And we can all grow more and better.