Human Impact Is the Strategy: Why Events Must Shift From Agenda to Connection

Описание: In this Enterprise Engagement Alliance (EEA) panel, speakers discuss how meetings must evolve as people and younger generations become more selective with their time. Key themes include the rise of “micro-meetings,” the shift from passive listening to participant control, and designing events around human connection—supported by clearer purpose, better stakeholder collaboration, and smarter measurement. All believe the meetings industry needs to do a better job of educating itself and end-users on a more scientific, deliberate approach to optimizing event impact and results.

Speakers and Highlights

• Andrea Doyle, Executive Editor, Skift Meetings. She emphasizes shorter, more relevant sessions and interactive sponsor activations, plus the importance of credible, “real” information at events. She shares research finding that as many as 70% of first-time attendees don’t return and that events need stronger intentional human connection design.

• Hillary Smith, Global Head, Creative and Marketing, Creative Group. She argues for “less is more,” with condensed stage time and “micro moments” curated to create emotion and memory. She calls for earlier attendee and other stakeholder input input, deeper cross-functional collaboration, and metrics baked into the design—not bolted on after. She stresses that attendees will attend “their way,” seeking agency and purpose-built experiences.

• Greg Bogue, Vice President, Maritz. He rames “time as the currency of experience” and urges planners to focus less on agendas and more on “creating conditions for connection,” helping people feel seen and significant. He proposes a broader measurement continuum beyond ROI (satisfaction , preference, engagement, transformation) and, along with Smith, stresses specifying desired outcomes upfront.

• Jaki Baskow, Principle, Las Vegas Talent Board. She describes how todays events are comprised of a mix of “old and new,” with growing use of immersive acts and celebrities to drive attendance. She believes these are effective when tied to interaction and meaning. She highlights community / corporate social responsibility-style activations and creative participatory elements both on-site and off-site that leave attendees feeling good and connected.

• Mark Matthews of Pulse Experiential Travel. He notes that Gen Z is “career conscious” and wants quality, memorable time and relationship-building with peers and senior leaders—not “boring stuff” they can get elsewhere. He recommends small-group breakouts, choice-based off-site activities, and connection-driven formats, emphasizing that events are ultimately in “the relationship building business.”