By Nathan Angus, CEO, Wildfire Experience Agency
The events industry is changing, and those who fail to recognise that shift risk being left behind.
For decades, corporate events followed a familiar formula. Book a venue, fill a room, organise a few activities, put a bar in the corner and hope attendees leave feeling more connected than when they arrived. While that approach may have worked in the past, today’s workforce expects something very different. Businesses are no longer investing in events simply to reward staff. They are using them to improve culture, strengthen relationships, support wellbeing and ultimately retain talent.
At Wildfire, we’ve seen first-hand how client expectations have evolved. Whether we’re delivering intimate leadership retreats or large-scale corporate experiences, organisations are increasingly focused on creating genuine engagement rather than ticking a box. The era of “forced fun” is coming to an end, replaced by a demand for experiences that are meaningful, inclusive and designed around the people attending them.
One of the biggest drivers behind this change is the growing influence of Generation Z. By the end of this year, Gen Z will account for more than 30 per cent of the global workforce, bringing with them a different set of priorities and expectations. This generation is less likely to see alcohol as the centrepiece of social interaction and far more likely to value personal development, wellbeing and authentic connections.
For event organisers and venues, this presents both a challenge and an opportunity.
The traditional model of networking over drinks and loud entertainment is becoming less relevant for many attendees. Instead, people are looking for experiences that help them learn, collaborate and build meaningful relationships. They want environments where they can engage with colleagues and leaders in a way that feels natural and comfortable, rather than being pushed into activities that don’t suit them.
We’re also seeing a growing demand for events that connect people with nature and offer a break from the pressures of everyday working life.
Outdoor experiences, wellness-focused activities and spaces that encourage reflection and conversation are no longer niche requests; they are becoming mainstream expectations. As businesses place greater emphasis on employee wellbeing, venues that can offer these experiences will increasingly stand out from the competition.
Alongside generational change, there is another major shift taking place that the industry cannot afford to ignore, which is neurodiversity. Around 15 to 20 per cent of the population is neurodivergent, including individuals with autism, ADHD, dyslexia and dyspraxia. In a conference of 500 people, that could represent around 100 attendees who experience and process their surroundings differently. Research also suggests that up to 85% of neurodivergent individuals actively avoid corporate events because of sensory overload or environments that don’t meet their needs. Yet many event environments are still designed without considering these needs.
From harsh lighting and poor acoustics to overcrowded networking spaces and confusing layouts, traditional event settings can create barriers to participation. For some attendees, what appears to be a vibrant and energetic atmosphere can actually be overwhelming and exhausting. The result is that talented employees disengage, leave early or avoid attending altogether.
This is becoming an increasingly important issue for employers. Organisations are investing significant resources into diversity, equity and inclusion initiatives, and many are now applying those same expectations to their events and venue partners. They want environments where every employee feels able to participate fully, contribute confidently and gain value from the experience.
Fortunately, creating more inclusive events does not require a complete redesign of every venue. Often, the most effective changes are the simplest. Dedicated quiet spaces, clear wayfinding, flexible seating options, improved lighting controls and transparent catering arrangements can all have a significant impact on attendee comfort. Importantly, these adjustments tend to improve the experience for everyone, not just neurodivergent guests.
For organisations looking into events, Wildfire are providing free culture and event audits. Find out more at spreadlikewildfire.co.uk
