Designing meetings with purpose that drive meaningful impact – and communicating these elements – was pushed to the forefront at the 64th ICCA Congress’ Purposeful Business Models & Start-Ups – Innovating for Growth & Change session on November 11.
Eduardo Chaillo, global general manager for Latin America Maritz, said: “Our industry has changed tremendously, with mindset and purpose now at the centre. It used to focus only on transactions, logistics and claims to be the best to put together an event, but we humanised after Covid.”
He added that today, when organising events, all elements must be intentional and created with purpose. “We say our industry transforms communities, but we have to be intentional and make it happen. We always have to ask “why” when organising events.”
Adding purpose and impactful meaning to events is also essential to engage, and retain, young talent. Hwabong Lee, professor at Hallym University Graduate School, said many of his students seek jobs that have the potential to transform, and do not understand the role the business events sector can play.
“For students to sustain jobs in our business, they have to understand why they are doing this. So, I’m teaching the next generation to have a reasoning process, to understand why this is appropriate and why this has to be done.”
Chaillo said the younger generation is increasingly seeking jobs that have meaning, but are unable to see how the business events industry has the power to transform communities and leave a lasting legacy.
“We need to communicate the value of our industry, especially to students, universities and the academic world. Young people aren’t looking for jobs, they are looking for meaning and do not realise what we do has a real impact. It’s very important to communicate this,” he said.
Sissi Lignou, president and CEO of AFEA Congress, said if an event is to leave a lasting impact and legacy, strong communication between all stakeholders, from PCOs to CVBs, is essential.
“There needs to be more communication, so that the goal is clear for everyone and they can align from beginning. While the legacy should be local, it can also have global impact. It’s a ripple effect we need to be aware of, so that when we create an event, its legacy can be continued year-on-year through different conferences,” she added.
