Inspiring Change: 5 Strategies for Purpose-Centered Events 

This content was created collaboratively by Business Events Sydney, International Convention Centre Sydney, and Skift’s branded content studio, SkiftX.

Today’s attendees aren’t merely concerned about what they can get out of three or four days at a conference. They want to know how their presence will contribute to the bigger picture. The youngest attendees are leading the charge, too. Research from McKinsey shows that 73 percent of Gen Z consumers aim to purchase from companies that they consider ethical, and 90 percent believe that companies have a role to play in addressing environmental and social issues. 

For event organizers, securing the loyalty of this new generation of participants relies on distinguishing a meeting as something more — a program built to create meaningful change that will live on long after the closing session wraps up. That starts with where the program happens. 

Skift Meetings partnered with Business Events Sydney (BESydney) and International Convention Centre Sydney (ICC Sydney) to examine the increasing shift to a purpose-driven mindset for designing and executing conventions, meetings, trade shows, and events.

1. Reframe Your RFP Process

Planning a successful meeting and matching the demands of attendees requires thinking about how a one-time experience can inspire your attendees to be part of a bigger global movement. This means finding partners equally committed to thinking beyond direct spending and focusing on being a change agent. For example, the Society of Behavioral Medicine leans on the input of its Climate Change and Health Special Interest Group to review the sustainability efforts of hotels before making a venue selection for its meetings. 

2. Integrate Indigenous Culture Into Your Program

Long before convention centers, hotels, museums, or other event infrastructure existed, the land where your group will meet is likely a traditional gathering place of a people who have called Australia home for over 60,000 years. It’s essential that organizers help attendees understand and respect the customs that have shaped their community. ICC Sydney was the first convention center in Australia to develop a Reconciliation Action Plan to show respect and offer opportunities to First Nations Peoples. Last year, 60 percent of international events that leveraged the venue’s Legacy Program included at least one activity that honored First Nations Peoples.  

3. Redefine ‘Accessibility’

For meeting planners, it’s critical to recognize that the disability community is growing with many attendees who have unseen challenges at events. According to data from Hidden Disabilities Sunflower, approximately 1.3 billion people in the world live with a disability, but 80 percent of those are classified as “invisible” disabilities. The Sunflower program lets attendees discreetly communicate that they may need additional assistance through a symbol that can be worn as a lanyard, pin, wristband, or displayed on a card. 

4. Find a Formula for Measuring Long-Term Impact

Despite the challenges of tracking the long tail of potential benefits of a conference, BESydney   — the winner of the inaugural Global Destination Sustainability Movement #MEET4IMPACT’s Impact Award — has been collecting and analyzing legacy data from conferences for the past 13 years. For example, BESydney is working with the FDI World Dental Congress organizers to understand how a Young Dental Forum at the 2023 event will encourage participants to pursue leadership pathways in the organization.

5. Create CSR Initiatives That Go Deeper Than Donation

While most attendees want to actively participate in meaningful experiences, many want to go beyond simply writing a check. Instead, they’re looking for immersive opportunities to feel like they’re actually part of the work. While every segment of your audience can benefit from hands-on giving-back initiatives, Gen Z attendees are twice as likely as baby boomer attendees to have volunteered at an event, according to research conducted by McCrindle on behalf of ICC Sydney. Volunteering opportunities can create a win-win: They change the community for the better while allowing an individual attendee to reduce stress and feel better. 

In this guide, you’ll also find:

• What it means to use the power of purpose as a North Star for your meeting design
• Why today’s era of authenticity requires a commitment to help attendees feel like they’re working toward a brighter future 
• What to consider when redesigning the RFP process to include caring for people and the planet
• How to integrate the local Indigenous community into the fabric of the attendee experience
• Why the entire events industry must start a new conversation about what it means to be “accessible”
• How to develop a long-term game plan to monitor the future impacts of your meeting 
• Why hands-on volunteering opportunities are an integral part of your program

This content was created collaboratively by Business Events Sydney, International Convention Centre Sydney, and Skift’s branded content studio, SkiftX.