Building Communities, Not Just Events

When was the last time an event made you feel something real? Not just entertained, but genuinely connected to a person, a purpose, or a community?

We’re more connected than ever, yet more isolated.

In 2023, 8.4 million people in the UK lived alone. Remote working is the norm, but for over half of remote workers, it’s also a source of loneliness. For all our digital likes and virtual meetings, we’re missing something deeper: meaningful, in-person connection.

The shift is already happening, and people are turning to events.

51% of eventgoers show up to try something new and meet others. That’s the power of events done right. And in today’s world, it’s never been more vital.

What does that look like in real life?

For Gen Z, it’s fan-fuelled meetups, where a love for an artist or a cause sparks real-world friendships. Think Swiftogeddon or Harry’s House Party—offline, on purpose, and filled with shared joy.

For Millennials, it’s intimate supper clubs and storytelling nights. It’s about gathering around shared interests—food, culture, books and reconnecting over slower, deeper conversations.

For Boomers, it’s urban exploration. 83% say they’re open to city-based experiences that allow for discovery and connection. Walking tours, community festivals, or hobby-led groups. They’re not just showing up; they’re seeking belonging.

What can brands and organisers do?

Create space for conversation, not just consumption.

Design events with discussion in mind—roundtables, breakout corners, Q&As that go two ways. The best moments often happen in the margins, not the main stage.

Make it easy to keep in touch.

Follow up with more than a thank-you email. Start a WhatsApp group, a LinkedIn thread, or even host a virtual reunion. Let attendees carry the connection forward.

Build around real interests, not just trends.

What does your audience actually care about? Find the cultural overlaps and common ground—and build from there.

Make room for openness.

The most powerful events acknowledge the full human experience. Create space for honesty, mental health conversations, and growth. People open up when they feel safe, and that’s when real connection happens.

Here’s the truth

You can’t manufacture belonging. But you can design for it.

When events feel human—when they make people feel seen, heard and included, that’s when they become more than a moment. They become something people want to come back to.

The future of events isn’t bigger. It’s closer. More intentional. More personal. More connected.

Let’s stop thinking of events as one-offs. And start building communities that last.

Want more on what different generations expect from the future of events? 

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