August 27, 2025

Belonging in Events: Why Connection Drives ROI

Let’s be real; events aren’t just about flashy stages, good catering, or who you get for the keynote slot. They’re about people. And people, at their core, want to feel like they belong.

So much so that belonging is fast becoming a business metric. When people feel connected, engaged, and part of something bigger, the impact is measurable.

Belonging in events = better business outcomes

It’s easy to talk about ROI in terms of ticket sales, leads generated, or social media impressions. But connection is just as powerful. Here’s why:

• Higher engagement – Attendees who feel like they belong are more engaged in sessions, more open to conversations, and more likely to participate.
  
• Stronger loyalty – Events that foster belonging stick in the memory. They’re the ones people return to year after year, bringing colleagues or clients along.
  
• Increased collaboration – When barriers come down, collaboration goes up. Belonging unlocks new partnerships, ideas, and problem-solving.
  
• Better wellbeing – In a world where loneliness is rising, events that genuinely connect people are more than “nice-to-have”—they’re vital. Healthier, happier people make better teams.
  

This isn’t about the warm glow of good vibes. It’s about measurable outcomes; engagement scores, retention rates, advocacy, and productivity, that directly affect the bottom line.

Why does a sense of belonging matter

Here’s the thing: people are craving connection. Despite being constantly plugged into digital platforms, loneliness has hit record highs with 3.1 million people in the England reporting they often feel lonely (UK Department for Culture, Media, and Sport, 2024) Remote working, endless screens, and transactional networking have left a gap, and events can fill it.

That’s why the most impactful events today don’t just host audiences. They create communities. They design spaces where people can show up as themselves, connect authentically, and leave feeling like they’re part of something that matters.

And when you achieve that? The ripple effect stretches way beyond the event itself.

Designing belonging in events

So, how do you turn belonging from a buzzword into a tangible event outcome?

• Put people at the centre – It sounds obvious, but it’s easy to get caught up in content over connection. Design your agenda around opportunities for human interaction, not just speaker slots.
  
• Curate authentic spaces – Gone are the days of sterile networking rooms. Think lounges, communal tables, collaborative workshops, or interactive tech that helps people connect in ways that feel natural.
  
• Balance structure with spontaneity – Belonging often happens in the in-between moments. Build space for serendipity, coffee catch-ups, shared meals, chance encounters.
  
• Make it inclusive – True belonging only happens when everyone feels welcome. That means accessibility, diverse voices, and programming that speaks to different needs and perspectives.
  

The ROI of belonging in corporate events

The events that people talk about, return to, and champion aren’t the ones with the fanciest AV (though we love that too). They’re the ones where people felt part of something meaningful. And that feeling has measurable value: it drives re-bookings, increases sponsor renewals, generates word-of-mouth referrals, and strengthens client retention.

Put simply, belonging reduces churn, boosts loyalty, and extends the lifetime value of every relationship touched by your event. That’s ROI you can take to the boardroom. Because when people feel like they belong, they don’t just attend; they invest.

The future of event experiences lies in belonging

Events are uniquely positioned to tackle one of society’s biggest challenges: disconnection. By re-establishing belonging, we’re not only creating better event experiences; we’re shaping healthier, more connected organisations and communities.

Belonging isn’t just something extra for us at First Event. It’s the metric that matters most. Because when you design for connection, you design for impact.

Want to explore how events can tackle loneliness and drive real ROI through belonging? Download our report Tackling Loneliness: Re-establishing a sense of belonging through events.Ready to build belonging in events into your next experience? Get in touch, we’d love to make it happen.