TRENDWATCH – THE “‘CASUALIZATION” OF BUSINESS EVENTS

By Grail Noble, CEO, Yellow House Events. 

Photo Credit – C2 Montreal (from website)

The biggest shift we are seeing in corporate events – and our continued strong prediction for the evolution of event design – is a demand for more “casual” business events. Business attendees are looking for authentic conversations, thoughtful content design, comfortable spaces, flexible dress codes and lots of opportunities for dialogue and interaction. They also want an “experience”. 

The days of stiff suits, long commutes to uninspired venues and passive learning from some “sage on the stage” are well behind us. Attendees want to wear trendy sneakers with blazers in cool spaces, sipping gourmet coffees and chatting to executives who are accessible and available for questions. They want to be immersed in custom branding and good design, while still having fun and learning. They crave connection. 

That is why most business events need to be rethought and refreshed. This is also spilling over into non-profit events and awards galas. Sponsors, donors, and guests are looking for alternatives to the old stuffy fundraising gala dinner in the same round-table format. 

And we are here for it! 

But the desire for “casual” doesn’t mean completely unstructured or sloppy. Business attendees don’t want just comfort and free-form discussion. They want the event to be curated through experience design that delivers a high-end product too. The hybrid workforce still needs a good reason to travel to events and gather in person outside of the office. They want high-quality, interesting food, lux interactive experiences and good flow. They also want good content that they can’t get on a webinar. And they want it well-delivered through organized execution. Delivering on that demand means delivering content in different formats and in short bursts, allowing them to choose how they consume, digest, and share it. 

And it’s not just about how the content is presented. It’s the whole experience. In 2025 attendees also want diverging and often opposing choices. They want caviar and grilled cheese. They want champagne and craft beer. They want healthy, local and non-alcoholic options, but in beautiful, sophisticated packaging that is both tasty and creatively presented. They want events to be smart, and offer brain fodder for good, open, meaningful dialogue. They also want to have those conversations in smaller groups, delivered, for example, from multiple small stages vs one huge plenary. They want the freedom to move and mingle at events vs. being forced to sit crammed together in rows, squinting at someone’s PowerPoint presentation.  

Planning and designing events that meet all these needs can be daunting for organizers. 

But for us, the challenge is happily accepted! 

Connect to chat further if you want to refresh your next business event. hello@yellowhouseevents.com. 

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Grail Noble is the CEO of Yellow House Events. She is a leader in the events industry and the founder of one of the country’s top event agencies. Grail has over 25 years of experience designing events for global brands and has been named to several national top business growth and leadership lists, including as one of Canada’s top female entrepreneurs and most recently as a “Top 50 Most Admired Women Leaders in Toronto”. She is proud to work with a talented team.