Renowned for its iconic neoclassical architecture and vibrant cultural programming, Somerset House in London has unveiled its latest insights paper, ‘LISTEN UP!’, at a dynamic launch event attended by leading figures from the corporate, creative, and events industries. The paper explores the future of business events, analysing emerging trends shaping the landscape, highlighting the significance of generational diversity, hyper-connectivity, and the evolving nature of human engagement in an increasingly digital world.
The insight paper is the result of comprehensive research conducted in the autumn with corporate event planners and agencies. The findings of ‘LISTEN UP!’ offer invaluable insights for designing events that resonate with today’s multi-generational, digitally integrated audiences:
- Generational harmony in events: With four generations now active in the workplace, events must embrace diversity in age, culture, and inclusion. Successful events cater to a range of learning styles, from Gen Z’s preference for purpose-driven, interactive experiences to Baby Boomers’ appreciation for the traditional ‘hand up’ methods of engagement.
- Adapting to the attention economy: In a world of shrinking attention spans and constant second-screening, the insight paper highlights the growing need for event formats that foster focus, connection, and meaningful engagement. The paper outlines strategies to counter waning attentions from distraction-free environments to the use of innovative tech tools.
- Reimagining event formats: The traditional corporate conference is giving way to dynamic, hands-on experiences. Delegates now spend less time passively listening to keynotes and more time engaging in interactive workshops and collaborative activities.
- Technology – a double-edged sword: While technology is a powerful enabler of accessibility and inclusion, overuse can fragment attention and reduce information retention. The paper calls for a balanced approach to tech integration, leveraging tools such as live captions and interactive apps to create inclusive and accessible experiences.
Somerset House explores the future of business events
The topline findings from ‘LISTEN UP!’ were introduced by Somerset House’s Luci Sorrell, Head of Sales, Commercial Events and Rali Nenova, Sales & Marketing Manager. The stage was then given to Peter Mandeno, Ph.D., Human Connectivity Specialist and contributor to the paper, who explored the critical role of trust and face-to-face interaction in building meaningful connections. Peter was then joined for a panel discussion by teams from emc3 and Word on the Street to give deeper perspectives and tangible advice on the future of events and engagement.
Somerset House – the Home of Cultural Innovators
Luci Sorrell comments: “LISTEN UP! reflects our commitment to empowering the events industry with actionable insights and follows our Tribe & Trusted insights paper for those involved in brand experiences. As the Home of Cultural Innovators, Somerset House is proud to lead the conversation on the future of business events and how they can resonate with today’s broad and diverse audiences.”
The full ‘Listen Up!’ insights paper can be viewed here.
ABOUT SOMERSET HOUSE
Step Inside, Think Outside
As the home of cultural innovators, Somerset House is a site of origination, with a cultural programme offering alternative perspectives on the biggest issues of our time. We are a place of joy and discovery, where everyone is invited to Step Inside and Think Outside.
From our historic site in the heart of London, we work globally across art, creativity, business, and non-profit, nurturing new talent, methods and technologies. Our resident community of creative enterprises, arts organisations, artists and makers, makes us a centre of ideas, with most of our programme home-grown.
We sit at the meeting point of artistic and social innovation, bringing worlds and minds together to create surprising and often magical results. Our spirit of constant curiosity and counter perspective is integral to our history and key to our future.
Contact the event team at Somerset House:
020 7845 4618
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