The opening days of lockdown saw a change in the way that many of us value our time. By moving the workplace into our homes, time-tested habits were shifted, new hobbies were adopted, travel times were reduced, and priorities were altogether rearranged. Some of us used this shake-up to develop new life skills. Others focused on their families, or adjusted to a new work/life balance that had enough space for self-care.

These lifestyle changes prioritise the use of our time and are unlikely to be reversed post-pandemic. Successful marcomms strategies rely on a fundamental understanding of what audiences consider to be worthwhile content, and this increasingly equates to content that offers a valuable use of time.

To get ahead in post-pandemic growth, companies need to update their operations to recognise that consumers will be attracted by flexible choices that prioritise accessibility; a change in which virtual and hybrid events can play a key role.

A new sense of value

Post-pandemic, businesses need to be thinking about their customers and presenting them with choices as to how they engage. Hybrid and virtual events are built upon this premise of flexibility, leading to impactful and sustained engagement and long-term growth. According to recent research by etc.venues, 73 percent of event planners think hybrid events will become more common in the future.

Event platforms that provide a variety of content alongside streamlined networking channels offer attendees the options of engaging with material in a way that most suits them. Delegates can participate at times which are convenient for them, and from places where they feel comfortable. This efficiency will optimise their event experience as they can choose how their time is most valuably spent, and as a result, a meaningful connection with the business is developed.

Open to all, with less impact

Reduced travel due to Covid-19 has not only given back hours of our time; it has also moved the sustainability efforts of the events industry forward at a critical point. The UK events industry uses an estimated 380 million litres of diesel annually, and prior to Covid-19, large international conferences would see attendees fly in from around the world, resulting in enormous carbon footprints.

The pandemic has shone a spotlight on how lifestyle changes can lessen our environmental impact. In a recent survey, two thirds of global respondents agreed that climate change should be prioritised in the economic recovery after coronavirus. Hybrid and virtual events remove the need for delegates to travel hundreds of miles at great cost to the planet, and reduce the waste produced by large, in-person functions. Emphasising this difference will capitalise upon the new interest in sustainability efforts that have been driven by Covid-19, which will play a substantial part in decisions over what constitutes a valuable use of time.

Hybrid and virtual events allow a much larger audience to engage with a business with minimal negative impact on the planet. Moreover, this increase in numbers is supported by improved accessibility, as delegates can participate in virtual events without the concern of travel costs or logistical challenges that may previously have posed obstacles to their attendance. This promise of improved access and adaptable engagement will appeal to those who have new priorities for activities that they consider to be a truly valuable use of time.

Making the most of behavioural change

Businesses have always seen greater success when they have responded to the desires and behaviours of their target audiences. This is particularly crucial to the events and marcomms industry, which relies upon the sustained output of relevant and engaging content. Post-pandemic, it is highly unlikely that people will turn away from the new ways in which they value their time, and companies would do well to recognise this fact.

Firms that endeavour to understand this mindset shift will be able to kickstart growth not through return on investment, but rather through return on behaviour. Operations and marcomms strategies that are built from an awareness of how people value their time will offer business opportunities that are highly appealing to a post-pandemic audience. Flexibility, choice, and control will be the new pillars of impactful engagement and will help businesses to get ahead in their ambitions for post-pandemic recovery.