Why Intentionality Is the Future of Meetings

There are few industries that have witnessed more rapid change over the last three years than the world of business events and meetings. While this upheaval has put tremendous pressure on event professionals across the globe, it also presents an opportunity for reinvention. And there is one buzzword that has come to define this new mindset: intentionality.

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What does it mean to design more intentional meetings? For many, it’s a question of being more strategic about all of the elements that give face-to-face meetings an advantage over online channels of communication. In the midst of the era that brought us the “that meeting could have been an email” meme, it’s no longer enough to fall back on the old playbooks. There must be a “why” behind every decision.

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In some cases, that means being more structured with in-person interactions like networking. In others, it means making hard calls about which expenses truly deliver value. At a time when over 90 percent of S&P 500 companies produce ESG (environmental, sustainability, and governance) reports, being intentional also means being conscientious about our impact on the environment and the wider community.

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In this report, we’ll uncover the top trends in intentional meeting design by showcasing all the opportunities for innovation in one of America’s top destinations: Seattle.