Category
Tech
Delegated Interfaces
Trend cluster
Category
Virtual
Events
COVID-19 has forced brands to become creative with how they hold events.
5.4
Trend score
Trend
What is the Virtual Events trend?
Virtual Events: The lack of events taking place because of the COVID-19 pandemic has affected both brands and consumers' social lives. Alternatives some brands are investing more in are online events--where consumers can view products and experiences, and connect with one-another virtually.
Insight
The consumer insight behind the Virtual Events trend
At a time when collective anxiety is high, consumers are looking for any small means of escapism that distracts them from the unusual reality they're currently facing. These consumers are taking up new hobbies, honing different skills, or attending various types of virtual experiences as a means of keep their schedules full, and their minds occupied.
Trend themes
Themes within the Virtual Events trend
Three behaviours holding the trend together01
Virtual Events
As the COVID-19 pandemic continues to disrupt in-person events, brands are investing in virtual events, creating opportunities for collaborative storytelling and the possibility of wider audience reach.
02
Virtual Communities
Virtual events have the potential to build lasting virtual communities and networks based around niche interests or shared values.
03
At-Home Experiences
As consumers look for ways to escape and stay occupied during times of social distancing, brands are creating unique at-home experiences that allow consumers to engage with their products and services in new and exciting ways.
Industry implications
What the Virtual Events trend means for industry
Where the trend changes the playbookFor
Hospitality and Event Planning
The hospitality and event planning industry can adapt their business models by offering virtual events to consumers, creating opportunities for increased audience reach and increased engagement through collaborative storytelling.
For
Media and Entertainment
The media and entertainment industry can leverage virtual events to provide audiences with at-home entertainment options, leading to new business models and revenue streams.
For
Consumer Goods and Retail
Consumer goods and retail brands can create at-home experiences that allow consumers to engage with their products in new and exciting ways, leading to potential increased sales and brand loyalty.
Workshop question
How is your brand creating positive experiences for its customers amidst uncertainty?
Trend signals
Trend signals for Virtual Events
Trend score 5.4 out of 10, from popularity 84%, activity 70%, freshness 9%.
Popularity84%
Activity70%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Virtual Events trend
5 featured examples from Mar 20 to Apr 13, 2020CategoryLifestyle
Virtual Whiskey Events
The Virtual Whiskey Show Supports At-Home Sampling
Event planning companies can explore incorporating virtual components into their offerings.
CategorySocial Media
Virtual Cocktail Clubs
Boë Gin Debuted a Quarentine-Friendly Cocktail Club for Anyone Over 18
The alcohol industry can capitalize on the trend towards virtual events by offering virtual tastings, mixology classes, and other experiences.
CategorySocial Good
Hotel-Branded Virtual Events
Marriott International Launched Engaging At-Home Experiences
The hospitality industry can explore hosting virtual events and at-home entertainment initiatives to generate revenue and engage with customers during travel restrictions.
CategoryMarketing
Virtual Pub Quizzes
Camden Town Brewery is Uniting People by Hosting Events on Social Media
Breweries can host virtual events and offer delivery services to engage with customers and support social distancing measures.
CategoryPop Culture
Virtual Fashion Residencies
Bottega Veneta Launches a "Theatre of Joyous Distraction"
Fashion brands can create virtual residencies to promote creativity and engage with their audience during lockdowns.
