Published on
October 8, 2025
By: Tuhin Sarkar
IMEX America, held from October 7-9, 2025, has shown that event professionals across the globe are increasingly seeking more than just transactional networking opportunities. On the bustling show floor, conversations with planners highlighted a powerful desire for authentic, candid connections and meaningful bonds. Attendees at the event expressed a deep need for human connection that goes beyond simply generating business leads. As the events industry evolves, planners are searching for a ‘support system’ that nurtures collaboration, learning, and growth, creating a ripple effect in how future events will be designed.
Lisa Beauchamp from Global Security and Staffing Solutions put this into perspective: “Networking produces finances, but what I really want from the show is bonding—I’m looking for people who are in the same industry as me, so we can learn and reflect, and grow together. I’m networking yes, but as a support system.” This sentiment reflects a broader shift in the industry towards fostering more personal and meaningful relationships within the events ecosystem.
Micro-Communities: A Key Opportunity for Events and Planners
The trend towards building deeper, more authentic connections was further underscored by insights from the AMEX GBT 2026 global meetings and events forecast. One key takeaway highlighted the growing importance of micro-communities within events. Jennifer Nelson, VP of Global Strategic Meetings at AMEX Global Business Travel, shared her perspective: “It’s important to create and nourish micro-communities within your events—so people feel like they’re in a safe space and are recognized.” These micro-communities enable attendees to forge closer bonds, engage in meaningful conversations, and exchange ideas that lead to personal and professional growth.
In a world that is increasingly dominated by virtual and digital experiences, the desire for authentic, in-person connections has become more vital than ever. Event planners are recognising that creating smaller, more intimate groups within larger events can foster a sense of belonging and trust. This approach not only enhances the attendee experience but also makes events more engaging, impactful, and valuable for everyone involved.
The Power of Meaning and Purpose in Event Planning
Matthew Emerzian, founder of Every Monday Matters, took the stage to address the heart of the issue in his educational session, “You Matter.” He emphasized the importance of helping people find meaning in their lives and their work. According to Emerzian, the human desire for purpose and legacy is at the core of both business and personal interactions. “What we all have in common is that we want to matter—we want to live with meaning, purpose, and legacy. As event planners, you create experiences that help people to connect and find meaning—and that’s so incredibly powerful.”
This shift towards meaningful experiences reflects broader changes in society and the workforce, where people are increasingly looking for purpose-driven events that resonate on a personal level. In the context of the global events industry, this means that planners are focusing more on curating experiences that foster connection, engagement, and a sense of belonging, rather than simply offering transactional networking opportunities.
Authentic Leadership: The Key to Stronger Connections
The theme of authenticity continued to be a cornerstone of conversations throughout IMEX America, particularly in relation to leadership. Dr Chika Stacy Oriuwa, in her keynote on Workplace Wellness, highlighted that the most successful leaders are those who lead with authenticity and compassion. “The best leaders, who lead with authenticity and who lead with compassion, have stronger connections to their prefrontal cortex, which means they’re able to make smarter, faster, and better decisions under pressure than leaders who are inauthentic or who lack compassion,” said Dr Oriuwa.
Authenticity in leadership not only helps build trust within teams but also influences the success of events. Leaders who genuinely care about the people they work with create environments where trust and collaboration can flourish. This, in turn, strengthens the entire event ecosystem, as planners and attendees are more likely to feel connected and supported in such environments.
Trust and Live Events: A Growing Industry Trend
The importance of trust was a central theme at IMEX America, with several sessions and discussions focusing on how trust is earned and maintained in today’s events landscape. According to the 2025 Freeman Annual Trust Report, live events are now the most trusted form of brand communication. Ken Holsinger, Freeman’s SVP of Strategy, elaborated on this trend, stating: “Trust is at an all-time high. Our data shows it’s at 84%, but among Gen Zs and Millennials, who are the Nowgen, not the Nextgen, it’s 92%.”
This shift reflects a growing reliance on live experiences to build authentic relationships and trust, particularly among younger generations. As these digital natives spend more time online, they increasingly seek out live events as a way to validate their research and experiences before making purchasing decisions. Holsinger noted, “They both trust, and don’t trust, digital.” This creates a significant opportunity for brands and event planners to leverage live events as a tool for building trust and fostering deeper relationships with their audiences.
The Role of Live Events in Building Meaningful Connections
Live events are becoming essential in cultivating lasting, meaningful connections in today’s digital-first world. As Holsinger pointed out, younger generations, especially Gen Z and Millennials, see live events as a crucial way to validate online research before making important purchasing decisions. This underscores the growing power of live events as a trust-building mechanism. Event planners who can create these authentic and engaging experiences are positioning themselves to be at the forefront of the events industry.
At IMEX America, it was clear that trust is not just about building brand loyalty but also about cultivating genuine, human connections that attendees can carry with them beyond the event. This emphasis on authenticity and meaningful interactions will likely shape the future of the global events industry, as planners strive to create environments where trust, connection, and authenticity are paramount.
Conclusion: Embracing Authenticity and Connection in Event Planning
IMEX America highlighted a significant shift in the events industry, where professionals are increasingly prioritising authenticity, connection, and meaningful experiences. Event planners are moving away from transactional networking and instead focusing on building micro-communities, fostering trust, and creating events that offer real value and purpose to attendees. This approach is reshaping how events are organised and experienced, with live events becoming an essential tool for fostering authentic connections and driving business growth. As the demand for more genuine, purpose-driven events continues to grow, those who embrace these changes will lead the way in creating more impactful and successful experiences.
