Impact—our Talking Point for 2024 and 2025—has grown into a powerful, multi-layered framework. It’s no longer just about numbers. It’s about creating meaningful change across environmental, social and emotional dimensions. At IMEX America 2025, our impact education track brought this evolution to life.
Here are five key takeaways:
1. Impact is now a strategic must-have
As Miguel Neves, Skift Meetings shared, impact spans social, cultural, economic, intellectual and environmental outcomes. It’s not just about attendance or revenue anymore. ESG (environmental, social and governance) is now a business driver. Events must consider their legacy—how they support communities, promote well-being and ensure accessibility. Impact isn’t optional. It’s essential.
2. Authenticity is everything
People can spot inauthenticity a mile away. CSR efforts that don’t align with a company’s values fall flat. Rachel Riggs, Merits, highlighted a jewelry donation program supporting anti-trafficking efforts. It worked because it told a real story and built emotional connection. That’s what creates legacy.
3. Emotion drives loyalty
Live events offer something digital can’t—real human connection. Attendees act on how they feel, not just what they learn. The Dîner en Blanc model shows how shared rituals and co-creation build community. When attendees help shape their experience, they feel ownership. That’s return on emotion—turning good feelings into trust and advocacy.
As one speaker said, “You can broadcast content, but you can’t manufacture relationships.”
4. Data makes impact real
To avoid “impact-washing,” we need proof. Sarah Jackson, GPJ introduced the 3P framework: policy, process, performance. Performance—backed by data—is key. Tracking waste diversion, travel emissions and local spending helps validate claims, justify investment and drive improvement.
5. Small steps spark big change
Creating a fully sustainable event can feel daunting. But perfection isn’t the goal—progress is. Sarah Jackson called out the “paralysis of perfection.” Her advice? Start small. Hyatt’s Menu of the Day reduces food waste. Removing beef from menus cuts emissions. These choices build momentum and shift culture.
The challenges ahead:
1. Fear of imperfection
Worrying about criticism or greenwashing can lead to inaction. But doing nothing is the biggest risk. Start somewhere. Learn and improve.
2. Intent vs. execution
Strong sustainability goals often get sidelined on site. Budget and logistics take over. As Steve Enseline, Hyatt noted, this gap undermines good intentions.
3. Measuring emotional impact
ROI is familiar. But how do you measure trust or community? Without metrics, it’s hard to justify emotional outcomes to data-driven stakeholders.
4. Moving past easy CSR
Real legacy takes planning and buy-in. Pre-packaged activities are convenient, but they miss the chance for meaningful engagement.
5. Systemic barriers
External factors can limit impact. A hotel might sort waste perfectly, but if the city doesn’t recycle, it’s wasted effort. Sustainable alternatives can be costly or unavailable. We need industry-wide change.
The opportunities to seize:
1. Make impact part of event design
Start with impact. Align sustainability, accessibility and social goals with your company’s ESG strategy. Let impact guide every decision.
2. Use immersive tech to build emotion
Val Syganevich, Freckled Sky showed how mixed reality can create awe without isolating attendees. Blending digital and live elements builds emotional resonance and unforgettable moments.
3. Empower attendees as co-creators
Let attendees shape their experience. Like Dîner en Blanc, this builds loyalty and community. It’s authentic engagement.
4. Go hyper-local
Partner with local, women-owned or minority-owned businesses. Design menus around regional producers. Work with local nonprofits. This reduces emissions and leaves a lasting legacy.
5. Design for everyone
Accessibility benefits all. As Meryl Evans, meryl.net, shared, captions—essential for deaf attendees—are used by 80% of viewers. Universal design creates seamless, inclusive experiences.
We’ll be back on the impact track at IMEX Frankfurt 2026. Stay tuned.
Report created with the help of Snapsight and SparkAI.
