TBA Creative Network

The moment that marketers spent years preparing for is already here: Generation Z’s phase of demographic dominance has begun. So, as the influence of their expectations, habits and needs becomes increasingly embedded in brand marketing and the MICE sector, it makes sense to look forward again to who and what is next.

Every paradigm shift creates new buzzwords – and for the post-pandemic business events industry, they’re ‘hybrid’ and ‘integrated’. One needs only to glance at the flurry of industry articles from the last few months to know that these types of events are looming in marketing and event professionals’ minds as they look forward to Covid-19 receding and their work ramping up again.