If well done, events can be launching points of conversations, new connections, and community evolution overall. The thing is that when an event leans way too far to the side of brand saturation versus an immersive experience, very soon it becomes what some of us know as a “brand farm,” and at some point in your life, unfortunately, you will experience that (it’s inevitable).
I’m sure you can recall a venue wallpapered in logos like a race car, where visually the heavy branding swallows up the actual meaning behind the event itself; therefore, your experience is defined primarily by sponsored product placement photo ops as opposed to community resonance.
That move isn’t just a visual concern; it’s a strategy concern. As community members, specifically for me in the LGBTQIA+ community, we are incredibly drawn to authenticity. We know the difference between product placement and corporate social responsibility in action initiatives. That said, our community is less inclined and increasingly unwilling to support events in which the experience feels one-dimensional, and is perceived to exist as both an initiative to harvest attention and data without reciprocating anything meaningful in ways that will actually move the needle for our community, of which these branded events claim to uplift and support.
A Formula for Impactful Inclusive Events
A solid, memorable and impactful event can be developed when these four areas below are intentionally balanced:
- Inclusivity
- Media coverage
- Brand integration
- Cause integration
Press coverage becomes strengthened when connected to causes and initiatives that are meaningful. We can amplify inclusivity when brands function inline with purpose, and not just as a product placed participant. Causes can further grow their visibility and resources when factored into the experience with intention and care. Events that are balanced with these four ingredients transform into much more than gatherings; they turn into platforms that showcase an awareness and understanding of the impact of empathy and corporate social responsibility. This is because they center on the understanding that people not only want to be entertained, but they also want to see themselves, their own values, and their communities celebrated.
The Issue of Oversaturated Branded Special Events
When brand activations are relied upon heavily as the main driver of a special event, the energy imbalances are soon visible. Attendees often exit the event with the sensation of having been seen primarily as consumers and secondarily as community members. The event space starts to look like a showroom, and instead of the space being designed and curated for the guests, the guests in many cases, feel like they’re the ones being curated for the space in addition to the brands present. This dynamic, in addition to being stressful for community members and specifically for those of us in marginalized communities. For those of us in the LGBTQIA+ community in particular, when we walk into events, most of us come from the lived experience of having to navigate spaces that have been built around inequality and exclusion, so for events to be a reminder of the classist divide in our society between the “haves” and the “have-nots.”
Optics are import, when the focus of events is one-sided toward corporate interest, the unspoken but visible, clear message is that access to opportunity, visibility, and comfort is a privilege only reserved for people who are able to pay the price of admission and/or those a brand deems “marketable”. You can call that tokenism if you like, it is classism at the base: special treatment for certain attendees in order to benefit from elevated experiences at the same time that other attendees stay on the sidelines of curated “VIP” and/or “premium” brand activations. Compare that with the events where charitable initiatives and/or partnerships are a part of the overall event experience, where everyone’s attendance is made clear to hold value, not just because they represent some form of buying power but because they represent humans, each with lived experience that deserves recognition, inclusion, and respect.
Social Impact’s Required
The general public is asking more specific questions and raising concerns about justice, equity, and representation. Events that do not address that or tap into that actively risk incurring reputational damage and also long-term audience alienation. Whether through nonprofits, community-based programs, or mutual aid, social impact is no longer just “nice to have”. It is expected, and is an especially important factor to highlight and incorporate within LGBTQIA+ spaces, where community compassion and care have been the basis of progress in the first place.
When an event centers social impact, it shows:
- We know the systemic challenges you face.
- We see you.
- We believe our business should also play a role in supporting progress, and not simply profit.
This type of messaging builds credibility, loyalty, and trust way more than any branded gift bag or photo activation ever could.
What Message Is Signaled When Events Place Purpose Before Promo
Incorporating and factoring in social impact initiatives does a lot more than lift a special event’s standing in the community; it actually totally transforms the overall attendee experience. Attendees feel they are part of something bigger than themselves that is inclusive of their values and their vision for the future. Purpose-driven events and centered events tend to have the following results:
- More impactful media stories
- More community engagement
- More emotional connection with attendees
- Authentic strategic partnerships more aligned in values vs transactional business deals
These are events where the community is invited to be a part of the creative process. When that happens, these special events and experiences feel more expansive as opposed to exclusionary. They leave people with the sense of culture advancing and thriving, not when brands dominate space, but actually when communities do just that.
A Way Towards Progress
We (myself included) want to spend our energy, time, and resources on experiences that are in alignment with the type of world we are trying to create, not in a capitalistic one we are trying to move away from. Within our LGBTQIA+ community, in addition to with our allies, and the event attendees of all identities, the public has been signaling for special events to center in social awareness, mutual responsibility, and sincere care and consideration. We want events that will uplift as opposed to exploit, and that’s what’s going to build a bridge vs. a barrier.
For all special event professionals out there, in addition to the brands that hire you, this point in history has created a substantial opportunity for you to step up and into alignment with the values of the communities you all are here to serve. By moving into a model that is centered on the community, impact, and purpose, special events can be both profitable and well-regarded in addition to being catalysts for progressive change. The road here is open. The hunger for change is stronger than ever. And the future of special events will be defined by those open to welcoming in the responsibility and possibility of this moment in history.
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About Rev. Dylan Thomas Cotter: With over fifteen years of expertise in PR and strategy, Rev. Dylan Thomas Cotter stands out as a strategic advisor for elite clients across entertainment, technology, fitness, fashion and beauty. His dynamic life experience enhances his ability to elevate brand messages and drive impactful engagement.
Dylan Thomas is proud gay transgender activist and author that has appeared in Vice, Rolling Stone, Out Magazine, The Advocate, Yahoo! News, Pride , Mashable, Inked Magazine, Truthout, Well Beings News and Newsweek that happily resides in the Hollywood Hills with his partner. His memoir Transgender & Triggering The Life of Dylan Thomas Cotter is available now at Barnes & Noble, Harvard Book Store, Book Soup and Skylight Books amongst other fine retailers and is distributed worldwide through Ingramspark.