Escapism and democratisation of content creating is the future of events

Event management is a part of marketing that is super sensitive to all cultural, technological and
social trends. If we briefly formulate the event trends of 2024, then these will be two words –
escapism and democratisation of content creating.

The first trend – escapism – is the effect of the epidemic, lockdown, restrictions on personal
contacts and public events. The pent-up demand and demand for festivity, for the game,
continues to gain momentum. Of course, this is also a way to run away for a moment from
challenges and problems.

The second trend – democratisation of content creation – is obviously the effect of AI
development. In our practice, we see how quickly AI tools transform from show elements into
tools for daily work – now a significant part of the images in our creative presentations about
events are generated by AI. Of course, when it comes to a specific installation or stage for a
brand, we call for people. The creative process remains, but is definitely transformed.

A few words about us. Eventum Premo – is an event marketing agency with 20 years experience, recently we opened an office in Dubai.

For more than twenty years we have been doing events, writing books about them, coming up with ideas and combining them with technology, doing things that no one has done before. From the presentation of a new aircraft to an immersive theatrical event.

Here is our selection of trends for 2024.


Carnival and theme dressing are a manifestation of escapism, which began after the Covid epidemic, fatigue from social and political upheavals. The guests of the event become both the main decoration and create an immersive space for each other. The costume theme can be anything from retro to diving into hyper-locality.

Another driver is so-called ‘digital fatigue’ – when a person buys online, goes to the cinema
online, there is a growing demand for physical experience, for direct contact with other people.


The trend for low alcohol drinks and non-alcoholic cocktails continues. Guests gain new experiences through the creation of complex, conceptual and non-alcoholic cocktails. Low-to-no-alcohol beverages are used as substitutes for higher alcohol drinks and although the relative sales volumes are still relatively small, this segment is steadily growing following the change in alcohol consumption among the audience.


Despite the struggle of global companies with remote work, this trend seems to be impossible to change. Employees move freely around the world, find new places to live, where work-life balance will be better for them. Many companies are changing the format of the office, which is becoming more like an informal and customised space for employees who do not come to work every day.

There are two consequences for events like this.

On the one hand, this creates a new type of event – gathering of all employees from different parts
of the world at one event to immerse themselves in the brand and develop loyalty to the employer.

On the other hand, it is a new challenge for event organizers in terms of attracting talented
professionals to their team or project – the fight for the loyalty of creative freelancers is reaching a
new level.


The trend towards local, niche and interactive education continues. The course can be part of an
announcement campaign before the event or an element of the edutainment programme already at
the event itself. Companies invest in re-skilling and up-skilling employees, and employees
themselves see the value of these short courses not only in education, but also in socialisation,
participation in the professional community.


Eco-friendly materials, minimising the amount of waste after the event, calculating the carbon
footprint, replacing printed materials with digital analogues. The request for sustainability also
changes the requirements for the materials of gifts and invitations. One example of such changes
is wood printing – printing invitations on wooden surfaces. Eco-friendly gifting also applies to


AI simplifies the creation of an art content for any user: a text manifesto for the event, an original design or even a graphic video. We expect that this will speed up and reduce the cost of creating content for events, including the most expensive and complex – graphic video content.

By Alexey Berlov, partner at Eventum Premo Dubai