The events industry is facing challenges in predicting how live events will return following the COVID-19 pandemic, including concerns about travel, crowds and reduced budgets. Budget cuts, reallocations and incremental restoration of the marketplace have been a factor, with some marketers shifting from social media spend to paid digital, email and print.

The trend in messaging is to be genuine, human and customer-focused, with a focus on creative simplicity and authenticity in creative and graphics.