You've been staring at your screen all morning, watching speaker after speaker analyze Q4's numbers and extrapolating future policies out of them. Your coffee is lukewarm, your back is stiff, and your mind drifts towards the refrigerator where your lunch is waiting for you. A notification pops up on the corner of your screen: a friend asking what plans you have for later this evening. You chuckle to yourself as you respond with an inside joke, while in the background the virtual conference you're attending drones on. Come to think of it, you didn't invest much to "attend" this event; would it really be that bad if you logged off?

Virtual events, a massive part of our lives since 2020, can be extremely valuable, but they also have a lot of drawbacks that I'm sure we've all experienced. The novelty of attending a conference from the comfort of your sweatpants has worn off slightly, and the unique ability of in-person events to foster spontaneous interactions is greatly missed. That said, virtual events are unparalleled when it comes to accessibility, as attendees most likely already utilize the means of participating in their day to day work lives: an internet connection and a device capable of connecting to it. What's the right balance of in-person to virtual to strike when designing a business event?

Sustainability and Accessibility

No one can argue against the carbon savings that not traveling to a destination creates, especially when airline flights are estimated to contribute over 2% of global carbon emissions. Virtual attendance does not generate any more impact than regular work from home, generates no additional food waste, and completely cuts out the costs of travel. These are huge benefits that not only represent positives for the planet, but for the pocketbook, as well.

As mentioned in the introduction, virtual options also represent a more accessible form of event attendance. Attendance may only cost a nominal fee to access the content of the event, and attendees don't have to worry about travel, accommodations, and meals out. The hybrid workspaces that are ubiquitous in today's corporate landscape mean that most workers already possess the means necessary for virtual attendance, and they can revisit the materials on demand because of the fact that they are captured on video. Digital platforms also allow for tools that make content more easily approachable for those with physical disabilities or neuro-divergent conditions: captions, boosted audio, and the ability to replay presentations grant attendees the power to take the reins of the event.

The Shortcomings of Virtual Formats

While the positives of virtual events are attractive, there are shortfalls to keep in mind when designing an event. One of the most obvious aligns with the current move back into physical office spaces in the corporate world: the power of face-to-face, spontaneous interactions. With virtual, there is no mingling in between sessions, or conversations at the coffee bar. There are fewer options for 'fun' programming, like cocktail receptions or cultural experiences. Many attendees may not even turn on their cameras, meaning they are simply names on a screen for everyone else, hindering the personification of these people to their peers. The appeal of in person events being tools for fostering new connections and breaking up the monotony of the work week is greatly reduced when shifted to a purely digital format.

All of the previous points hinge on the successful implementation of this technology; we've all experienced the awkwardness and frustration created by "technical difficulties" in virtual meetings. Beyond the mere annoyance, connectivity or audio issues also mar an attendees perception of the event, giving it a more amateur or ad hoc feel that delegitimizes the host's image. Beyond the technical challenges, it is also harder for hosts to measure audience engagement during digital presentations, making it harder to react or adapt to the needs of those in attendance. If a virtual attendee tunes out, there is little stopping them from leaving the session, or opening another browser, and there is no post-event engagement to recap the key points. Virtual events rely heavily on the attendees' self discipline to be effective.

Moving Forward

We've outlined some pros and cons of the digitization of events. Most of the points should feel familiar to you, as virtual work is an unavoidable reality of today's work environment. It is important to move forward, and to embrace the huge positives that modern platforms give us when it comes to hosting events virtually, but it is equally important to recognize the effects of in-person interactions and their irreplaceable nature. Just as many companies have concluded, a hybrid format grants people the best of both worlds, and embodies the beauty of compromise: both sides give a little to create a better whole. The accessibility and sustainability benefits of digital cannot be ignored, but neither can the power to engage that in person has. An impactful meeting or event grants power and agency to each and every attendee, allowing them to shape their experience: giving them the choice to attend in person or virtually falls under that umbrella, and is a choice that we are lucky to have today.