The New Metric of Success: Designing Events that Spark Authentic Community

These days, events are more than eye-catching design in a space that wows. One of the most important measurements of an event’s success is how it makes attendees feel. More than half a decade after a pandemic rocked the world, people are still struggling with disconnection, loneliness, and rising mental health challenges. 

That’s why an event that fosters genuine community will be a success. In the next few sections, we will explore how event design is evolving to reflect this reality. We’ll explore how data on emotional well-being supports the need for emotional connection at events, and we’ll demonstrate how CORT Events can help you design spaces that are both emotionally resonant and visually striking.

Loneliness isn’t just feeling like you’re alone in the world. There are physical problems that stem from a sense of loneliness — chronic loneliness packs the physical punch of smoking 15 cigarettes a day. Heart disease increases by 29% among the lonely. Stroke risks rise by 32%, and dementia increases by a whopping 50%. It’s no wonder that the surgeon general declared loneliness an “epidemic”.

The U.S. Surgeon General’s Advisory on the Healing Effects of Social Connection and Community report explains, “Around 50% of adults in the U.S. reported being lonely in recent years 1-3—and that was even before COVID-19 separated so many of us from our friends, loved ones, and support systems.Our bonds with others and our community are also part of this equation. Research has shown that more connected communities enjoy higher levels of well-being.”

The health effects of loneliness influence how people participate in events. They also underscore the importance of emotional connection at events.

On the flip side, connection leads to tangible outcomes — and that’s true for business as well as for personal health. The Freeman Trends Report indicates that three-fourths of consumers report an increase in trust in a brand after attending an in-person event. This data demonstrates that today’s events must function as more than environments for brand storytelling. They need to offer emotional restoration, sense of belonging, and a genuine human connection.

This is one advantage that you get when you partner with CORT. Our team gets it — we see the shifting dynamics and help you with more than just products. We bring you space planning expertise and emotional design support, and we set you up for an event space that fosters dialogue, engagement, and genuine community.

Good design isn’t just about how the space appeals to the eye; it's also about how it appeals to the senses. Emotional design is a trend in events that is experiencing a meteoric rise, thanks to the desire to create spaces that evoke a sense of safety and inspire connection. It’s about factoring mood and behavior into your choices of texture, layout, lighting, and furniture as much as you consider how those items look.

How does bringing emotional design to life look from a practical perspective? Soft seating arrangements, circular groupings, and modular lounge setups encourage casual conversation. Natural elements, warm lighting, and tactile materials promote a sense of ease and calm. 

According to Freeman’s report, younger generations are “looking for greater connection to their colleagues and industry, more hands-on learning experiences, and a clear value proposition that aligns with their work/life priorities.” Freeman also notes that the values of authenticity, purpose, inclusion, and meaningful experiences are shaping event expectations, particularly among millennials and Gen Z. This is evident in the increasing interest in hands-on, interactive, and community-driven experiences.

What do these values indicate? They show that the shift toward designing for emotional resonance is more than a trend — it’s here to stay.

Once again, CORT can help you deliver on the promise of connection with on-trend inventory, personalized design support, and space planning tools that empower you to translate your emotional intent into immersive design.

People can experience an authentic connection only when they feel welcome, which is a sense that must be intentionally cultivated. The surgeon general’s report calls for organizations and communities to “cultivate a culture of connection” that values, promotes, and enables social connection in every environment. This places the challenge on you to create spaces that actively reduce barriers to engagement and foster trust, inclusion, and a sense of belonging.

Freeman’s report discovered that only 40% of organizers committed resources to networking design. For two years, event attendees have clamored for meaningful connections, but less than half of organizers listened and adjusted their event plans accordingly. This is where your events can stand out when you design spaces that foster conversation and connection for everyone.

To make everyone feel welcome, you need to shift away from one-size-fits-all aesthetics and adapt space design to accommodate a diverse range of needs and personalities. Some of these elements can include lounge zones that provide introverts with a place to recharge, high-top networking areas that encourage organic conversation, low-stimulation areas, and flexible layouts that can transition between high-energy activations and smaller, more intimate conversations. When you design through this lens, your events become cultures of connection in living examples of how space can make every attendee feel valued and part of something larger.

CORT is invaluable in helping you achieve this level of inclusive event design. Our professional consultants, online Space Planning Tool, and modular furnishings that can flex to meet different needs help you visualize and adapt your layouts. We make it easier for you to cultivate connections within emotional event experiences that not only look good but also actively invite participation and a sense of belonging.

You’re probably already thinking that this approach changes the way that you define success. It’s true that attendance and social media impressions are still valuable, but they don’t tell the whole story. To build long-term brand loyalty, you must also track the emotional outcomes of your event, as well as the authentic community building that it fosters.

Freeman’s report made it clear that the top motivators for attending in-person events include the opportunity to build relationships and feel part of something. Millennial and Gen Z audiences expect emotional alignment with the brands they engage with, so this desire must be reflected in the event experience.

CORT can help you create stages for meaningful interaction. From lounge furniture that increases dwell time to customizable furniture that sparks storytelling, we can help you deliver on this new paradigm for measuring event success.

In a world where everyone seems disconnected and lonely, genuine connection is the most valuable experience you can offer. It still matters that your event space looks pleasing and stylish, but it’s even more important to focus on how the design makes people feel. Events that cultivate a sense of belonging will create a lasting emotional impact that extends far beyond the aesthetic appeal of the space.

CORT Events is your trusted partner in helping you deliver on an emotionally resonant experience. Nationwide service, fast quoting, personalized design support, and a catalog curated for aesthetic and emotional impact set us apart, empowering you to design with both intention and imagination.

For designs that transform temporary spaces into meaningful moments of community and connection, contact us today.