Attention is the new currency in corporate events says award-winning Creative Director at Manchester’s Factory International, Low Kee Hong.
Declining attention spans are one of the biggest obstacles event professionals are facing today. An insight paper published last year by Exclusive Collection revealed that average attention spans have dropped from 12 seconds in 2000 into just 8.25 seconds in 2025 – a figure that’s expected to decline even further. The report also revealed that digital distraction is now deeply embedded in the industry, with 44% admitting to checking their phone or devices sometimes during a conference or event and 30% checking them often.
With all this in mind, Low Kee Hong from Factory International, the organisation that programmes and operates Aviva Studios in Manchester, explains why simply booking a venue and filling a schedule no longer guarantees success with engagement and emotional impact now the true measures of effectiveness: “Everything we do isn’t about a one-off interaction, it’s about long-term connection.”
For Kee Hong, this starts with understanding delegates beyond data points. Planners who rely solely on metrics risk missing the emotional drivers behind attendance: “It’s not enough to look at the numbers; it’s about understanding people’s anxieties, desires, what gives them joy, and what frustrates them. You have to take delegates from audience to participants.”
Kee Hong points to a shift away from static formats and towards experiences that invite participation, surprise, and shared moments. Even subtle creative shifts such as changes in pacing or tone can dramatically improve engagement: “The goal is not scale, but intention.”
Adopting this mindset also requires event profs to shift away from transactional thinking as prioritising connection over conversion can dramatically increase the impact of an event: “Don’t think of an event as a transaction, think of it as a conversation that lasts. Do this by creating an agenda that encourages dialogue, peer-to-peer interaction, and moments of reflection as opposed to one-way messaging.”
The data supports this approach; according to Exclusive Collection, 46% of those surveyed say interactive workshops are the format that helps them maintain focus most effectively, reinforcing the value of environments and setups that are designed to support different outcomes and styles of engagement.
Ultimately, events that delegates will remember are those that resonate on a human level. Kee Hong is clear that authenticity is no longer optional: “Authenticity is no longer a creative preference; it’s a commercial necessity. Events that feel human are more likely to cut through the noise. And remember, delegates can smell anything fake from a mile away!”
Experience-led thinking also extends beyond programming and agenda; venue choice now plays a more strategic role in shaping how an event is perceived. Spaces with strong identity, flexibility, and cultural relevance can deepen engagement and help brands to align with values such as community and innovation.