Business events in a slow economy
5 questions to help you decide whether to host that event
In times of economic uncertainty, decision-making can feel heavier than usual, especially when it comes to investing in events. With a slower economy, a looming election and America being America, some organisations are questioning whether to press pause on conferences, celebrations, and launches.
I get it. Events can be expensive, time-consuming, and, let's be honest, a little anxiety-inducing.
But before you cancel or indefinitely postpone that event, take a step back. It may be more about asking the right questions than making blanket assumptions.
Here are five questions to help you decide whether hosting an event still makes sense for your organisation in 2025.
1. Are the objectives of the event suitable for this climate?
Start with your why. I always ask all my clients ‘why are you holding this event?' What are the objectives?’ So, ask yourself, is the purpose of your event still relevant in the context we find ourselves in right now?
Whether it’s about launching a product, celebrating a milestone, strengthening relationships, or educating your community, some objectives are more important in challenging times, not less. That said, optics matter. If the tone of the event feels out of step with the moment, it could do more harm than good. Read the room and consider: does the style, scale or messaging need to shift?
2. Does my attendee want - and have the means - to attend?
It’s one thing for an event to feel worthwhile to you, but does your attendee feel the same?
Consider who your attendees are. Have they been impacted by economic pressures? Do they have the budget or time to participate? Importantly, could your event be a bright spot, a reason to celebrate, connect, or escape for a few hours?
Sometimes the value of an event isn’t just about content or outcomes, it’s about how it makes people feel.
3. Can our organisation afford to host it?
Yes, events cost money. But not all events cost the same money, and there are smart ways to design for impact without overspending.
Revisit your budget with fresh eyes. Add a contingency buffer, align with your strategic plan, and assess whether the expected return justifies the investment.
Remember the return doesn’t have to be financial (it rarely is), it could be loyalty, visibility, engagement, or positioning. In today’s context, are those results still important to you?
4. Can our organisation afford not to host it?
It’s worth asking the opposite question, too.
If you don’t run your end of year staff party and awards celebration, how does that affect morale? If you skip your annual member conference, how does that impact retention? If you delay that client dinner or industry roundtable, are you leaving space for someone else to step in?
Sometimes the absence of an event sends a stronger message than the event itself.
5. Is the economy really the reason—or just an excuse?
It’s easy to blame the economy, and yes, it’s a real factor. But often, hesitation is about something else.
Maybe it’s fear it won’t live up to last year. Maybe it’s uncertainty about turnout or ROI. Maybe it’s the sheer time it takes to pull everything together. All valid. But here’s the truth: if you were guaranteed a return on investment, you'd run the event tomorrow.
So, how do we set ourselves up for that kind of confidence?
Get clear on your objectives.
Let those objectives guide every decision in the planning process.
Learn from what is working in events right now (and what isn’t).
Work with event professionals who know how to create results.
The right event, for the right reason, executed the right way, can be more powerful now than ever before. The key is not just to ask if you should host an event, but how to make it matter.
If I can help plan an effective event for you, reach out to hello@jemevents.com.au
Jodie
Director, JEM events