Over the past few months, the CTW Events team has been on the road non‑stop, sharing stages and exhibit halls with some of the most influential professionals in the meetings and incentives industry. From IMEX Frankfurt in May and IMEX America in October to Microsoft’s FabCon in Vienna, we’ve had the privilege of hearing directly from corporate planners, venue partners and CSR leaders about where the industry is headed. This reflection distills those conversations into five powerful themes that are shaping purpose‑driven events in 2025.
Sustainability is no longer optional – it’s the heart of modern events
Sustainability emerged as the dominant topic in every conference hall we visited. IMEX Frankfurt 2025 underscored this point by making sustainability part of its ethos; the organisation measures and evaluates its environmental and social actions each year to enhance the positive impact of its shows[1] . CTW supported the show’s goals by facilitating a Hygiene Kit Build that invited attendees to pack 600 kits with bamboo toothbrushes, dental tablets, shower gel and shampoo for donation to Bahnhofsmission Frankfurt, a local NGO[2]. This hands‑on activation aligned perfectly with IMEX’s mission to give back to host communities and champion the positive impacts of meetings and events[3].
These kit builds aren’t limited to trade shows. During Microsoft FabCon in Vienna, CTW Europe ambassador Tommie Eaton explained how purpose‑driven team building goes beyond boosting morale to deliver lasting social change[4]. Attendees learned how CTW has delivered over 7.1 million kits and partnered with more than 1,000 nonprofit organisations worldwide[5]. Incorporating CSR activities into conferences not only helps communities but also provides delegates with a meaningful break between meetings. As Roger Lehner from IMEX noted, the kit build “enriched our attendees’ experience” and allowed them to give back to local communities in need in Frankfurt[6].
These examples show that sustainability is no longer a box to tick; it’s integral to event design. Whether packing hygiene kits for families in crisis, assembling school backpacks or donating food packs, purpose‑driven activities transform events into catalysts for social and environmental change. They also align with the expectations of employees and consumers who increasingly demand responsible business practices. Companies that prioritise sustainability in their events strengthen their brand reputation while delivering measurable community impact.
Return on Relationships (ROR) is the new ROI
In an era dominated by digital communication and artificial intelligence, event professionals are turning back to the human connections that make gatherings so powerful. According to Cvent’s 2025 trends report, Return on Relationships (ROR) is emerging as a critical measure for event ROI[7]. Instead of focusing solely on ticket sales or attendee numbers, ROR asks whether events are building lasting relationships and loyalty[8]. Research cited by CTW notes that 77 % of people trust brands more after face‑to‑face interactions[9]. That means events are not just marketing tools – they’re relationship accelerators.
CTW’s Return on Relationships philosophy resonated strongly during our conversations at IMEX America and FabCon. Planners told us they’re seeking experiences that spark genuine connection and loyalty. As digital fatigue lingers and remote work persists, professionals want opportunities to engage authentically with colleagues, partners and communities. CTW meets this demand by fusing team‑building activities with real‑world purpose, whether through remote or in‑person kit builds. Our events have engaged more than 301,000 volunteers, who have assembled 7 million hygiene kits for communities in need[10]. These shared experiences create bonds that continue long after the conference ends.
ROR also matters internally: companies with engaged employees see 23 % higher profitability and 21 % greater productivity[11]. When employees feel connected to a greater mission, they become loyal advocates for the company. Planners we met in Las Vegas and Frankfurt repeatedly told us that their biggest challenge is retaining talent and fostering belonging; ROR‑oriented events that align with company values help solve that problem.
Technology amplifies impact when paired with purpose
Another theme that surfaced at every stop is the thoughtful integration of technology. At FabCon Vienna, community leaders and technologists gathered to explore how innovations in data and analytics can support social impact[12]. CTW’s session, “Building Impact: How Events Become a Force for Good,” showcased how digital tools enable us to scale volunteer activities and measure results. For example, our remote hygiene kit builds allow distributed teams to participate from anywhere, connecting global employees around a shared cause[13].
Event technology also enhances engagement. At IMEX Frankfurt, CTW demonstrated interactive activations where attendees could assemble kits between meetings[14]. These micro‑volunteering moments offer a creative break while reinforcing conference messaging. Technology can extend that engagement beyond the show floor; digital dashboards and social platforms help participants track their collective impact, share photos, and stay connected with beneficiary organisations. Incorporating these tools was top of mind for many event planners we spoke with, who see technology not as a replacement for human connection but as a way to amplify and document it.
Team building with purpose is redefining corporate culture
Traditional team‑building activities are being replaced by experiences that deliver tangible social good. During the past year CTW has worked with Fortune 500 companies to align off‑sites with CSR goals. Our team building events enable teams to break down silos, build lasting connections and create real community change[15]. Research shows that 73 % of employees who work in collaborative environments are more engaged[16], and organisations with highly engaged employees enjoy 23 % higher profitability[11].
Companies want to do more – CSR is now a strategic imperative
Perhaps the most encouraging trend is the growing appetite among corporations to deepen their social impact. At every event we attended, executives expressed a desire to move beyond feel‑good moments toward sustained community engagement. IMEX Frankfurt highlighted how integrating volunteer opportunities into the show floor aligned perfectly with the event’s sustainability goals[19]. Attendees could contribute a few minutes to packing a kit, turning simple acts of volunteering into powerful tools for change[20]. This approach not only supports local communities but also demonstrates leadership in corporate responsibility.
Data reinforces why CSR‑aligned events deliver results. Organisations with a strong sense of purpose report 40 % higher levels of employee engagement, and companies prioritising innovation and purpose see significant business benefits[21]. During our travels we heard executives describe CSR not as a cost centre but as an investment in culture, retention and reputation. The back‑to‑school event in Amsterdam, where volunteers packed 2,100 school backpacks for Romanian children[22], is one example of how companies like Volvo and Save the Children use their scale for good[23]. These initiatives inspire employees and align brands with values‑driven consumers.
What this means for you
If you’re a CSR leader, event planner, or “dice individual” within a Fortune 500 company, the message is clear: purpose‑driven experiences are the future of corporate events. Sustainability, relationships, technology, team‑building and deeper impact are no longer separate considerations – they’re intertwined pillars of a successful event strategy.
- Prioritise sustainability by choosing venues and partners committed to measuring and improving their environmental and social impact[1]. Incorporate volunteer activations like hygiene kit builds or school supply packs to help delegates give back and feel part of something bigger[24].
- Measure return on relationships by designing experiences that foster authentic connections. Face‑to‑face interactions build trust and loyalty[9], so look beyond attendance numbers and track engagement, advocacy and community impact.
- Leverage technology to extend the reach of your CSR initiatives. Remote volunteering platforms and digital dashboards enable global teams to participate and showcase their collective impact[10]. Use technology to tell your impact story and keep participants connected.
- Choose team‑building with purpose. Activities like CTW Event’s hygiene kit builds, deliver measurable benefits to communities while strengthening team bonds[16]. The result is higher employee engagement, productivity and morale[11].
- Aim higher with CSR. Your stakeholders—employees, clients and society—expect more than token donations. Events that align with corporate values and address real needs create goodwill and positive publicity while making a tangible difference[25].
Ready to get started?
Our journey across IMEX America, IMEX Frankfurt and FabCon has reaffirmed what we at CTW Events have always believed: events have the power to change lives. When you integrate sustainability, relationships, technology and purpose, you create experiences that energise teams, delight stakeholders and leave communities better than you found them. We don’t just create events; we create connection[26].
To learn more about how CTW Events can help you design your next purpose‑driven experience, visit our recent posts on IMEX America 2025 in Las Vegas, FabCon Vienna, IMEX Frankfurt, our case study on the IMEX Frankfurt hygiene kit build, the Year of ROR and purpose‑driven corporate events.
Together we can make your next event a catalyst for change.
[1] [2] [3] [14] [19] [20] Case Study: IMEX Frankfurt 2025 Hygiene Kit Build – CTW Events
https://ctwevents.org/blog/case-study-imex-frankfurt-2025-hygiene-kit-build/
[4] [5] [12] CTW Events at FabCon Vienna 2025: Building Purpose-Driven Impact
https://ctwevents.org/blog/ctw-events-fabcon-vienna-2025-purpose/
[6] [17] [18] [24] CTW Events at IMEX America 2025 | Purpose-Driven Team Building in Las Vegas
https://ctwevents.org/blog/imex-america-2025-las-vegas/
[7] [8] [9] [10] [13] [22] [23] [26] 2025: The Year of Return on Relationships (ROR) – How CTW Events Is Leading the Way
https://ctwevents.org/blog/year-of-ror-2025-ctw-events/
[11] [15] [16] [21] [25] Beyond Team Building: How Social Impact Events Transform Company Culture
https://ctwevents.org/blog/purpose-driven-corporate-events-roi-team-building/