Pinterest events are out, and one-of-a-kind events are in.
Hi y’all,
The theme I heard across every session at NACE is authenticity. It’s literally reshaping how folks choose event companies and how successful businesses are positioning themselves.
The wedding trends panel I attended at NACE made this crystal clear — couples are ditching the Instagram-perfect aesthetic for something that actually reflects their personality. Unique color palettes are back (thank goodness!), along with home celebrations that prioritize intimacy over impression. Newer trends are here, too, like filming wedding footage like a reality TV show, and all of these changes are breathing new life into events. Clients are coming to the table with a unique POV and I’m here for it!
Even the keynote speaker (a food truck business owner) shared how critical authenticity is in building their business. It comes through in everything they do, from the flavors they choose for their empanadas to leaning into mobile catering versus going upscale. Everything they do is intentional and helps build their brand. Clients weren’t just hiring them for the food — they were hiring them for the authentic, relaxed vibe that only comes from vendors who genuinely embrace who they are.
This connects to something bigger happening with clients. They’re not just asking for authentic experiences; they’re demanding vendors be authentic too. This is even carrying over into the sales process: buyers want to be hand held through each step of their buying journey with you. They’re engaging with you “informed” by AI, but not necessarily grasping what they want. So this is your opportunity to show your expertise and educate them about the choices they can make. Don’t be threatened by this new buyer, embrace it as an opportunity to build connection and trust!
The home party trend is exploding for the same reason: folks want things to feel deeply personal in an age of AI. People are opting for their own backyard over a hotel ballroom because it feels more like “them.” Budget constraints are certainly a driving factor. But this shift is also about creating celebrations that reflect their actual values and relationships.
For your business, this means the event companies winning right now aren’t the ones trying to be everything to everyone. They’re the ones who know exactly what makes them different and aren’t afraid to show it. Whether that’s your team’s quirky humor, your specialty in vintage rentals, or yes, your humble origins. That also means not being afraid to walk away from clients who don’t align with your brand.
The folks booking the most memorable events aren’t playing it safe with neutral colors and generic setups. They’re working with vendors brave enough to have a point of view. Because in 2025, authenticity beats “aspirational” every single time.
Remember, your business wins when you stand out.
See you next Monday,
Mallory Mullen
Goodshuffle
