October 2025. The findings are clear. After a boost in 2024 thanks to the Olympic Games, French events saw a decline of 10% to 20% in the first half of 2025, according to Lévénement, the association that brings together specialized agencies. What is the outlook for 2026 ? Xerfi forecasts a modest improvement of less than 5%,
Events, always the first victim of budget cuts
As soon as companies face economic difficulties, an almost automatic reflex kicks in : cutting the events budget. As L’Orient-Le Jour points out, “in times of economic crisis, companies struggling to meet their running costs often instinctively cut their communications budget first. ” Events are seen as a surplus, a luxury that can be done without.
This view is dangerously simplistic. According to the Coach Omnium-1001Salles study, event budgets were significantly reduced in 2024, a trend that is continuing in 2025. Agencies themselves are cautious, even pessimistic, about 2026. “Due to the geopolitical context, we do not see any improvement in the short term,” warns Stéphane Guerry, president of Havas Events, in Stratégies.
However, it is precisely in difficult times that events reveal their full strategic power.
Why events will be vital in 2026
When a company experiences economic turbulence, its teams immediately feel the effects. Uncertainty sets in, motivation erodes, and the sense of belonging disintegrates. An OpinionWay study reveals that a quarter of employees admit to a decline in motivation during times of crisis, while stress increases by 10% during periods of uncertainty.
This is where events become an irreplaceable strategic lever. According to an Ipsos study, 69% of respondents say that collaboration has a positive impact on team productivity. Even more striking : 62% of employees say that internal events boost their motivation at work.
Events are not an accessory. They are a management tool that allows you to :
Unite teams in adversity. When results are down and the future seems uncertain, bringing employees together around a collective experience restores meaning, creates bonds, and reminds everyone that we are moving forward together.
Maintain a sense of belonging. In times of uncertainty, employees need to feel that they are part of a shared project. Events reinforce this sense of belonging to a single entity that values and recognizes them.
Combating isolation and disengagement. According to recent studies, 39% of remote workers feel lonely. In 2026, with the consolidation of hybrid working models, events will become an essential link between teams that are sometimes scattered across different locations.
Generate concrete results. Retaining your best employees can increase a company’s profits by up to 85%, according to the human relations school of thought. Customers also say they are more likely to be interested in a brand if they feel that its employees are committed to it. Abandoning events in 2026 is like turning off the heating in the middle of winter to save energy : you save money in the short term, but you make the situation worse in the medium term.
2026: when constraints become the driving force behind innovation
History teaches us that the greatest creative revolutions often arise from apparent limitations. According to Stratégie Marketing, French companies traditionally devote between 5% and 10% of their revenue to communication and marketing. In 2026, this budget will have to be used more intelligently than ever before.
Creative restraint does not mean sacrificing impact. On the contrary, it requires a return to the essential : the idea. A powerful idea that resonates, that leaves a lasting impression, that generates organic word-of-mouth is infinitely more valuable than a colossal deployment of soulless resources.
Take, for example, Generali’s “Urban Doggy Fit” campaign, which won the Grand Prix du Brand Content 2025 award. The insurer transformed a simple JCDecaux bus shelter in Boulogne-Billancourt into a gym for dogs, with fun exercises (“Doggy Squat,” “Doggy Slalom”) accessible via QR code. The result : impressive organic virality and a Gold award, all for the cost of fitting out a bus shelter. The impact is not measured in millions spent, but in millions reached.
New drivers for 2026
In this context of dwindling resources, three pillars are emerging for companies that refuse to sacrifice their corporate events :
1. Impact rather than excess
According to CB News, digital is expected to account for 70% of communications investments by 2026. However, no webinar will ever replace the power of a seminar that brings your teams together, a convention that unites your sales force, or a strategic off-site that sparks the best ideas. The real battle lies in the ability to create authentic corporate experiences that generate genuine engagement among your employees.
2. Strategy before execution
Every dollar must be carefully considered, every event measured. A successful seminar in 2026 will no longer be one that impresses with its luxury, but one that achieves its objectives : uniting teams, conveying strategic messages, and strengthening cohesion. Creative restraint means defining specific objectives for each event and allocating resources where they will have the greatest impact on your employees.
3. The multiplier effect of boldness
In a context where many companies are canceling their events, organizing a seminar, convention, or gala evening becomes a powerful statement in itself. It sends a strong message to your employees: you believe in them, you are investing in the team. A creative idea for your next strategic off-site or workshop costs no more than a traditional format, but leaves a lasting impression.
Key points to remember for 2026
The companies that will succeed in 2026 will not be those that cancel their seminars and conventions to save a few thousand euros. They will be those that rethink their corporate events intelligently : more targeted formats, bolder concepts, clearer objectives.
Whether it’s for your next corporate seminar, annual convention, strategic off-site, team workshop, or gala evening, every event is an opportunity to create value for your employees and strengthen your corporate culture.
Our manifesto for 2026
We don’t just create events. Together with you, we elevate experiences. And in 2026, this mission takes on even greater meaning. We believe that creative restraint is not a step backward, but a necessary evolution. It forces us to be more ingenious, more strategic, more impactful. It reminds us that excellence is born of constraint, that innovation emerges from necessity.
The uncertain economic climate is no excuse to give up. On the contrary, now is the time to reaffirm your uniqueness and make a lasting impression with experiences that really matter. Don’t make the mistake of cutting back on events when your teams need them most.
Doing better with less is not just a slogan. It is a creative requirement, a promise of excellence, a commitment to real impact.
In 2026, let’s defend what really matters : your teams.
_ Audace Parisienne
