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The impact of MICE within the Experience-, Transformation- & Purpose Economy

More than networking: How MICE drives experience, change and meaning

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The MICE industry (Meetings, Incentives, Conferences & Exhibitions) is undergoing a profound shift. What was once focused on logistics, lead generation and content delivery is now evolving into something far more impactful.

Today, MICE events play a central role in three powerful, future-shaping economic mindsets:

  1. The Experience Economy

  2. The Transformation Economy

  3. The Purpose Economy

Each of these economies demands a different approach to how we design, host and evaluate events, and each adds a new layer of value.

1. The Experience Economy: From information to immersion

As introduced by Pine & Gilmore (1999), the Experience Economy focuses on staging experiences that engage people emotionally and sensorially, turning the act of attending into something truly memorable.

In MICE this means:

  • Immersive, well-designed environments

  • Events with curated storytelling, lighting, scent and sound

  • Emotional connections between brand and participant

Example: A conference staged in a repurposed theatre where light, scent and set design enhance the message, leaving delegates inspired and engaged.

In this economy, the event becomes a carefully orchestrated experience, crafted to create memories that last.

2. The Transformation Economy: From engagement to personal change

In their follow-up work, Pine & Gilmore (2011) describe the Transformation Economy as a space where value is created by changing the attendee, not just entertaining them.

In MICE this means:

  • Conferences that include leadership coaching or guided reflection

  • Learning formats focused on behavioural or mindset change

  • Events that offer tools for long-term personal and professional development

Example: An incentive programme that not only rewards performance but integrates personal development workshops and wellness coaching, so participants leave renewed—both professionally and personally.

Here, the event becomes a transformational space, not just a learning environment.

3. The Purpose Economy: From growth to meaningful impact

Aaron Hurst (2014) introduced the Purpose Economy as an economy driven by values, impact, connection and contribution. Success is measured not only in profit, but in positive societal change.

In MICE this means:

  • Carbon-conscious planning and ethical procurement

  • Partnering with local communities and supporting social initiatives

  • Designing for diversity, equity, accessibility and inclusion

Example: An international congress that measures its social legacy, offsets its footprint, works with local suppliers, and reinvests part of its revenue in a community-led initiative.

In this model, the event becomes a vehicle for social responsibility and purpose-driven collaboration.

Why this matters

We now operate in a world where stakeholders (whether delegates, employees or business partners) expect more than just content and networking.

They’re looking for:

  • Memorable experiences (experience)

  • Personal growth (transformation)

  • A sense of contribution and alignment with values (purpose)

In my books From Experience to Purpose and The Real MICEbook, I explore how MICE professionals can evolve their approach and design events that respond to these layered economies, delivering not just moments, but movements. www.eventarchitect.com/from-experience-to-purpose/  www.therealmicebook.com

Which event has inspired, transformed or moved you? And why? Share your story below!