Why Human Connection Will Always Be the True Measure of an Event

Most people walk into an event with the same quiet hope: I’d love to meet someone new. I’d love to feel part of something bigger.

And yet, despite the hard work event managers put into planning, connection remains one of the most difficult outcomes to achieve. People arrive with the best of intentions, but the moment they walk through the door, human nature takes over. They gravitate towards colleagues they already know, they cling to their phone as a shield, or they get lost in the busyness of the schedule.

From the outside, the event may look successful...attendance was strong, the speakers were engaging, the catering was spot on.

But as one organiser recently put it to me:

“The event went well… but we’re not sure what impact it really had.”

That’s the gap SixSides exists to close.

Why Connection Matters More Than Ever

The world is being reshaped by AI. From drafting emails to analysing data, automation is everywhere. But there’s one thing AI cannot—and will never—replace: the value of real human connection.

This is why events matter so deeply. They are one of the few moments where people step out from behind their screens and engage face-to-face. And when done well, the connections formed in those moments ripple far beyond the event itself, building stronger communities, strengthening purpose-driven missions, and delivering lasting impact.

For associations in particular, this isn’t a “nice to have.” It’s the lifeblood of their mission. A community that connects is a community that grows, raises awareness, and attracts new members and sponsors.

Making Connection Intentional

The irony is that while connection is the most critical outcome of an event, it’s also the most fragile. You can’t force people to connect, and you can’t simply hope it happens.

That’s why at SixSides, our vision is to help associations and event organisers create events that spark meaningful connections, strengthen communities, and deliver lasting impact.

We do this by equipping organisers with tools, insights, and processes to connect every side of their event community before, during, and after each event.

And one of the most popular examples is our “Tag You’re IT” game.

How “Tag You’re IT” Works

“Tag You’re IT” is a simple but powerful way to make connection fun, measurable, and lasting.

Here’s how it works: attendees earn points every time they take a selfie with someone new. Event organisers can shape the experience by weighting the points—more for visiting a sponsor booth, more for taking a photo with a speaker, more for connecting with someone from another region or role.

As the game unfolds, attendees step out of their comfort zones. They introduce themselves, laugh as they take selfies together, and begin to form real relationships. Everyone collects points, and prizes can be awarded at the end, creating a sense of energy and anticipation.

But the real value extends even further. All of those selfies and photos become user-generated content that organisers can use to showcase the energy of their event, highlight sponsors, and promote future participation.

It’s what we like to call a win/win/win:

• Attendees feel engaged and connected.
• Sponsors and speakers get visibility and measurable interaction.
• Organisers gain authentic marketing assets to tell their story long after the event ends.

Anchored in Our Values

Everything we build at SixSides is grounded in values that matter:

• Maximise Engagement – break down barriers so everyone, not just the extroverts, feels part of the experience.
• Deliver Proven ROI – capture and measure the outcomes that matter, from the number of introductions made to the sponsorship value created.
• Grow Community Beyond the Event – ensure connections don’t stop when people leave the room.
• Streamline Workflows – one platform to manage people, content, and engagement data without adding to the admin burden.
• Tell Your Story – capture and share moments of connection that raise awareness and inspire future participation.

The Opportunity Ahead

For associations and event teams, the opportunity is clear: every connection forged strengthens the community. In a time where technology is advancing faster than ever, human connection is becoming rarer and therefore more valuable.

With tools like “Tag You’re IT,” connection doesn’t have to be left to chance. It can be encouraged, measured, and celebrated in a way that delivers value to every side of the event community.

Because long after the catering is cleared and the slides are forgotten, what people will remember is who they met, the conversations they had, and the sense of belonging they felt.

And that is something no AI will ever replicate.