Built for Now. Thriving in Political and Economic Uncertainty — And What It Means for EVCOM and Our Members
By Kai Duggal, Executive Director, EVCOM
July raced by, and August arrived with its own mix of contradictions. Holidays and heatwaves on one hand — interest rates (can we please stop talking about them!) uncertainty, global tariffs, and pre-election posturing on the other. So how’s August been? Quiet? Not quite. It’s been a month of confusion, contradiction, and cautious commissioning.
What’s going on — and why it matters:
- The Bank of England has just cut interest rates but the speculation has kept businesses in a holding pattern and no one knows what impact the new 4% rate will now have.
- US-EU-China trade tensions are spilling over into international tariffs, which could impact global supply chains, pricing, and project timelines — especially in production-heavy industries.
- Meanwhile, the FTSE 100 hit a record high in mid-July, rising above 9,000 for the first time ever…but the UK economy is flatlining…
Why the contradiction? Big listed firms — especially in energy, commodities, and global finance — are seeing overseas growth and export revenue drive their value.
So yes, some industries are thriving — but they’re not necessarily the ones commissioning creative work in the UK right now. So there we are. August 2026.
What does that mean for EVCOM members?
In one of my last posts, I wondered whether we were entering a new period of normality — or if uncertainty itself had become the norm.
I’m fast coming to the conclusion: uncertainty is the new norm.
And maybe that’s OK — because what we’re seeing across our sector is a growing confidence within the chaos. A shift in mindset. A new kind of resilience.
Clients are commissioning more cautiously. Budgets are tighter. Briefs are under heavier scrutiny.
But the work hasn’t stopped — it’s just evolved. Opportunities haven’t disappeared — they’ve just become more conditional.
And the agencies and creatives who are winning right now?
They’re the ones who can flex, adapt, and connect real value to real outcomes.
That’s what we’re building toward at EVCOM:
- Not false certainty — but creative confidence
- Not waiting it out — but moving forward, one smart, purposeful step at a time
We’re seeing a boom in live, hybrid, and experiential work — particularly across sectors like healthcare, education, tech, and consumer brands.
- The immersive entertainment market is projected to grow at 27% CAGR in the UK between now and 2030.
- 74% of Fortune 1000 marketers say they’ll increase budgets for interactive and live experiences next year.
- B2B event revenues are climbing again — and recruitment in the live sector is healthy.
People want connection. Brands want impact. And as ever — it’s the creative, agile, storytelling-rich companies that will lead.
What we are doing at EVCOM
Built for Now. Leading What’s Next. — matters so we are are continuing.
Insight & Thought Leadership
Over the next few months, we’re creating more focused content, offering practical tools and shared insights around:
- Tech disruption (especially AI in production)
- Sustainability and using it as a business differentiator
- Changing client expectations — and what’s influencing their spend
- Sales and business development in difficult markets
- Innovation in live and hybrid formats
- Talent gaps, training, and what future-ready teams look like
These are the real, immediate challenges members are facing. This is what the industry is discussing – and you are telling us.
Growth & Reach
The more we grow, the more we can do for you. That means we have a new membership drive designed to offer you more value, to broadening our membership — regionally and creatively and expanding partnerships and sponsorship to unlock new support for members – something to watch out for.
Next Gen
We’re finalising a brand-new Next Gen cohort — and this year, we’re have a different format that places next gen at the centre of EVCOM. This isn’t just about who’s next — it’s about who’s now and building what’s next with them – and to make sure those voices are fully reflected at the heart of our membership. We look forward to telling you more about this soon.
t’s hard to do everything when the world’s uncertain. But when things feel complex — that’s exactly the time to double down on the essentials:
Keep telling your story.
Keep building relationships.
Keep selling, marketing, reaching out.
Keep being you!
Momentum doesn’t have to be fast — just forward.
We’re not just surviving this moment — we’re helping shape what comes next.
Onwards – together.
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