During the pandemic, it became clear that personal values — shaped by education and income levels, age, geography, cultural considerations, the media, political preferences, and religion, to name a few — were having far greater influence on our audiences’ likelihood to return to events than anything we were doing or saying as a collective industry. PCMA Convene featured mdg’s advice on how organizations should define their brands, operationalize best practices and tell their stories in relation to their audience’s values.