The traditional conference room handshake, followed by a polite exchange of business cards, is almost extinct. Small business owners are discovering that better connections happen when you step outside these formal formats and create experiences that bring out people’s genuine personalities.
Traditional business events continue to struggle with declining attendance and a lack of engagement. This shift has sparked a revolution in how professionals network, leading to innovative approaches that prioritise human connection over corporate formality.
The walking revolution
One of the most successful networking trends gaining momentum across the UK is ‘netwalking’ – combining business meetups with outdoor activities. Typically, small business owners might meet up to go on 30-40 minute walks starting from a local cafe, followed by complimentary hot drinks and contact sharing. This format removes the awkwardness of standing around making small talk and creates natural conversation opportunities whilst getting some fresh air. MOVE Netwalking and Elevate with Ellie take people into natural settings, and Small Business Britain has netwalks that welcome children and dogs.
Ne’Twerking
Jess Bruno’s Ne’Twerking events have completely reimagined professional gatherings. She calls them ‘business day raves,’ featuring live DJs, welcome drinks, headshot bars, good food, and even twerk instructors at venues like BOXPARK Shoreditch. The concept puts a little ‘Twerk’ in ‘network’ and specifically targets ‘small biz babes, creatives, and solo entrepreneurs’ who want genuine connections without boring, beige vibes. Anyone else loving Jess’ LinkedIn #OpenToTwerk badge?
Activity-based networking
Activity-based networking seems to be where it’s at, taking the pressure off those difficult first interactions and trying to break into conversation circles.
Events like Connect & Aim at Point Blank Shooting combine networking with simulation shooting ranges and free pizza, and Being Freelance often host community events at places like urban golf.
It’s all about community
The rise of community-focused networking reflects a shift towards longer-term relationship building rather than quick business card exchanges. Creative Quests hosts monthly, immersive digital programmes that help users explore their creative potential alongside a worldwide community, with themes such as Colour, Rewilding, Collage, Movement, Poetry, and Home.
Specialist communities are thriving because they address specific needs. I Like Networking is a career platform for women and non-binary people in the creative industries, hosting regular events on differing themes from business setup to career progression. Meanwhile, groups like The Other Box focus on increasing diversity in the creative industries, providing intersectional and inclusive safe spaces for individuals from underrepresented backgrounds.
Small99’s People, Planet, Pints gatherings, held globally in venues ranging from botanical gardens to Irish pubs, attract environmentally conscious entrepreneurs who want to discuss sustainability over drinks in beautiful settings.
Hybrid networking
Modern networking increasingly blends online and offline elements. Creative event networking ideas include setting up digital displays to show real-time updates, photos, or messages shared by attendees using event-specific hashtags. These social walls engage both virtual and in-person participants and act as effective icebreakers.
Gamification is making networking more engaging and memorable. Networking bingo requires attendees to take selfies with people who match different professional or personal characteristics, with shared photo albums accessible via QR codes. This approach transforms the often-dreaded networking element into something genuinely fun.
Industry-specific events
Different sectors are developing their own networking cultures that reflect their unique characteristics. Creative industry meetups include informal pub gatherings like #CopywritersUnite in London, Manchester, Leeds, and Bristol, whilst tech-focused events often incorporate coworking elements where attendees can work on projects collaboratively before networking.
Setting up your own event
If you’re considering hosting an alternative networking event, pay attention to these elements:
- People over polish: Personal connections, business friendships and in-real-life meetups will fuel business growth more than algorithm hacks. People want genuine interactions more than slick presentations.
- Value beyond networking: The most successful events offer learning, entertainment, or personal development alongside networking opportunities. Whether it’s wellness activities, creative workshops, or industry insights, additional value makes networking feel natural rather than forced, and it’s a good use of precious time.
- Accessibility and inclusion: Events that welcome different circumstances – from those bringing children to venues that accommodate disabilities – tend to build stronger, more diverse communities.
- Regular rhythm: One-off events rarely build lasting connections. The most effective networking occurs through regular gatherings that allow relationships to develop gradually. This can also open up opportunities for other people to host similar events in different areas, growing the community.
- Unconventional venues: The most memorable networking experiences are happening in unexpected places.
As the number of events and in-real-life meetups continues to rise, only those driven by community and genuine value will prevail. Success requires a focus on creating opportunities for meaningful connections, fostering greater interaction during events, and incorporating elements that are genuinely enjoyable.
Human interactions in an AI world
Perhaps most significantly, the trend towards creative networking reflects a response to increasing digitalisation. Building your human personal brand on platforms like LinkedIn will become more important than ever as AI lowers the barrier to entry and enables more people to post. As artificial intelligence handles more routine communications, face-to-face interactions become more valuable, not less.
Succeeding in this increasingly AI-driven world are those who recognise that, whilst technology can facilitate connections, meaningful business relationships still require human interaction. Whether that’s through a walk in the countryside, a pint in the pub, a workshop in a botanical garden, or a creative session in a community space, the focus has shifted from what you do to how you make people feel.
Business networking nowadays isn’t about abandoning professionalism – it’s about finding formats that allow professional relationships to develop more naturally and authentically. After all, the best business opportunities often come from people who genuinely like and trust each other, and that’s much easier to achieve when everyone’s relaxed, engaged, and enjoying themselves.
