Is a Chief Behavioral Officer (CBO) on your team yet?

Is a Chief Behavioral Officer (CBO) on your team yet? 

You might be wondering, what’s this all about? It’s true, this role isn’t common - yet. But you’ve probably noticed how terms like emotions, intangible KPIs, belonging, sensory wellness, and behavior change are popping up in event community discussions.

Why?

Many event professionals are recognizing two things:

First, experiences happen in people’s minds, first and foremost. Every detail and decision tied to your event plays out in their minds. Understanding human behavior and how our brains respond to experiences has become a must-have skill.

Second, we’re increasingly challenged to do more with less. Traditional approaches aren’t cutting it amid shifting societal and economic conditions, often leaving us with inadequate resources and tools that yield only short-term results.

The solution?

The answer is clear: looking at event challenges through a behavioral and psychological lens and basing your approach on how people actually work. Applying behavioral science and psychology to event planning - aka “event psychology” - is a strategic approach that brings long-term impact. Strategically, it’s a valuable addition to any event planner's or marketer's toolbox.

You might think that you’re already practicing it - I’m sure you’re very familiar with scarcity (“Your last chance to register!”) or work to reduce sensory overload for neurodivergent attendees (“white space” zones and sensory kits). But here’s what you have to think about:

• Do you follow what others do and risk falling into the trap of science myths (like “short attention spans”), or do you have a solid understanding of human psychology as applied to the event business that helps you make informed decisions?
• Do you apply science-based solutions systematically, or are they just one-off hacks that don’t have a lasting impact?
• Do you have time and resources to follow the latest research to fine-tune your strategies on a regular basis?

If you answered ‘no’ to any of these questions, you need a CBO.

So what about a CBO?

Having an event psychology expert on your team is quickly becoming the standard. They’re the ones who can suggest research-backed improvements for every aspect of event design and marketing, such as:

• Replacing words like "survey" or "feedback" with "advice" for higher response rates and better-quality feedback;
• Ensuring your event program is balanced to prevent mental fatigue and overwhelm;
• Exploring biases and factors beyond FOMO and scarcity that impact attendees’ decisions;
• Integrating sensory insights - like specific colors and scents - to make learning and networking more effective;
• Addressing deep psychological needs to strengthen connections among attendees;
• Adding layers of consideration that elevate your expertise and deliver powerful results for your team and clients.

You can become the Chief Behavioral Officer yourself or bring in an event psychology expert to support your team - the choice is yours. But don’t wait, or you risk falling far behind.