New Report Reveals Trust, ROI, and AI as Defining Issues for the Global Awards Industry in 2025

A new industry study, The Business of Awards: 2025 Industry Insight, reveals that while the global awards sector remains a multi-billion-pound powerhouse, it faces mounting challenges around credibility, return on investment (ROI), and the disruptive role of artificial intelligence (AI).

The report — based on a cross-stakeholder survey of awards organisers, sponsors, entrants, and judges, alongside interviews with leaders from Epica, Arc Europe, the PPA, Arena International, and more — highlights that fewer than half of stakeholders believe judging processes are transparent. Nearly a fifth go further, describing them as opaque.

“Trust is the currency of awards. Without transparent judging and clear separation of sponsorship from results, the commercial model risks collapse,” said Mark Tungate, Editorial Director of the Epica Awards.

Other key findings include:

• Credibility under scrutiny – Less than half of stakeholders rate judging as transparent; scams and “pay-to-play” perceptions are widespread.
• ROI pressure – Sponsors cite brand visibility and networking as top objectives, but demand measurable outcomes “beyond the night.”
• Formats in flux – Almost two-thirds of stakeholders favour in-person awards, with hybrid models a strong secondary preference.
• AI disruption – Judges are already encountering formulaic, AI-generated entries, raising urgent questions about authenticity.
• Future growth – Year-round engagement, lifecycle analytics, and international expansion are identified as key opportunities.

“The awards industry is resilient, but long-term success will depend on credibility and proof of value,” said Ben Flight, Arena International. “Sponsors increasingly demand evidence that their investment delivers impact.”

The 50-page report combines survey data with expert commentary from:

• Mark Tungate (Epica Awards)
• Sophie Eke (Arc Europe)
• Sarah Austin (British Business Excellence Awards)
• Melissa Irving (emap)
• Hannah Bray (PPA)
• Helen Wilson (Haymarket Media Group)
• Paul Schnell (Evessio)
• Simon Burton (Power 100)
• Donna O’Toole (August Recognition)

Adam Parry, Co-Founder of Event Industry News and lead editor of the report, said:

“Awards remain a vital part of the events economy — but credibility, innovation, and ROI are now non-negotiable. Our research provides organisers, sponsors, and entrants with a roadmap to navigate the next decade of recognition.”

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Availability

The Business of Awards: 2025 Industry Insight is available to download now at: