Women make up 77% of the global events workforce, yet hold only 16% of leadership roles. The imbalance is well known, but the women driving this industry forward are still too often overlooked.
The 70% is a weekly series dedicated to changing that. Each instalment profiles a woman whose work, insight, and ambition shape the events sector – from emerging talent to established leaders. Through their stories, we explore the pathways, challenges, and perspectives defining what leadership looks like today.
In this weeks edition, we meet Anna Peters, creative director at Evolve Events.
How many years have you been in the events industry?
Like many people, I didn’t start out planning to work in events but I’m so glad I ended up here. With a background in marketing, advertising and branding, I’ve always loved telling stories and connecting with audiences and eventually realised those skills could be transferred to events.
Joining Evolve Events took some careful consideration – switching industries is one thing, but when you’re married to the director and turning it into a family business, it’s worth thinking twice! Fifteen years later, I couldn’t be happier. I’m forever curious and love finding new ways to help our clients tell their story through an event.
How do you balance professional growth with personal commitments and do you think the industry is evolving in terms of work-life balance?
It’s something I’m constantly recalibrating. There are moments when everything comes at once and the pace can feel relentless. I was reminded of this first-hand at a wellbeing retreat with Be In Your Element; sometimes it takes stepping away completely to realise how much you needed to. Taking time out to switch off properly reinforced something we often overlook: recovery needs to be scheduled, not squeezed in around everything else. I now book a Sound Bath at the end of each week – a clear cut off time to put the laptop away for the weekend. Rest isn’t just for after burnout; it’s preventative.
That thinking has shaped how we work as a team at Evolve too. Our Grounded approach isn’t just something we offer clients, it’s how we actually operate. As champions of flight-free travel, we were among the first 100 companies to offer staff additional paid leave for flight-free holidays through Climate Perks, and we build wellbeing activities into our DDR programmes at Sands End as standard. Small shifts, but meaningful ones. I do think the industry is evolving. We’re talking more openly about burnout and boundaries, which is long overdue. Looking after people isn’t at odds with delivering great events, it’s what makes them possible.
How do you see the events industry evolving in terms of diversity, equity and inclusion?
There’s definitely progress, but we’re still part way through the journey. For me, it’s not just about who’s in the room, it’s about who is shaping the conversation. That influence shapes ideas, decisions and the experiences we create. You see it in everything from the suppliers we work with, to how accessible and inclusive our events are. It’s something we’re always working to improve. The more we reflect diverse perspectives, the more meaningful our work becomes.
At the same time, the word “sustainable” has become a bit diluted. It can mean anything from environmental impact, to community benefit, to accessibility and often it’s used without really defining it. In events, sustainability, ethics and DEI all intersect: it’s about thinking honestly about the impact and legacy of your event from the very start of the planning process, not as an afterthought. Working with destinations that genuinely champion these values, like Copenhagen, makes that so much easier to deliver.
It’s also important to acknowledge that diversity and inclusion initiatives are under pressure. We’ve all seen this play out in events, for example when corporate sponsorship for Pride has been cut, or organisers have had to redesign events due to tighter budgets. That’s why supply chains, partners and the environments we create matter – as a family run business we try to ensure they reflect our values and have a real impact on people.
None of this happens in isolation, which is why I’d point people towards those doing the most thoughtful work in this space including Gabby Austen Browne, founder of Diversity Alliance, who is a fantastic resource on inclusion, belonging and accessibility across the event lifecycle. Tinique Hay and the “Empowering Black Talent in Events” initiative by T-BEN are also doing amazing work building a supportive community platform.
What advice would you give to young women looking to enter and succeed in the events industry?
One of the biggest lessons I’ve learned, through mentoring with Fast Forward 15, is to say yes before you feel ready. That’s where real growth happens. So many people wait until they feel completely prepared, but in reality, this is an industry where you learn by doing. Some of the biggest steps forward in my own career came from opportunities that felt just outside my comfort zone.
Every time I speak on stage I feel nerves but each time they fade a little more. A little mantra I remind myself of when I’m stepping into new opportunities is “a ship in harbour is safe, but that is not what ships are built for”. The How To Own The Room podcast is full of great insights and tips on owning your space when public speaking – a recommended listen.
Being intentional about your visibility (both digitally and in person) matters more than most people realise when they’re starting out. Define what you want to be known for, show up consistently and share your perspective. Building a trusted voice in your niche opens doors you can’t always anticipate: new partnerships, unexpected opportunities and a clearer sense of your own passions.
It’s something I’ve learned first-hand. Being recognised as Industry Influencer of the Year was less about a strategy and more about consistently showing up and talking about the things I genuinely care about. Use your voice, you never know where it might lead. Our industry is a people business, so build relationships as you go, stay curious and don’t feel pressured to follow a set path. Some of the most interesting careers aren’t linear, they’re built through experience. And trust your perspective as that’s what will set you apart.
How do you handle setbacks and failures?
In events, you quickly accept that things won’t always go to plan. It’s how you respond that defines you. I’ve had plenty of moments where we’ve had to adapt on the fly and some of those experiences stick in your memory. During the pandemic, when we pivoted to virtual events, one of the drag act entertainers we were working with lost their earpiece in a flamboyant hair flick and couldn’t hear our instructions. We managed it, but I’ll be honest, I still twitch thinking about it.
Those moments stick with you. Now, I try to take a step back, understand what’s happened and focus on what we can learn. Over time, you realise that what feels like a hiccup in the moment often leads to better ways of working – and why as an agency we’re so much happier running live events, where you’re on the ground to manage any bumps smoothly.
What changes do you think are still needed to create more opportunities for women in leadership?
70% of the events workforce are women, yet only 16% hold leadership roles. There’s no shortage of talent, but clear and supported pathways into leadership are often lacking. Flexibility, especially around key life stages, is crucial but so is confidence and encouragement early on. I see this in mentoring: people hold back until they feel ready, when often they’re more capable than they realise. Confidence usually comes after opportunity, not before it. Creating space for people to step forward is just as important as creating the role itself. And there isn’t a single way to lead, different styles work. Mentoring programmes like Fast Forward 15 and Elevate offer both support and network-building, which is invaluable for developing confidence and connections. I’d recommend both to anyone serious about building their career in events.