In 2024, Gen Z will outnumber baby boomers in the workforce for the first time, and older Gen Zers are entering the C-suite. Encouraging their attendance at trade shows may well be the pathway to continued trade show success.
According to a recent study by ASM Global:
42% of attendees at conventions, meetings and conferences were under the age of 40, with 18% of those being under the age of 25. This represents a six-percentage point increase from the year before. Moreover, 60% of those under 40 said they will attend two or more conventions in 2024, and the majority said they will regularly attend two to four conventions a year in the future.
However, the Gen Z philosophy and approach toward trade shows, conferences, and work in general is vastly different from that of attendees from other generations – and it makes sense for trade show planners to keep that shifting philosophy in mind as they work to attract larger numbers of this generation that are also becoming a decision-making force in the workplace.
For younger generations (and I would argue older ones as well), the attendee experience at a trade show has a measurable impact on ROI, engagement, and future attendance. If we look at how transformational NPE 2024 was, it’s easy to see that the effort put into making these trade shows and conferences more engaging pays off. But what does it take to deliver a great experience that will attract Gen Z?
The Experience Matters to Gen Z
Regarding technology, these digital natives are as savvy as they come. So, just paying lip service to things like tech integration, immersive experiences, and tech-driven experiences will not do. Cultivating interest starts well before the conference or trade show. Interactive elements and displays, integrated technology and maps that work on mobile devices, and plenty of areas for respite are essential. But the most critical element is fun. Because life, work, and trade show experiences are all part and parcel for this generation, creating comfort and enjoyment makes sense.
Dan Hoffend, ASM Global’s executive vice president of convention centers, explains:
The younger groups have forgotten about work life balance and moved towards a philosophy that it’s all just ‘Life.’ This is going to require connectivity and experiential all at the same time. Our venues need to keep this in mind while advancing our part of the experience.
Immersive Experiences
Being able to fully experience a product can increase conversions and engagement and draw a crowd to your booth. It is almost an expectation with the younger attendees. A great example of immersive experiences happen at CES in Vegas. This video demonstrates how compelling the immersive experience can be:
Great Food
Offering great food with dietary accommodations in mind (vegan, gluten free, allergies, etc) can be an integral part of a great experience for Gen Z. Members of Gen Z are adventurous foodies who integrate eating into their lifestyle. They are also often looking for healthy and sustainable options.
ASM Savor, who partners with conference centers around the country, reported in Meetings.net that 44% of attendees want “more variety, including health-conscious, locally sourced, gluten-free, dairy-free, vegan, or vegetarian options.”
In the Meetings.net interview, Shaun Beard, SAVOR executive vice president explains, “The data supports the changing expectations of the next-generation attendees. We're developing and offering exciting spices and diverse flavors and ingredients like hot honey and tajin, featuring items such as hot chicken and vegetarian options like cauliflower wings.”
Networking Opportunities
Networking is important to this generation, most of whom came of age during the pandemic and have either been isolated during college or forced to work remotely during their early career days. Providing networking opportunities can help them connect with mentors and experienced professionals in their industries. Event Espresso points out:
Gen Z loves being part of a community and supporting causes that matter to them. When organizing your event, aim to create a close-knit community feel that goes beyond just the event day. It’s about fostering a sense of togetherness that lasts. Gen Z values inclusivity and collaboration, so promote connections before, during, and after the event. Go beyond a one-time gathering – strive to build a lasting community where everyone feels connected and part of something truly meaningful.
Incorporating charitable causes into your event as part of the networking experience can be extremely meaningful.
The Small Business Expo offers a variety of networking opportunities, including a business card exchange, speed networking (a la speed dating), industry meetups, and even training from an expert on how to network more effectively.
Fun
The majority of Gen Z uses social media voraciously and enjoys sharing virtually every aspect of their lives, using photo and video, on platforms like Instagram, TikTok, and Snapchat. By creating interactive, fun, and engaging opportunities for Gen Z to share their experiences, you can deliver on that expectation. GES suggests:
[Have] a fun photobooth or selfie station at your exhibit booth where attendees can take snaps to upload to social media bearing your event branding. Design a bespoke Snapchat geofilter for even more branded photo opportunities. Install a social media wall to display posts made with your event hashtag and use an audience engagement tool that lets people comment on and share presentation slides.
NPE 2024 set the standard for making trade shows more fun. From a first-ever opening party to a beer garden, they took fun to a new level. They also had a first-time attendee lounge and offered free headshots for anyone who needed an updated image.
As businesses evaluate their trade show strategies, attracting Gen Z, adapting to emerging technologies, and creating memorable experiences at every event will not only help them stay ahead of the curve but also redefine the way they connect with their audiences.
ExpoVention can help. Get in touch.
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