The Millennial Shift: How Trade Shows Are Evolving to Engage the Next Generation of Professionals

Trade shows are evolving rapidly to meet new expectations. If you've been to a major trade show lately, you've probably noticed things are shifting. Recent surveys back up what many of us are already seeing firsthand—attendees, especially younger professionals, are wanting deeper, more tech-driven and targeted business connections.

The preferences for networking among this demographic are much different from those of previous generations. Millennials and Gen Z seek meaningful, thoughtful connections and personalized experiences rather than merely collecting business cards in crowded halls. The next generation values authenticity and engagement over sheer numbers, resulting in heightened audience expectations for interactive sessions and personalized content.

Organizers and exhibitors must take note of these changing attitudes and adapt accordingly. By fostering environments that prioritize genuine interaction—such as smaller breakout sessions or innovative networking formats—trade shows can reignite attendees' interest. More importantly, this digital-savvy generation is perplexed by the limited integration of innovative technology into the exhibit experience.

On the other end of the spectrum are disruptive, irrelevant activations that bring no value to the attendee journey or the brand presence. It's time to rethink the formula; if we fail to address these concerns, we risk alienating a significant portion of our audience and jeopardizing the future success of these vital industry gatherings.

What the Data Says: Trade Shows Are Evolving, But Not Close to Extinction
Research suggests trade shows are not going extinct but are undergoing significant transformation rather than universal decline. While some sectors and regions face challenges, others are growing, driven by technological advancements and a renewed focus on in-person networking.

• Global Market Recovery: The CEIR Total Index’s climb to 95.6 in Q4 2024 indicates the U.S. B2B exhibition industry is nearing full recovery, driven by strong exhibitor participation and revenue growth (Warrick, 2025). CEIR forecasts continued growth in 2025, supported by a strong U.S. economy (2.8% GDP growth in Q3 2024) and consumer spending, though risks like tariffs and inflation could affect international attendance (Plummer Savas, 2025).
• U.S. Exhibitor Participation: A survey conducted in March 2024 by Plural Strategy, reported by MarketingProfs, found that 41% of U.S. B2B marketers expect their marketing budgets to increase in 2025, with 25% expecting budgets to stay the same and 32% anticipating a decrease (Nanji, 2025).
• Attendee Preferences: A report by Freeman states that 80% of respondents identified in-person events as a top source for discovering new products and services, followed by company websites (62%), professional and trade organizations (53%), and journals and trade publications (51%). Additionally, 80% of attendees said in-person events are the most trusted channel for information, and 87% cited discovering new products, solutions, and partners as a top factor influencing attendance (Bredeson, 2024).
• Sustainability Impact: In the 34th UFI Global Exhibition Barometer (January 2025), 13% of respondents identified “Sustainability/climate & other stakeholders’ issues” as one of the most pressing business issues for the exhibition industry, a significant increase from 9% in July 2023 and 4% in 2016 (Tormohlen, 2025).

• Budget Constraints: The survey, conducted by The Exhibitor Advocate, found that 82% of respondents (exhibitors) planned to exhibit at fewer in-person shows, citing exhibit-related costs as a primary reason. Additionally, 75% (three in four) of exhibitors reported pressure to cut exhibiting costs, and 94% expected some level of change to their exhibit programs within three years (The Exhibitor Advocate, 2024).
• Going Digital: More and more exhibitors are embracing digital tools in their booths. Attendees demand immersive, educational experiences, with 35% citing "lack of value" as a reason for skipping events in 2024.
• The Green Factor: Companies are feeling the pressure from employees and customers who care about their carbon footprint. Many brands, like Okuma America, are finding that sustainable exhibits have financial benefits as well.

10 Winning Strategies for the Modern Era
1. Deliver Clear Value and ROI: Offer targeted networking opportunities, relevant content, and measurable metrics that justify attendance and participation investment.

2. Embrace Digital Integration: Integrate virtual components like live-streamed sessions, on-demand recordings, online networking tools, touchscreen kiosks, and digital activations to enhance the experience.

3. Create Interactive Experiences: Move beyond static displays with AR demos, touchscreens, VR experiences, and hands-on product interactions that give attendees something memorable to discuss.

4. Set Clear, Measurable Goals: Define specific objectives before the event—whether lead generation, brand awareness, or partnership building—and establish metrics to track success.

5. Optimize Engagement and Flow: Design strategic booth layouts, curate high-quality content, and create intentional attendee journeys that maximize meaningful interactions.

6. Prioritize Sustainability: Use eco-friendly booth materials, sustainable design practices, and promote green initiatives—especially important for engaging millennial and Gen Z professionals.

7. Leverage Strategic Marketing: Boost attendance and engagement through targeted social media campaigns, email marketing, and strategic industry partnerships.

8. Network Beyond the Booth: Actively participate in networking events, happy hours, and use event apps to connect with attendees. Many of the best opportunities happen outside formal booth interactions.

9. Master the Follow-Up: Strike while connections are fresh by sending follow-up communications within 48 hours, sharing valuable resources, and maintaining momentum from initial conversations.

10. Show Your Brand's Values: Demonstrate corporate values through booth design, messaging, and interactions—authenticity resonates strongly with modern professionals who want to work with aligned organizations.

The Future of Networking – Adapt or Become Extinct!
Research suggests that trade shows are not going extinct, but instead evolving, with some sectors experiencing growth while others face challenges. Globally, they are rebounding with hybrid formats and technological integration. Organizers and brands must embrace hybrid events, sustainability initiatives, and enhanced engagement to remain relevant amid lower attendance levels and fewer exhibitors.

Related Questions
1. How are digital tools changing trade shows?
Everything's going digital now. QR codes for instant downloads, badge scanning instead of business cards, and AR demos that let you see products in action without hauling massive equipment to the show floor. It's making everything faster and way more interactive.

2. What role does sustainability play in trade shows?
It's huge and getting bigger every year. About 60% of companies are choosing reusable modular booths and scaling back on those massive booth builds that used to be the norm. Your attendees notice and, frankly, so does your bottom line.

3. How can brands maximize ROI at trade shows?
Don't just show up and hope for the best. Know exactly what you want to accomplish before you design your booth. Make it something people want to interact with, not just a pretty backdrop. And here's the kicker: the real work starts after the show ends. Those business cards sitting on your desk? They're worthless unless you follow up.

Contact us today for a free consultation!

About the Author
Niru Desai
Vice President of Strategy, Skyline Exhibits

Niru brings over 20 years of experience leading strategy teams at top experiential agencies. Renowned for her ability to simplify complex challenges into actionable strategies, she has advised on major global events like Mobile World Congress (MWC) and the London Olympics.

As an avid storyteller, Niru excels in crafting compelling narratives that drive impactful brand experiences. A sought-after speaker, author, and blogger, she shares insights on topics ranging from sustainability and brand experience to data-driven outcomes. Her expertise has earned her appearances on national television, solidifying her reputation as a thought leader in the trade show and events industry.

Works Cited
Bredeson, Adrian. “Freeman Trends Report Shows Attendee Motivations and Expectations for 2024.” Trade Show Executive, 17 Jan. 2024, tradeshowexecutive.com/freeman-trends-report-2024/.
Nanji, Ayaz. “The Top Areas B2B Marketers Expect to Increase Spend On.” Marketingprofs.com, 2025, www.marketingprofs.com/charts/2024/51298/b2b-marketing-spend-budget-plans.
Plummer Savas, Lisa. “CEIR Q3 2024 Index Reflects Continued Recovery, Growth of U.S. B2B Exhibitions.” Tsnn.com, 2024, www.tsnn.com/trade-shows-conferences/ceir-q3-2024-index-reflects-continued-recovery-growth-of-u-s-b2b-exhibitions.
“The Exhibitor Advocate.” The Exhibitor Advocate, 5 Aug. 2025, exhibitoradvocacy.com/.
Tormohlen, Danica. “TSNN Analysis: 8 Top Trends for U.S. Exhibition Industry Culled from New UFI Data.” Tsnn.com, 2025, www.tsnn.com/trade-shows-conferences/tsnn-analysis-8-top-trends-for-u-s-exhibition-industry-culled-from-new-ufi-data. Warrick, Andrew. “U.S. Trade Show Industry Gains Momentum in Q4 2024 amid Economic Uncertainty.” Trade Show Executive, 27 Mar. 2025, tradeshowexecutive.com/u-s-trade-show-industry-gains-momentum-in-q4-2024-amid-economic-uncertainty/.