Editorial Note: Originally published in the February 2025 issue of Trade Show Executive magazine.
Trade shows are at a critical turning point as technology transforms everything around us and workplace dynamics keep shifting. Much of this change is led by the Gen Z and Millennial buyers who are completely reimagining how business connections happen, how value is perceived, and what makes for the most productive business interactions.
Gen Z and Millennials have moved beyond the ‘up-and-coming professional’ stage to actively becoming our decision-makers, entrepreneurs and strategic leaders, and they approach business very differently from previous generations. They are deeply integrated with technology, demand authenticity, and have a greater sense of social responsibility as it relates to business practices.
As digital natives they seek immersive, interactive experiences that go far beyond simple business transactions. They want meaningful connections, instant access to information, and environments that align with their values of innovation, sustainability and inclusivity.
What does this mean for seasoned executives as we prepare to pass the torch to these next-gen leaders?
First, we need to see the business landscape through their eyes.
Technology is central to their experience. Interactive technology is no longer a novelty – it is expected. These new buyers want trade shows that work like dynamic, real-time digital ecosystems. This means using cutting-edge tech for immersive product demos, personalized networking suggestions, and seamless blending of physical and digital interactions.
Social responsibility is not just a marketing term. For Gen Z and Millennial buyers, it is a core criterion for engagement. They deeply care about understanding environmental impact, diversity and inclusion practices, and broader societal contributions. Our trade shows need to evolve into platforms that showcase not just products and services, but organizational values and commitments.
They take a deeper approach to networking and knowledge exchange. The next generation values collaborative, transparent knowledge sharing over traditional top-down information transfer. Our shows must feature dynamic learning environments where peer-to-peer interaction takes center stage, experts are easily accessible, and learning happens through meaningful conversations.
The reality is that adapting is not just an opportunity, but a strategic imperative. Those who fail to do so will find themselves increasingly out of the loop, unable to attract the talent, innovation and capital these emerging leaders represent.
How can today’s executives lay the foundation for tomorrow’s leaders?
Dive deep into generational research. We need to understand their preferences, communication styles and value systems. This goes beyond basic demographics – we are talking about deep ethnographic studies, ongoing dialogue and continuous learning platforms that track evolving expectations.
Create a solid digital transformation plan. If you haven’t already, create a strategic blueprint for tech integration (or update the one you’ve started). Consider establishing a dedicated team focused on emerging technologies and/or building partnerships with tech startups that allow for experimenting with immersive technologies to enhance your show experience.
Design events with a clear purpose. The trend is moving toward engagement models that blend physical and digital experiences. We are seeing great results with interactive learning activities, real-time feedback systems that allow immediate customization of event experiences, and inclusive spaces that work for diverse learning and networking styles.
Get serious about sustainability frameworks. Step up your sustainability game by establishing measurable, transparent ESG metrics. Consider creating programs that recognize exhibitors with strong sustainability credentials. Develop carbon-neutral event strategies, and be open about your social impact and environmental contributions.
Invest in people development. Attracting top talent requires a holistic approach that includes creating mentorship programs to bridge generational knowledge gaps, offering leadership training that emphasizes tech adaptability and social responsibility, and building diverse leadership teams.
These are exciting times for our industry! Now, more than ever, is the time to wholeheartedly engage the next generation of leaders.
Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES
