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Exhibitions: How to attract and retain Millennials and Gen Z

As part of Sapio’s overarching campaign to understand the way millennials and Gen Z’s needs differ we’ve taken a look at the way they regard and use exhibitions - B2B in particular.

When insights are required to drive engaging content that delivers actual business outcomes, Sapio have been invaluable.

Tom Buttle
President & Managing Director
MWW London
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As part of Sapio’s overarching campaign to understand the way millennials and Gen Z’s needs differ we’ve taken a look at the way they regard and use exhibitions – B2B in particular.

There is consensus in the industry that attendance figures among millennials and Gen Z’s at B2B exhibitions is waning. 

  • Are they really?
  • How does the traditional trade show format fit with their business life? 
  • Are exhibitions out of date?
  • Is there a fundamental need to change the structure, content and activities associated with exhibitions?
  • Is it just the word “exhibition” that’s no longer relevant and younger people look to: events, festivals and conferences?

Our research shows that Exhibitions aren’t necessarily “outdated” but there are certainly barriers to attending and reasons for attending vary by age group within the broader millennials category

The desire for personal profile building, making business contacts, learning new things and entertainment is high.  We explore differences, explain challenges and offer solutions to help attract and retain ever demanding visitors.

Exhibitions: How to attract and retain Millennials and Gen Z

As part of Sapio’s overarching campaign to understand the way millennials and Gen Z’s needs differ we’ve taken a look at the way they regard and use exhibitions – B2B in particular.