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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.

As a novel start-up in a poorly-researched space, we needed to validate the problems Whirli is solving. Sapio Research were fantastic partners from start to finish – creative in brainstorming angles, careful in designing the questions, and rigorous in analysing the results. The research brought a wealth of insights, backed by hard figures, for our business decision making and for us to talk about publicly in the press.

Nigel Phan
Founder
Whirli
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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  • Are exhibitions out of date?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Our research shows that Exhibitions aren’t necessarily “outdated” but there are certainly barriers to attending and reasons for attending vary by age group within the broader millennials category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.