According to a Fast Company study, Generation Z makes up a quarter of the U.S. population and by 2020 was projected to account for 40% of all consumers. For businesses that market and sell directly to consumers, this presented both a challenge and an opportunity. It means your marketing, messaging, and trade show booth design should evolve to resonate with this generation.
Born after 1995, Gen Z is defined by technical savvy, reliance on social media, research-driven decision-making, and resistance to traditional brand marketing. They crave authentic engagement and want information that goes beyond what they can find on a company website or social feed. To connect with them effectively, consider the following strategies.
Incorporate Technology into Your Trade Show Booth
Gen Z expects interactive technology, not passive presentations. PowerPoint slides or looping videos won’t attract them. Instead, design booths with touch screens, augmented reality, or virtual reality experiences. You can also use gamification—such as product-related challenges—to keep them engaged longer and leave a lasting impression. By working with your exhibit house partner early, you can ensure technology is seamlessly integrated into your design.
Sell Them on Success
Gen Z already researches your products or services online. However, they want to know how those products will contribute to their personal or professional success. Trade show booth messaging should focus on outcomes: efficiency, empowerment, or lifestyle improvement. When crafting your message, balance this focus with language that appeals to other generations as well, so you avoid alienating a broader audience.
Deliver an Experiential Event
Because Gen Z grew up online, they are accustomed to constant interactivity and entertainment. At CES 2018, for example, Kodak’s Instant Print Category created an experiential booth that recreated the streets of Paris, complete with performers. This activation offered attendees a memorable and social-media-ready moment. Similarly, your business can design brand activations that invite attendees to live your brand rather than simply observe it.
Final Thought
With Gen Z shaping the future of consumer behavior, trade show booths must evolve. Incorporating technology, focusing on success-driven messaging, and delivering immersive experiences help you capture their attention. If your marketing strategy does not yet target Gen Z, now is the time to adapt. For support in creating a booth design that connects authentically, contact Absolute Exhibits.
Quick Checklist: Designing for Gen Z at Trade Shows
- Integrate interactive tech like VR, AR, and gamification.
- Highlight how products contribute to customer success.
- Deliver experiential, share-worthy booth activations.
- Keep messaging authentic and research-backed.
