As Gen Z reshapes industries like trade shows and events, engaging this generation is key to long-term success. We reviewed recent findings from Freeman’s 2025 Gen Z Report and developed a more personalized approach that helps companies of all sizes–especially those with smaller teams–attract, retain, and connect with Gen Z employees and help engage and attract this generation of attendees to a booth that is designed with their preferences in mind. By focusing on workplace culture, growth opportunities, and face-to-face interaction, businesses can better engage this generation both behind the scenes and on the show floor.

1. Embrace In-Person Connections

   Despite their digital upbringing, Gen Z professionals highly value face-to-face interactions for career development. The Freeman report reveals that 89% of Gen Z employees believe that relationships formed at in-person events are essential for building professional confidence. This underscores the importance of creating opportunities for live engagement within the trade show environment. Whether they are corporate trade show staff, or event attendees, encouraging Gen Z employees to participate in organizing and attending these events can enhance their sense of belonging and professional growth.

2. Foster Skill Development and Mentorship

   Gen Z places a high priority on personal and professional growth. Offering mentorship programs and continuous learning opportunities can significantly boost their engagement. According to a 2023 Adobe Future Workforce Study, 83% of Gen Z professionals consider having a workplace mentor crucial for their career advancement. In the trade show industry, this can translate to providing hands-on experiences in event planning, management, and execution, coupled with guidance from seasoned professionals.

3. Leverage Technological Proficiency

   As digital natives, Gen Z employees expect workplaces to embrace cutting-edge technology, and companies that integrate innovations like AR, VR, AI-driven engagement tools, and interactive apps can attract and retain this talent by giving them hands-on opportunities to shape the future of trade shows. At the same time, leveraging these technologies helps draw Gen Z attendees to your booth, as they seek immersive, interactive experiences rather than passive brand messaging. Gamification, personalized digital engagement, and social media-friendly activation create a dynamic presence that not only captivates this audience but also builds lasting connections. By embracing technology in both workforce engagement and attendee experience, companies can stand out in an evolving trade show landscape.

4. Prioritize Transparency and Authenticity

   Gen Z workers value honesty and authenticity in their employers. Traditional corporate jargon is often met with skepticism. A Forbes article notes that Gen Z has witnessed significant global events leading to a preference for straightforward and genuine communication. In the context of trade shows, maintaining transparent communication about company goals, event objectives, and individual roles can build trust and loyalty among Gen Z employees responsible for trade show operations.

5. Support Work-Life Balance and Well-Being

   Work-life balance is a significant concern for Gen Z. Offering flexible work arrangements and promoting well-being initiatives can enhance job satisfaction. In the fast-paced trade show industry, acknowledging the potential for burnout and proactively addressing it through supportive policies can lead to a more engaged workforce.

By understanding and addressing the unique preferences of Gen Z, organizations in the trade show industry can create engaging environments that attract, retain and grow top talent and drive success in an industry that demands creativity, innovation and engaging technology.