Millennials are the largest generation in the work force right now. According to “How Millennials Could Upend Wall Street and Corporate America” they will comprise more than one of three adult Americans by 2020 and 75 percent of the workforce by 2025. Millennials truly live in the digital world. 80 percent of millennials sleep with their phones. After waking up they connect digitally within 5 minutes and then check their phones at least every 6 minutes throughout the day.
However, this digital world generates problems in the real world. There is less face-to-face communication which among other issues creates miscommunication. They don’t know how to begin and end conversations, they are afraid to be alone, and they also don’t want to confront friction head on in the real world.
For the trade show industry this is frightening. What does it mean for the future of face-to-face marketing? Luckily for the trade show industry, millennials also value experiences more than material objects. Trade shows must become an experience with learning, entertainment, marketing, aesthetics, networking, and sales in the center of it. These all must layer together to create an experience that millennials can connect with on a personal level.