Young professionals are becoming a defining audience on the trade show floor—but many events are still built around assumptions rather than real behavior. Based on new research from the IAEE Center for Exhibition Industry Research (CEIR), explore how Gen Z and early‑career professionals move through the show floor, what drives them to engage and what prompts them to act after an event.

Unpack the motivations, behaviors and decision triggers shaping this audience and translate the research into practical strategies you can apply to create more engaging, discovery‑driven show floor experiences.

Learning outcomes:

Understand the primary motivations driving young professionals to attend trade shows and engage with exhibitors

Identify design and engagement strategies that make booths, show floor education and common areas more appealing to emerging professionals

Apply tactics that turn discovery‑based show floor interactions into meaningful post‑event follow‑up and business outcomes

This session is approved for the following certifications.

* ICCA Skills Domain CICS/CICE: 0.5

* CMP/CEU Approved: Domain A: Strategic Planning, 0.5 credits

* CSEP Approved