The role of generational differences in a person’s propensity to join an association is a topic on which we’ve written frequently in the past few years. Now, the Center for Exhibition Industry Research (CEIR) has produced a large-scale generational study focused on the exhibitions and events industry. Associations that organize trade shows or conferences will find many of the findings of the CEIR study of interest.

The importance of getting off to a good start with Millennials (ages 18 to 27). The CEIR study found that exhibitions and events can win or lose this enormous generation with their all-important first impressions. The core values and attitudes of Millennials were found to be a dedication to excellence along with a passion about the contributions they make to society through their careers. According to CEIR, exhibitions and events represent a very good opportunity to nourish and satisfy those passions. However, it is important for event organizers to view Millennials not as once-a-year visitors to a single event, but instead as valued customers and as members of a professional club—a community—that gets together on an ongoing basis to learn together, advance their careers together, and secure their futures together.

Understanding the members of Generation X (ages 28 to 39). Generation X was America’s first generation of latchkey kids who often came home after school to an empty house since both of their parents were working. Now in adulthood, they are oftentimes called the “Family-First Generation.” According to the CEIR study, Gen Xers do not want to become workaholics whose work hours intrude into their personal lives, especially their time with their children. In many ways, Generation X is an “island generation,” very unique in its core values from all other generations and almost certainly the toughest sell for exhibitions and events. Exhibition organizers therefore need to give customized, generation-specific attention to Generation X.

Do not overlook Boomers (ages 45 to 63). Boomers are the career-driven generation and define themselves by their work, by their “contribution.” According to the CEIR study, they possess virtually all of the core values essential for a positive predisposition toward exhibitions and events. America is a Boomer-led nation. For the next decade, America’s executive suites will be occupied by a Boomer majority who will make the decisions about budgeting for and on attending exhibitions and events.

The CEIR study concludes that it is vitally important to train your association’s personnel in generational strategy. Each generation of prospective attendees is unique and each responds differently to various sales and marketing appeals. As a result, generational considerations must be included in the upfront design and planning of your association’s trade shows and events, in marketing and advertising efforts, and in post-event follow up. For more information on incorporating generational planning for your exhibitions and events and on “The Power of Exhibitions in the 21st Century,” please visit www.ceir.org.

Tim Schneider
Schneider Publishing Company

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