Innovative, self-assured and flexible: millennials, that is to say, the generation born between 1980 and 1996, are growing up and holding more executive positions in the marketing and sales departments of companies.

This represents a great challenge for the industry of exhibitions. How do we plan attractive B2B events for this audience, who are used to living in the digital world? What do they expect from future and potential participants?

A recent study from Germany’s EBS University of Business and Law, in cooperation with Messe Frankfurt, the largest organizing company of events and exhibitions with its own premises worldwide, provided some interesting data that sheds some light on the issue.

The research indicates that, despite the advance of digitization and the wide range of online communication possibilities, millennials still value personal interaction and see trade fairs as an ideal “mixture” of marketing.