Take 5: How Gen Z is Reshaping Trade Shows

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Freeman’s Janet Dell is excited about more meaningful events

Expo halls are much livelier, more interactive and measured places than in the past. What does that mean for event organizers? The new Freeman CEO, Janet Dell, who has been with the company since 2018 after leadership roles at the risk management software company Marsh ClearSight, brings a focus on people-first and is busy redefining live events.

Smart Meetings: How do you see the convention and trade show environment changing in 2025?

Janet Dell: I’m excited for 2025, particularly as the next generation reshapes our industry. Gen Z prioritizes hands-on, interactive experiences that align with values like sustainability and purpose. According to our Freeman Trends report, 75% of attendees prefer learning through activations rather than traditional formats. This shift is driving significant changes in how events are designed.

Read More: Bridging the Gap: The Key to Engaging Gen Z

Today’s attendees also want more than just information—they’re seeking personal, meaningful connections. Whether through live demonstrations or collaborative workshops, events must reflect these values to more effectively build engagement with attendees.

SM: Will inflation put downward pressure on growth?

JD: Inflation is a reality we can’t ignore, but I’ve been inspired by the resilience and creativity across our industry. Even as costs rise, organizers and exhibitors are finding strategic ways to deliver value—rethinking event formats, prioritizing high-impact activities and streamlining operations to make every dollar count while still delivering strong ROI.

Sponsorships have also become a key strategy to help organizers offset rising costs while offering brands new ways to engage with audiences. Additionally, solutions like our exhibit collection offerings provide exhibitors with flexible options at different price points, ensuring they can achieve their goals within their budgets.

While the macroeconomic environment continues to be dynamic, there’s no doubt that live events remain essential. Attendees value the trust and collaboration they build through in-person experiences, and we’ve seen the evidence that events are incredibly effective at connecting brands or companies with their customers. Inflation challenges us to innovate, and I’m confident we’ll continue finding new ways to ensure events drive meaningful business value.

SM: How are organizers energizing the experience, making it more meaningful and productive?

JD: Organizers are combining data-driven insights with technology to create more personalized and impactful experiences. AI-powered tools like Zenus are helping organizers leverage predictive analytics to better understand attendee behavior—tracking flow, dwell times and engagement in real time. This data allows organizers to optimize event layouts and programming to benefit both attendees and exhibitors, ensuring that exhibitors can better position themselves for success, maximize foot traffic and improve ROI.

Read More: The All-Star Event Schedule to Optimize Attendee Energy

Beyond technology, organizers are creating environments that foster authentic connections. By designing spaces for collaboration, offering hands-on activations and incorporating interactive elements, they’re delivering experiences that feel both personal and memorable. This thoughtful approach transforms events into dynamic spaces where attendees engage meaningfully, exhibitors thrive and everyone walks away inspired and connected.

SM: How will technology, particularly AI, change conferences?

JD: We all know AI is fundamentally changing how conferences are planned and experienced. At Freeman, we’re leveraging generative AI to streamline processes and enhance engagement. Our AI-powered chatbot, Sky, provides real-time support to exhibitors by answering questions promptly and accurately as well as simplifying the planning process.

Read More: Why AI Might Mean Salvation for the Meeting Industry

We’re also implementing new AI tools to improve safety and training through tools like EdApp, a platform that delivers scenario-based, real-time training to our teams, reinforcing safe practices and improving on-site operations. These innovations not only make conferences more efficient but also create opportunities to focus on what matters most—delivering memorable and meaningful experiences for attendees.

SM: How can we build the event leadership of the future? And conversely, how will young event professionals entering the industry change the workplace expectations?

JD: Building the next generation of event leaders starts with a commitment to empowering people. At Freeman, we believe our greatest asset is our people, which is why we’ve invested $3 million this year in training and development because we know the future of our industry depends on our ability to grow talent.

For younger professionals entering the field, particularly Gen Z, the expectations are clear: They want purpose-driven work, flexibility and innovation. This generation is challenging us to think differently, whether it’s by adopting more collaborative workflows that incorporate their habits as digital natives or reimagining what work-life harmony looks like.

At the same time, we’re lucky to have a multi-generational workforce, which brings immense value. Gen Z might be tech-fluent and innovative, but pairing them with seasoned professionals creates a powerful blend of fresh ideas balanced with strategic, deep expertise. The challenge—and opportunity—is to foster this collaboration, turning different perspectives into a unified vision for success that best serves our customers.