The report differentiates between Generation X attendees (ages 28 to 39) and the younger Millennials (ages 18 to 27). For example, Generation X is considered the “Family First Generation” and the toughest sell when it comes to exhibitions. “They do not want to become workaholics whose work hours intrude into their personal lives, especially their time with their children,” the report states.

Millennial attendees, on the other hand, tend to be more like baby boomers (ages 40 to 63), driven in their careers and passionate about their contributions to society. “Exhibitions represent a good vehicle to exercise that passion,” the report states. While Millennials can be more easily won over than Gen Xers, their tendency toward instant gratification means that they could also be lost if not satisfied.

“In summary, Gen Xers are the challenge facing the exhibitions and events industry, while Millennials are the opportunity,” the report states.