CHICAGO — According to Economics Insider, 31% of the workforce will be Gen Z in 2035. This growing part of the trade show industry is loud, proud and particular.
Curious about catering to the Gen Z crowd?
Trade Show Executive’s Young Professionals Corner spoke with Liz Jaite, Content Manager at ReedPop, a producer of pop culture events, and Dani Caruso, Senior Brand and Social Media Strategist at ReedPop, to make a crash course for Gen Z attendees.
1. Speak Their Language
According to Caruso, Gen Z’s lingo is key to getting their attention.
“This means short, sweet and humorous copywriting, short-form video with punchy intros [and] creating content for the platforms they’re on, knowing which social trends to hop on vs. which to avoid and how to properly meme with just the right amount of cringe,” Caruso explained.
Recently, ReedPop expanded its TikTok strategy to reach younger audiences, creating videos organically and boosting ones that have potential or are performing well.
It also has a Content Creator program that brings in influencers.
2. Create Immersive, Interactive and Internet-Friendly Experiences
“While not exclusive to Gen Z, they are highly engaged in sharing their experiences in real time on social media,” Jaite explained. “Any content we can create or bring into the show that’s photo- or video-friendly always winds up being a big hit. They also prefer shorter, interactive sessions over long, traditional panels with talking heads … Gen Z fans are visual, hands-on and experiential learners.”
ReedPop is tailoring its content to be more immersive and community-driven, investing in production aspects such as prop rentals to make more exciting and thematic spaces for fans to hang out, and expanded interactive programming such as fan meetups, speed-friending, trinket trading, trivia, gaming, demos and performances.
Related. Celebrating and Connecting through Inclusive F&B: A Q&A with Chef Amelia Warfel
3. Gen Z Still Values Community
Gen Z might be a tech-obsessed generation, but Caruso and Jaite asserted that community is still a major driver for them.
“A majority attend not just for content or celebrities, but to socialize,” Jaite said.
“More than anything, this audience wants to have fun with their friends and our events give them an exciting and welcoming space to do that each year,” Caruso added. “Gen Z thrives in the places we provide because it gives them a sense of community that is so rare to find nowadays. People of all generations find belonging at our events and I think that’s even more meaningful to Gen Z who lost a lot of social opportunities during the pandemic.”
4. Gen Z Wants Authenticity
“Keep it real; no gimmicks,” Caruso said. “The huge buzzword for millennial marketing was ‘authenticity’ [and] a lot of brands did this while still keeping things polished. Gen Z resonates with a little more grit.”
Caruso shared that Gen Z values fun, inclusiveness and affordability as well.
5. Don’t Try Too Hard
“I think it’s possible to try too hard in getting Gen Z to notice you,” Jaite said. “You can’t just talk ‘at’ Gen Z. Overly forced attempts to seem relatable can backfire. Remain transparent [and] genuine, and invite their input.”
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