09/02/2026
Trade shows are evolving—and the biggest shift isn’t in technology or booth design. It’s in how attendees want to learn.
Freeman’s latest research shows that 64% of learning at trade shows now happens outside traditional session rooms.
Attendees are choosing peer conversations, hands-on demos, and real-time problem solving over slide decks and scripted pitches.
That’s a wake-up call for every exhibitor.
https://buff.ly/7yyvc71
Trade show attendees now value education that takes place via peer chats, exhibit interactions, hands-on demos and informal exchanges.