Consumer preferences can be hard to predict. Even so, exhibitors can plan for themes that mattered in 2023. This article looks at sustainability and security in trade show displays.

Sustainability Is the New Watchword

It wasn’t all that long ago that sustainability wasn’t even a buzzword. Increasingly, however, companies need to prioritize products that are sustainable.

What does sustainability mean for a business? Consider how your choices affect people, the environment, and your costs. For example, a company that uses single-use plastic could explore reusable or recyclable materials. Aim to reduce waste while meeting your business needs.

What Does Sustainability Look Like For Exhibitors?

Show visitors how sustainability appears in your exhibit. Reuse display parts from previous shows to reduce the need for new materials. You might also choose durable fabric graphics that can serve you for years.

Photos, videos, and product demonstrations can enrich an exhibit. Digital content may reduce printed materials and shipping weight. QR codes can also let visitors review your offering after the show. Choose formats that help people understand your message.

Make your sustainability efforts specific. A digital sheet could explain how you reuse displays, recycle materials, or reduce energy use with LED lighting. Share only measures your company actually takes.

Another Important Trend in Tradeshow Exhibits–Safety and Security

Customers may consider both sustainability and security when they evaluate a company. In an exhibit, explain how you protect people and information. Focus on practices relevant to your customers.

Visitors may have different concerns about safety and privacy. Some want to know how you protect personal data. Others may ask about workplace risks or business continuity. Listen to their questions and address the issues that matter to them.

If security matters to your buyers, make your safeguards clear. Use the exhibit to explain your approach in plain language. Give visitors a way to ask detailed questions.

Show the security features that relate to your offering. Explain how you protect customer information and respond to concerns. A clear demonstration is more useful than a broad promise of safety.

You could also collaborate with a complementary exhibitor. For example, an energy provider might present alongside a security company. Make the connection useful to visitors and clear about each company’s role.

Be direct about your safety and security practices. If appropriate, explain your company’s plan and the steps you take to protect customers. Clear details can help visitors assess your claims.

Sustainable Security Practices

Can your exhibit reflect both safety and sustainability? Of course. If you choose to put your documents on digital media rather than on paper, why not add your business security policy and risk management plan to your digital presentation? Customers love when businesses are proactive! Do you ensure your employees take a technology security update course each year? That’s a great thing to let your customers know about.

Think about exhibiting a streamlined safety and security protocol as well for your company. For example, if your customer loses their login information on your company website, how hard is it for them to retrieve it? It is a matter of a simple click, or is your customer security plan cumbersome and clunky? Be sure that your exhibits reflect up-to-date plans for company sustainability and security moving forward.

The Bottom Line

In the past, customers were not concerned with a company’s values or policies as long as they delivered great customer service. However, today’s consumers want to know that the company they are buying goods and services from is ethical and responsible. Your brand needs to represent the changing world of sustainability and security to attract customers to your company. The more you can unify, streamline and simplify your message through exhibits, the more you will be on-trend with customers as the year progresses. Why not have an impartial observer take a look at your exhibit and ensure that it reflects the message you want your brand to have?