Exhibitor Magazine Group Study Indicates Growing Market for Eco-friendly and Sustainable Options in the Trade Show Industry
Exhibitor Magazine Group has released a landmark research report detailing the state of Green exhibiting. "An Inconvenient Booth: The Economic Impact of the Green Movement on the Trade Show Industry, Trend Report No. 1" outlines current attitudes about Green and sustainable exhibiting, motivational factors, and buying plans.
The first industry study on this topic, it encompasses both sides of the trade show industry - those who exhibit at trade shows, and the companies who supply them. Published monthly, EXHIBITOR magazine is the most widely read publication among corporate trade show marketing professionals.
The research shows interest is high and growing among both exhibitors and suppliers, resulting in a discernible acceleration toward adoption of Green exhibiting options.
Of corporate exhibitors, 62% indicated their interest in Green options is high or very high, with interest likely to increase in the coming year. They are also beginning to earmark portions of their budgets for green solutions. Seventy-five percent believe they will ultimately spend 24% of their trade show budgets on such Green exhibiting options as eco-friendly giveaways, recyclable exhibit properties and those made from Green materials, low-energy lighting, and cradle-to-cradle design.
The study also found that a large percentage of suppliers expect to substantially increase the number and variety of Green alternatives they offer - in some cases, nearly doubling the Green percentage of their product lines. But at the moment, a number of factors are mitigating the move toward Green - among them, price. In spite of exhibitor interest, price sensitivity becomes an issue when Green options exceed traditional costs by 10 percent or more. Many Green offerings currently command a 26% premium.
In spite of the obstacles, the trend toward Green is accelerating. As Lee Knight, editor in chief and EXHIBITOR magazine founder, observes, "Today the state of Green exhibiting looks like Deadwood in the early years: mostly confusion mixed with lots of conviction. By next year, things will change. Historians are likely to pick 2008 as the year the so-called ‘Green Rush’ gained traction in the trade show industry."
The economic impact is expected to be considerable. The survey data identifies an untapped market for Green exhibiting options estimated at $9.24 billion.
The first in a series of ongoing research efforts, the study - conducted by an independent research firm - is based on an extensive survey of nearly 500 exhibit managers and executives at companies that supply exhibit displays and accessories. The resulting white paper is available online at www.EXHIBITORGreen.com. The full research report will be available in early January.
The study was funded by The Green Exhibiting Initiative, formed to identify and track the dynamics of environmentally-sensitive business practices within the trade show industry. Participating companies include Champion Nationwide, eco•systems Sustainable Exhibits, Freeman, Hall-Erickson Inc., and Skyline Exhibits.
The recognized leader in trade show and corporate event marketing education, Exhibitor Magazine Group publishes EXHIBITOR magazine - best practices in trade show marketing; and Corporate EVENT magazine - case studies of strategic event marketing. EXHIBITOR produces EXHIBITORFastTrak - the accelerated learning conference for exhibit and corporate event marketing professionals, and EXHIBITOR2008 - the premier education and learning conference for trade show and corporate event marketers and sponsor of CTSM (Certified Trade Show Marketer) professional certification. The company also produces GRAVITY FREE Multidisciplinary Design Innovation Conference, providing access to world class designers and design thinkers. EXHIBITOR’s web site, www.ExhibitorOnline.com, is the industry’s most comprehensive online resource.
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