58 www.signlink.co.uk Issue 258 - April / May 2025 venues, using renewable energy sources, and offsetting their footprints. It’s something that will only grow in importance as businesses look to align events with their sustainability commitments.” But is there still room for growth in the sector? Wickens certainly believes so, saying Gen Z will be key to how the market performs over the coming years. Wickens says: “Gen Z are the buyers of the future, and this is a generation of digital natives, people who’ve grown up online. That might sound like a challenge for in-person events, but really it’s an opportunity. They’re craving real-world experiences, authenticity, and physical interactions. They want to engage with brands beyond a screen and events are the perfect platform for that. “We’re seeing businesses take a smarter approach to exhibitions. It’s no longer just about showing up with a stand; it’s about creating a presence that blends print, digital, and interactive elements to capture attention and leave a lasting impression. That means events that are more engaging, more immersive, and ultimately more valuable for both exhibitors and visitors.” To sum up, there is little doubt among specialists within this market that there is still room for growth in the exhibition stands sector and, importantly, this means opportunities for sign and related companies. Partnering with a specialist supplier is one effective way of capturing work within this market and growing both your offering and customer base in the process. says the company offers trade pricing on essential exhibition materials from large-format backdrops and roll-up banners, to modular stand panels and signage, which in turn he says helps businesses maximise their profit margins and impact. “We offer fast turnaround times and delivery, we ensure exhibitors get their print exactly when and where they need it,” he continues, saying: “Our sustainable solutions, including PVC-free banners and recyclable materials, support sustainable stand design, while our advanced colour management guarantees brand consistency across multiple events. “At Tradeprint, we believe that the industry will continue to expand. We think there’s a positive outlook for the UK's exhibition stands market, and that’s great for us as we expand our range and focus on customer needs.” Engaging and Immersive Rounding off our feature is Solopress, another trade supplier to the industry that works with partners on exhibition stands. Head of marketing, Jane Wickens also echoes the opinion of others in this article, believing the market is not just recovering, but in fact growing. “There are more in-person events than ever, and they’re happening across all industries and at all scales,” she says, continuing: “It’s clear that people want real-world interactions again. We’re seeing what you might call digital dilution; we consume so much digital content that it’s losing its impact. We spend so much of our time scrolling through endless feeds, skimming emails, and swiping away ads that digital messages lose some of their significance. “When everything is virtual, the tangible really stands out. That is why exhibitions, trade shows, and live events are thriving. Businesses know a physical presence is more memorable than an email, a zoom call, or a targeted ad.” Looking at current demand, Wickens also picks up on how sustainability is becoming a top priority not just for exhibitors but also event organisers and venues. With people thinking more about using sustainably sourced, recyclable materials, and choosing reusable promotional products over single-use items, suppliers must respond. “There’s also increasing focus on how much power venues consume and where that energy is coming from,” Wickens notes, adding: “We’re seeing some major exhibitions working with carbon-neutral ▲ Solopress counts exhibition stands among its range of trade printing services EXHIBITION STANDS UKEvents says trade shows and exhibitions contribute £10.9bn to the UK economy £10.9bn
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