Post-pandemic trade shows need to be smaller and targeted

The writer is London-based co-founder of footwear brand Sante + Wade

When will things ever return to normal? This wistful refrain has become as ubiquitous in the UK as talking about the weather. But as I scan the influx of emails inviting me to sign up for a trade show, I am beginning to wonder if they already are.

Trade fairs and exhibitions are hugely important for economic prosperity. The UK exhibitions industry was worth £11bn annually in 2019, according to a