Live Nation latest study reveals Gen Z craving ‘real-life’ experiences

A new study exploring the mindset of Gen Z has revealed a shift from being digital natives to a generation craving real-life connections, with 86.2% citing 'realness' and 'authenticity' as most important in their lives.

The ‘Love Song’ research study was released by sponsorship, creative and experiential agency in music - Connect by Live Nation (earlier this week 'Connect by Live Nation' announced its rebrand from 'Secret Sounds Connect').

Collating responses from 4,656 Australians of which 1,217 were Gen Z, the study - one of Australia's most comprehensive analyses of Gen Z behaviour - reveals stark shifts and comparisons in how this generation engages with brands and culture.

Only one in four Gen Z trust brands, with 58.2% citing “transparency” (sharing how things are made, priced or sourced) as the most important attribute for building trust, followed by “authenticity” (staying true to values and not chasing trends to fit in) and “consistency” (delivering on promises and maintaining quality over time). More than any other generation, Gen Z are strong believers in ‘heroes’ and ‘role models’ with over half saying that musicians are the most trusted in their lives after family and friends.

Despite being true digital natives, 92.3% of Gen Z crave ‘In Real Life’ (IRL) experiences with over half (58.8%) dedicating the most time and energy to music, followed by career (37.8%), relationships (27.2%) and health (21.1%). Surprisingly, the study shows a generation dedicated to reading (when compared to millennials and Gen X) and sceptical of ‘personalised’ algorithms, with two thirds preferring personal recommendations when it comes to music, fashion and culture. 

As the most anxious, however optimistic (coined ‘Poptimism’) generation, ‘nostalgia’ emerged as a key trend that’s here to stay, with 93.5% of Gen Z “seeking comfort and connection” in an era they never experienced.

Kristy Rosser, Senior Vice President – Marketing Solutions and Client Services at Live Nation Australia and New Zealand noted "these insights provide clear direction for brands seeking genuine Gen Z connections. Success lies in crafting authentic experiences that facilitate real connection - whether through live music events, nostalgic storytelling, or genuine artist partnerships. Brands that blend these elements while maintaining transparency will resonate more strongly with this perceptive generation."

More than any other generation, music remains central to Gen Z’s happiness, with 87.9% saying that it moulds their personal identity and helps them navigate the uncertainties of life. Gen Z feel genuinely close to their favourite artists and part of their community, with 67% classifying themselves as “superfans” across multiple “in” genres including country music, Asia Pop and musicals.

Rosser added “Gen Z fandom is rooted in deep connection and shared experiences with the community around them. Our research shows that fans actively seek this connection with brands, particularly when it comes to enhancing the culture and atmosphere of an immersive experience, such as live music. There’s no better way to build long-term trust and loyalty.”

Gen Z said that they welcome brands into their live experiences highlighting functional support, such as phone charging stations, along with presale ticket access, experiential activations and sustainability efforts as priority factors.

To access the ‘Love Song’ study and for further information on Connect by Live Nation, visit connectbylivenation.com.au/ 

Images top and bottom. Credit: Stephen Booth