Gen Z is radically transforming the events space
less chaos, less costs, more vibes
Welcome to the latest edition of The Gen Zer. This week’s newsletter is an exploration of how the events sector is being transformed by a new generation with new and novel demands. From niche interests to activity-based meet ups, affordable alternatives and silent events… the scene may never be the same (and that’s a good thing!).
Over the last five years, event organisers went from being forced to move their operations online during the pandemic to radically shifting the way they market and plan in-person experiences.
Nobody knows this better than events platforms and the organisers that use them, unless you’re talking to Gen Z – those born between 1997 and 2012. This generation has gained a reputation for demanding more from brands and challenging the status quo.
Research shows Gen Z is drinking less and prioritising their health and wellbeing, while spending more time online than any other age group. You might already know this, as we’ve covered it right here on our Substack and in our digital magazine, Thred.
As a result, some may call Gen Z overly cautious and maybe even (gasp!) boring. The truth is, young people of today still crave unforgettable in-person experiences. More than anything, they want to build meaningful connections and valuable communities. Research shows Gen Z is actually willing to splurge more on experiences than material possessions.
The catch is, Gen Z want their days and nights out to look different than they have for previous generations, because the landscape they’ve grown up in – and barriers they face – are different.
So how are events companies interpreting these changes in their consumer base? And how, more importantly, are they responding to these new demands in a world where costs are higher than ever?
The cost-of-living
Two of the biggest barriers for Gen Zers looking to attend events are surging demands and high costs to match. However, the current increased demand for large-scale events has been interpreted by organisers as a ‘rubber band effect’ caused by the pandemic.
Those who missed out on in-person experiences like concerts and festivals have attended more of them in recent years to make up for lost time. Simultaneously, labels and artists are needing to make up for revenue lost from cancelled shows during lockdowns. That explains why every artist you know of has been on tour in the last year.
Experts predict that the high cost of tickets – often driven my secondary sales AKA ticket touting – and surging demand for major events willy likely fizzle out to normal levels by the end of the decade. Third places, on the other hand, will likely see a revamp and revival.
Though most of us have tried to mentally block out the pandemic experience, this one-in-a-century event has had a profound effect on our social habits. The COVID era marked a time where going out wasn’t considered safe. Now, when you do go out, everyone’s on their phone.The exciting thing about this is it makes way for the creation of fourth spaces. Whatever is being enjoyed online – online communities and individual connections – can be brought into a common space.
Young people are already finding their own way to do this while avoiding astronomical costs. Events shaped around in niche interests are soaring, while smaller, less expensive gigs featuring up and coming artists discovered on platforms like Spotify and YouTube are resulting in the birth of new fanbases.
Events companies are also starting to capitalise on these kinds of communities by driving people towards events at non-traditional venues such as pop-ups and ‘living room’ style spaces that allow fans to get up close and personal with an artist. These small-scale events turn a URL connection to one that lives IRL. They also deliver on the unique, personal, and meaningful element to events that Gen Z desire.
Loneliness awareness and mental health
Of course, we can’t ignore the fact that young people are looking to escape feelings of loneliness and isolation. Gen Z reports higher levels of loneliness than any other age group, a radical change from the trend that people get lonelier as they age.
But a one-size-fits-all approach doesn’t work for Gen Z. Some will want to bring their online communities offline, while others hope to escape the digital world altogether for a few hours every week – though, admittedly, it isn’t always easy to do so.
To lure Gen Z in, organisers have had to make their events worthwhile. Today, young people seek out multi-sensory, interactive experiences that spark conversation, curiosity, and engagement. Events are having to transform into multi-dimensional, immersive experiences that are worthy of bragging about, or at the very least, a post on social media.
As a result, affordable supper clubs and exclusive cooking classes are growing by 35 percent. Wellness gatherings and running clubs up 130 percent, while sober-curious gatherings that feature no-to-low alcohol or gut-healthy and adaptogenic drinks are up 92 percent in the last year alone.
Gen Z’s interest in run clubs has seen events of this nature grow by 35 percent, while hands-on get-togethers like knitting and crochet clubs, jewellery and pottery-making workshops have risen by 34 percent. These events allow young people build endurance, gain knowledge, or develop a skill while forgetting about their phones for an hour or two.
It’s no coincidence that these activities are antidotes for internet fatigue, the loneliness epidemic, and for the anxiety young people have about the state of the world due to climate change and worsening political conflict.
The rise of silent events
There’s also luck on the horizon those looking to attend in-person events without the soul-crippling anxiety of being forced to speak to a room full of strangers. That’s right – silent events are growing in popularity.
Though silent discos have been around for many years now, they’re evolving to incorporate the values of Gen Z, whether that’s environmental concern or spiritual celebrations.
People are using headphones while participating city tours, jamming while taking part in beach-clean ups, or celebrating the arrival of a new moon on a beach by dancing with headphones on.
The idea that event attendance has to be an entirely social experience is gradually fading out. Young people no longer have to miss out on awesome events over the anxiety of having to speak to people they don’t know – although, the option is always there if they want to.
The AI revolution and events
Finally, it would be an oversight to ignore the impact of AI on event-discovery, planning, and activities.
When it comes to finding out about events, AI will be capable of rapidly sorting through data to recommend events that suit an individual’s personal preferences, location, and needs. Essentially, a ‘For You’ page, but all about events.
For event platforms looking to understand their market, AI can work to analyse attendee data based on their past behaviours, personal tastes, and unique interests to help shape events of the future. AI can also do the job of suggesting relevant components of get-togethers they should be sure not to miss, or even build custom agendas for attendees.
Not only will this technology improve the event experience for ticketholders, but it can help organisers boost engagement, address communication gaps, and plan more efficiently.
It’s impossible to ignore that the world of events is going through a radical shift. Though the pandemic and emergence of AI have certainly flipped things on its head, Gen Z’s propensity for changing the status quo and making new demands is certainly transforming how and where we seek out memorable moments.
Dare we say, for the better?
See also:
That’s all for this week! Make sure to subscribe for the latest on Gen Z and youth culture, and check out The Common Thred for a weekly roundup of the latest news, trends and thought pieces.
Speak soon,
@ Thred Media