As festival culture continues to evolve, brands and organizers are exploring innovative ways to connect with Gen Z audiences. By understanding their motivations, behaviors, and values, we have designed an activation strategy that aligns with their expectations and creates a lasting impact.
Key Insights & Activation Strategy
Gen Z’s Passion for Festivals
Young people are more committed to festivals than ever. Ninety per cent attend at least one festival per year, while half purchase tickets for three or more events annually. This highlights how festivals have become a key part of their lifestyle. Brands that integrate meaningfully into these experiences can build stronger, lasting connections with this engaged and passionate audience.
How Gen Z Discovers Festivals
Social media plays a crucial role in festival discovery. Almost half of Gen Z festival-goers find events through Instagram, while TikTok is the primary platform for thirty per cent. A quarter rely on word-of-mouth recommendations, showing the importance of peer influence. Festivals and brands must maintain a strong, authentic presence across these platforms to capture attention and drive engagement.
Why Gen Z Attends Festivals
For Gen Z, festivals are primarily about experiencing the moment and spending time with friends rather than just partying. Unlike previous generations, who often saw festivals as purely entertainment-driven, Gen Z values emotional connection and shared experiences. This shift means that festivals should foster a sense of community, making attendees feel like they are part of something larger.
Prioritising Live Experiences Over Smartphones
Nearly ninety per cent of Gen Z believes that fully immersing themselves in a festival is more important than capturing content on their phones. Festivals should focus on creating meaningful, interactive moments that encourage presence rather than constant recording. By offering unique, offline experiences, brands and organisers can help reinforce the value of being in the moment.
Gen Z and Festivals: Creating Meaningful Experiences and Lasting Brand Connections
Festivals provide a unique opportunity for brands to build authentic relationships with young audiences. For Gen Z, attending a festival is about more than just music—it is about being present, connecting with friends, and creating lasting memories. Brands that enhance these moments can establish deeper, long-term engagement rather than just fleeting impressions. A strong, social-first strategy ensures visibility while fostering genuine interaction.
Results & Impact
This activation seamlessly integrated digital engagement, sustainability, and experiential interactions to develop a festival strategy that truly resonates with Gen Z. By aligning with their expectations and behaviors, brands and organizers successfully built lasting connections with young festival-goers, driving deeper brand engagement and long-term loyalty.
Check out our full case study of our Havana Club Les Ardentes 2024
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