AUCKLAND, Today: Gen Z is moving beyond digital, craving real-life connections, according to Connect by Live Nation’s latest Love Song research. The study found 84% prioritise ‘realness’ and ‘authenticity’ in their lives.
Surveying 1,301 Kiwis, Love Song highlights how Gen Z engages with brands and culture. Running since 2019, it remains one of New Zealand’s most in-depth studies of Gen Z behaviour.
More than any other generation, Gen Z values ‘heroes’ and ‘role models,’ with nearly half saying musicians are their most trusted figures after family and friends. Online communities follow closely behind.
Only 18% trust brands, with 56.4% citing ‘transparency’ as key to building trust, followed by ‘authenticity’ and ‘consistency.’ Personal recommendations also rank above algorithm-driven suggestions.
Despite being digital natives, 91.5% crave ‘In Real Life’ (IRL) experiences. Nearly half (47.4%) dedicate the most time to music, followed by career, relationships, and health & fitness.
Surprisingly, Gen Z is more dedicated to reading than Gen X and remains sceptical of personalised algorithms. Two-thirds prefer recommendations from friends for music, fashion, and culture.
“These insights provide clear direction for brands seeking genuine Gen Z connections.” – Kristy Rosser
As an anxious yet optimistic generation, 94.8% believe ‘nostalgia’ is here to stay, finding comfort in eras they never lived through. Music plays a central role in their emotional world.
“These insights provide clear direction for brands seeking genuine Gen Z connections,” said Kristy Rosser, Senior Vice President – Marketing Solutions and Client Services at Live Nation Australia and New Zealand.
“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.”
Music remains crucial to Gen Z’s happiness, with 83.9% saying it shapes their identity and helps them navigate life. Half classify themselves as “superfans” across trending genres like country, Asia Pop, and musicals.
“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,” concluded Rosser.
Gen Z welcomes brands into live experiences, prioritising practical support like phone charging stations, presale ticket access, experiential activations, and sustainability efforts.
- For the full Love Song study and more on Connect by Live Nation, visit connectbylivenation.com.au
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