GEN Z GO BEYOND THE SCREEN TO EMBRACE “REALNESS”, NOSTALGIA AND “IRL” EXPERIENCES, CROWNING MUSIC ARTISTS AS THEIR HEROES
I headed along to hear about GEN Z trends at The Tuning Fork in Auckland in March 2025 presented by Connect by Live Nation, a leading sponsorship, creative and experiential agency in music.
They have released their annual ‘Love Song’ research study showing Gen Z’s shift from digital natives to craving real-life connections, with 84% citing “realness” and “authenticity” as most important in their lives.
Love Song surveyed 1,301 Kiwis, revealing stark shifts and comparisons in how this generation engages with brands and culture. Running since 2019, the study is one of New Zealand’s most comprehensive analyses of Gen Z behaviour.
More than any other generation, Gen Z are strong believers in “heroes” and “role models” with almost half saying that musicians are the most trusted in their lives after family and friends, followed by online communities. Less than one in five Gen Z trust brands, with 56.4% citing “transparency” as the most important attribute for building trust, followed by “authenticity” and “consistency.”
Despite being true digital natives, 91.5% of Gen Z crave “In Real Life” (IRL) experiences with almost half (47.4%) dedicating the most time and energy to music, followed by career, relationships and health & fitness. Surprisingly, the study shows a generation dedicated to reading (when compared to 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 generation, 94.8% said that “nostalgia” was a trend that’s here to stay, seeking “comfort and connection” in an era they never experienced.
“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.”
More than any other generation, music remains central to Gen Z’s happiness, with 83.9% 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 one in two classifying themselves as “superfans” across multiple “in” genres including country music, 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 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.
WHAT’S IN
- Dating IRL not on apps (90.2%)
- Vinyl and Vintage Tech (86%)
- Little Treats (85.1%)
- Dressing to slay at music events (83.9%)
- Music Festivals (83.8%)
- Musicals are THAT girl now (63.6%)
- Run Clubs as the new Social Club (62.7%)
- Being Country Music Curious (59.5%)
- Asia Pop “Stans” (55.3%)
WHAT’S OUT
- Tradwives (83.3%)
- Skinny Jeans (78.8%)
- Botox (77.7%)
- Ozempic (75.1%)
- Frozen Yoghurt Saturday Nights (65.6%)
- Speed Dealer Sunnies (64.3%)
- Bed Rotting (57.6%)
- Being Demure (57.3%)
The Gen Z Glossary
- Yap: gossiping or chatting playfully and excessively, often about trivial details or rumours, with an endearing yet teasing tone.
- Brain Rot: the mental drain from consuming low-effort entertainment or social media, like binge-watching or doom scrolling.
- Lore: the backstory or context, often with niche details, that adds depth and juiciness to a story or situation.
- Unhinged: wild, unpredictable, or completely over-the-top behaviour, capturing everything from chaotic energy to comical moments.
- Aura Points: measure your coolness or charisma, with certain behaviours either boosting or dropping your score.
- Altered My Brain Chemistry: something that had a strong emotional or mental impact, like an experience, song, or meme that shifted your mood or perspective.
- Beige Flag: a romantic partner’s weird or peculiar trait. It’s neither good or bad (i.e. not a green nor a red flag), but it is telling of someone’s personality.
- In Da Clerb We All Fam: that certain situation when strangers feel like family.
To access the ‘Love Song’ study and for further information on Connect by Live Nation, visit: connectbylivenation.com.au
Photos at Auckland event by Megan Robinson March 2025