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Secret Sounds Connect study unveils cultural zeitgeist of Gen Z in 2024

Secret Sounds Connect study unveils cultural zeitgeist of Gen Z in 2024
March 1, 2024

A new study exploring the mindset of Gen Z has revealed that the majority have discarded the ‘life blueprint’ of their predecessors, with a focus on living in the moment, being happy and bonding with friends above being successful in their career (29%), getting married (13%) having children (33%) or buying a house (26%).

Collating responses from more than 2,680 Gen Z’ers across Australia and New Zealand, Love Song, a study by Secret Sounds Connect, provides a deep-dive into the cultural and social trends shaping 2024 and beyond

Delivered by Secret Sounds Connect, the commercial rights, experiential and creative agency, part of the Live Nation Entertainment group of businesses, the report - one of Australasia’s largest quantitative studies of Gen Z this year - reveals that music continues to be their leading passion, with 89% saying music is integral to who they are.

70% of Gen Z attend a live music event at least once a month, with Live Nation reporting a 79% increase in ticket sales in 2023 across Australia and New Zealand. Second to friends, music artists are the most trusted among Gen Z (79%).

With over half of Gen Z not surprised if the world ended within their lifetime, they are well and truly living for today, with 81% saying that “I try to have as much fun now and let the future look after itself” (compared to 74% in 2023). Splurges and spending on ‘little treats’ has become a significant trend, with 94% prioritising things that bring them joy. 90% prefer to spend money on experiences over possessions, with 66% saving for an experience or travel over long-term assets such as a house or car.

Commenting on the findings, Kristy Rosser, founder of Secret Sounds Connect and Senior Vice President, Marketing Solutions & Client Services at Live Nation ANZ, stated “Our annual ‘Love Song’ study provides valuable insights into Gen Z, the world’s largest generation, which is continually being shaped by global events and the economy.

“There has been a marked shift in priorities when comparing Gen Z to previous generations. ‘Love Song’ helps brands stay up to date with trends, and to understand and connect with Gen Z culture, values and passions.”

Additional insights from Love Song include:

  • 83% want to experience real over digital life, with 87% seeking out real-world connections now more than ever before.
  • Niche is the new norm. 82% claim that “being weird” is in, and 58% say the more absurd something is, the cooler it becomes.
  • 'Rizz' - The Oxford dictionary’s word of 2023 - represents Gen Z’s desire for individual expression, with 87% of Gen Z preferring to be seen as “authentic” rather than “cool.”
  • 62% want to stand out rather than blend in, with 95% saying dopamine dressing is IN for 2024, along with country music - over a quarter of Gen Z listen to the genre on a regular basis.
  • As social media platforms have moved further towards entertainment and commerce, 78% said they prefer to share life updates in private chats over public posts.
  • Tik Tok creators are looked upon more favourably than Instagram influencers with trust levels at 36% vs. 26%. The majority of Gen Z prefer raw, imperfect content over a polished lifestyle.

Frances Deighton, Strategy Lead for Partnerships at Live Nation and Secret Sounds Connect said: “We’re committed to helping our partners stay at the forefront of what youth audiences value so they can place their brands at the heart of the cultural moment. The world and consumer tastes change so quickly and brands need to continue being dynamic and adaptable when it comes to reaching Gen Z audiences."

Part of the Live Nation Entertainment group of businesses, Secret Sounds Connect is a market-leading commercial rights, experiential and creative services agency, responsible for developing and executing brand campaigns in music and entertainment. The team integrates brands into unforgettable moments for music lovers, representing live events such as Splendour in the Grass, now in its 22nd year, and Spilt Milk, the largest single-day music festival, produced by Kicks Entertainment.

Secret Sounds Connect partnered with Pollinate to conduct the research. Pollinate is a strategic research consultancy and part of The Influence Group.

Click here for further information about Love Song and Secret Sounds Connect.

Editor's note: While specific date ranges vary, members of Generation Z include those born between the mid-to-late 1990s and the early 2010s. Almost one-fifth of Australia's population belongs to Gen Z. 

Images: Fans at the Spilt Milk Festival (top, credit: Jordan Munns), Gen Z fans at Spilt Milk (middle, credit: Billy Zammit) and Gen Z’ers strike a pose (below, credit: Billy Zammit).

Related Articles

23rd February 2024 - Live Nation reports 2023 as ‘biggest year ever’ for concert attendance and ticket sales

12th February 2024 - Live Nation study reveals true impact of live music in building brand loyalty

14th December 2023 - Post-pandemic recovery of live entertainment led by international acts

24th November 2023 - Live Nation’s Spilt Milk music festival returns for its highest ever attendance per event

8th November 2023 - Mastercard and Live Nation partner to offer exclusive experiences for cardholders

3rd November 2023 - Live Nation generates record revenues and attendances in last quarter

25th October 2023 - Roger Field exits role as President of Live Nation Asia Pacific

5th October 2023 - Secret Sounds announce their inaugural SXSW Sydney Showcase

18th September 2023 - Live Nation study finds that fans are more loyal to brands that offer live music perks

6th September 2023 - Live Nation Australia collaboration to deliver BBC Earth Experience for Melbourne

25th August 2023 - Live Nation Australia partners with children’s cancer charity to raise much-needed funds

24th August 2023 - Live Nation to present music performances at Westfield destinations across Australia and New Zealand

22nd August 2023 - Vodafone and Live Nation partner to give customers exclusive access to Australia’s most anticipated live music acts

27th July 2023 - Live Nation and The Push launch Music Industry Mentoring Program For Emerging Talent

20th July 2022 - Secret Sounds helps sponsors engage with fans at Splendour in the Grass

14th July 2023 - Live Nation release consumer App combining music and meditation

7th July 2023 - 90% of Gen Z sports fans consume content through social media

4th July 2023 - Les Mills research reveals Gen Z to be huge untapped market for fitness industry

3rd July 2023 - Marriott survey shows Asia Pacific’s Gen Z and Millennials prefer local tourism experiences

23rd May 2023 - Gen Z consumers shaping the fitness industry

17th May 2023 - Falls Festival producer Secret Sounds cancels 2023 event

9th May 2023 - Live Nation first quarter results show soaring fan demand for concerts

9th May 2022 - Live Nation advises of soaring revenues over last quarter

4th March 2022 - ASM Global, Live Nation and Oak View Group pledge to end doing business with Russia

24th February 2022 - Live Nation expresses optimism about the power and resurgence of live events

7th January 2021 - New wave of Gen Z consumers ‘never’ watch sport

5th December 2016 - Live Nation expands festival portfolio with Secret Sounds acquisition


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