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Popping your ‘Festival Cherry’ - Festivals through the eyes of Gen Z

Nearly 50% of 16-24 year olds have attended a live music event in the last 12 months - many engaging with brands across festival sites and venues. Brands, led by Marketing Directors with an average age of 42.

In an age where Generation Z is significantly different now than any other youth tribe before them, do we really know what’s going on in the heads of today’s young people?

And when it comes to the things that Gen Z care about around live experiences, do what they have in their heads match the thinking of the brands trying to engage with them through these experiences? Are we, as marketeers, getting it right?

Global wanted to explore this further, so we gave a group of 16-24 year olds access to some of the UK’s biggest festival organisers and set them a task; Create their ideal music festival from the ground, up.

Anything goes. Their rules. Their festival.

So join Global, The Media & Entertainment Group, to discover what the world’s first festival created by Gen Z for Gen Z looks like. Hear from them directly how brands can use the festival space to have a dialogue with Gen Z about what they chose to feature on their social feed and in their conversations; what essentially – matters.

Ricky Oscroft  Global

Ricky Oscroft