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What Gen Z Can Teach Us About the Power of Tangible Experiences
While digital experiences dominate our everyday lives, Gen Z is leading the charge in redefining the value of real-world interactions. Despite being the first digital-native generation, they’re craving authentic, tangible experiences that leave lasting memories. Here’s why businesses should pay attention.
Keep It Real: Gen Z Wants Authenticity
Gen Z is all about real connections. They value transparency, and 59% say that a brand’s authenticity matters more than its reputation (Deloitte, 2022). For them, meaningful in-person moments far outweigh polished digital campaigns. If businesses want to engage Gen Z, they need to offer genuine experiences that foster trust and connection.
Experiences > Stuff: Why Memories Win
Gone are the days of materialistic spending. Eventbrite found that 78% of Gen Z prefers spending on experiences over products. This trend highlights a desire to create lasting memories rather than accumulate possessions. Brands that focus on immersive, experience-driven marketing—think live events, pop-ups, or interactive activations—are more likely to win Gen Z’s loyalty.
Tech Meets Real Life: When Digital and Physical Collide
While they’re immersed in digital, Gen Z isn’t abandoning the physical world. They expect tech to enhance real-world experiences, with 60% saying they enjoy experiences that integrate digital tools like augmented reality (PWC, 2023). Blending tech with tangible moments—whether through AR in stores or hybrid events—appeals to Gen Z’s desire for interactive, personalised experiences.
Squad Goals: Community Is Everything
Gen Z values community and social causes, with 72% prioritising being part of a community and 62% engaging with brands that promote inclusivity (McKinsey). For brands, this means creating experiences that align with these values, whether through charity events, sustainability-focused activations, or inclusive experiences that foster connection.
It’s All About You: Personalisation is Key
Gen Z expects personalised experiences. Statista reports that 63% are more likely to engage with brands offering tailored experiences. Personalisation, whether through customised event experiences or exclusive offers, is essential for building deeper connections with this generation.
The Future is Experiential
Gen Z is teaching us that tangible, authentic experiences are the future of consumer engagement. Businesses that embrace these preferences—authenticity, experiences over products, community, and personalisation—will be better positioned to connect with this powerful consumer group. The brands that get this right will stand out in an increasingly experience-driven world.
Want to dive deeper into this trend? Check out our latest report to learn more about the future of experiential marketing and how your brand can connect with the next generation.
