‘Experiences over possessions’: Gen Z study finds a generation living for today
Gen Z was born into the digital world, but are increasingly trying to find real-world experiences, according to a new generational study by Live Nation agency, Secret Sounds Connect, and Pollinate.
‘Love Song’ collated responses from more than 2,680 Gen Z’ers across Australia in order to parse the cultural and social trends shaping the youth in 2024 and beyond.
The study revealed that Gen Z value unquantifiable qualities such as ‘living in the moment’, ‘being happy’ and ‘bonding with friends’ above ‘being successful in their career’ (29%), ‘getting married’ (13%) ‘having kids’ (33%) or ‘buying a house’ (26%).
