Editorial
The Gist
- Authentic encounters. Engaging Gen Z requires authentic, in-person experiences to combat the generation's digital fatigue.
- Community connection. In-person events foster community and belonging, boosting brand loyalty and customer retention.
- Beyond digital. Physical events offer unique advantages over digital interactions, enhancing brand memorability and engagement.
I recently got to sing lead for a cover band. Nine shows and seven cities later, my stage presence and lyrical memorization improved significantly. At my core, though, I am a marketer, focused on Gen Z marketing among other topics. Twenty-something-year-olds were the primary audience at our live shows, so true to form, I made a few observations on reaching this increasingly influential group.
Although Gen Z goes out less often than millennials and Gen X did at their age, it’s predominantly this age group that sang and danced their hearts out when “Semi Charmed Life” or “Zombie” came on. It’s also this generation that needs connection IRL (in real life) more than ever. Let's take a look at some Gen Z marketing in the form of in-person events.
Gen Z, those born between 1997 and 2012, struggles with loneliness more than any other generation. Its members are also the first to grow up with the internet and social media at their fingertips. Coming out of the pandemic, we have entered a period of hyper-digitization where video games, interactions with followers, and conversations with AI supplant in-person interaction all too often. Despite the allure of staying comfortably at home, virtual interaction cannot replace the benefits of being in-person.
During the pandemic, less in-person interaction and more virtual interaction correlated with more loneliness, at least among older adults in one study. As marketers wanting to reach Gen Z, we should understand that many in this age bracket face social isolation, leading to issues with sleep, depression and substance use.
Related Article: Do Your Brand's Values Align With Those of Gen Z?
Gen Z Marketing and the Need for Belonging
Insightful marketers understand the importance of speaking to their audience’s underlying wants and needs — those that go beyond direct use of product or service. Brands like these climb a few notches up Maslow’s hierarchy of needs. They use storytelling, community-building, and leadership to help their consumers find belonging, self-esteem and self-actualization. In turn, these brands enjoy the rewards of greater customer loyalty and word-of-mouth referrals.
Related Article: Why Ecommerce Needs to Evolve for Gen Z
Gen Z Connects: Arts, Chats and Joy
The question for Gen Z marketing then becomes, how can we meet Gen Z’s need for belonging and connection? One study found that engaging in arts and culture in-person may build confidence and feelings of connectedness, and research has found that friendly conversation with a stranger can brighten one’s day. From my cover band days, I can say that singing onstage and interacting with all kinds of people at gigs gave me a jolt of joy that lasted well into the next day. Whether or not one is introverted, research tells us that positive social connection makes us happier and healthier.
Budget for Belonging: Engage Gen Z Live
The call-to-action is this: Make space in your budget for in-person events. Sponsor life-enriching experiences like concerts, sporting events, and festivals that align with your brand’s values. Train brand ambassadors to connect genuinely with people in attendance, asking what brought them to the event and what they’re hoping to get out of it. Hosting or co-hosting live events like holiday markets and 5Ks is a great chance to spread the good vibes and connect your brand to a higher purpose. Make sure your vendors understand the importance of making attendees feel welcome through conversation, as well.
As Seth Godin eloquently wrote, “... what people really want is the ability to connect to each other, not to companies.” Welcoming, warm in-person events not only enhance your brand's memorability but also link it with community, belonging, and connection in the minds of customers. And you can bet that this association will increase customer retention and brand equity in the long haul.
Events That Connect: Know Your Gen Z
Autumn Morgan, an events consultant and dear friend of mine, explains that in-person events are a great way to build relationships with your customers: “If you choose the right in-person events to attend or sponsor, it can advance your brand leagues ahead in terms of connecting with your audience and learning what problems they're facing.”
When asked how brands can make their Gen Z marketing events more memorable, she answered, “It really comes down to knowing your customers. What do they care about outside of your brand? As an example, let’s look at a company that makes cloaks and whose audience consists of bookworms, gamers, historians, and cosplayers. This brand would ask themselves what their audience likes outside of cloaks. Those bookworms might be attending fantasy balls or book signings, while the gamers and cosplayers might be attending ComicCon, board game night, or a DnD campaign.
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Between fantasy balls, book signings, and DnD, our hypothetical cloak brand has a swath of possible events to put on. Now apply that same level of thinking to your brand, your audience, and the things they care about, and the ideas will take shape that much faster.”
Hiccups: Perfecting Imperfect Events
Whether you're an experienced event organizer or just starting out, remember that perfection isn't the aim. For a cover band, extensive practice doesn't ensure a flawless performance, and truly, our reactions to "hiccups" define us. During a gig in Hanover, Maryland, our guitarist struggled to hear himself after his in-ear monitors failed. He began playing more intensely, and a guitar string snapped. Between songs, he switched guitars while the rest of the band humorously addressed the mishap to the audience. In a matter of minutes, we adapted and used the situation to strengthen our brand identity as an energetic and quick-witted group.
Authenticity in AI: Branding Beyond Bots
Similarly, don’t be afraid to try new things and learn from them. Be different. Stand for something, and use events to reinforce your brand’s values. Lean into your team’s creativity as much as possible, and set limits around what content is generated by AI. Remember, Gen Z is drawn to individuality and authenticity. Have you heard the comment that something “reads like AI”? It’s not a compliment. While generative AI is useful in many settings, it has its limits, particularly as it primarily learns from existing content on the web. The design and copy of your event's content, whether printed or digital, is an opportunity to create something new — something you.
Final Thoughts
Now more than ever, Gen Z craves human connection and authenticity. While AI and social media are powerful tools for digital marketers, consider how you can show up for this younger audience at in-person events. Moreover, don’t let perfectionism keep you from experimenting with how you create inclusive spaces for Gen Z. Whatever the latest advancement in AI, the truth about human interaction will prevail; namely, that we need it to be successful and joyful — in business as much as in life.
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