Gen Z events: The generation redefining festival culture

In 60 seconds…

• Gen Z understands the importance of connection and wants to authentically engage with other people their age and/or those with shared interests at events.
• From being an event sponsor to providing freebies, experiential marketing at festivals has huge potential.
• 86% said they would attend events more often if more student discounts were offered.

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Festivals and events have long been a favorable spring and summer activity among Gen Z. They offer a chance for young people to get together, relax, and party, and offer brands the chance to get on the younger generation’s radar and win their loyalty – everyone’s a winner!

In fact, 44% of Gen Zers from the UK* and 41% from the US expect to spend money on entertainment over the summer, and 25% from the UK and 24% from the US plan on attending a music festival.

So, what’s the attraction, and how can marketers get involved? In this blog post, we’ll look at the role events play in Gen Z culture, explore how this sector is developing, and share how your brand can use live events to engage your target audience.

The changing culture of Gen Z festivals and events

Look, we know there are a few stereotypes when it comes to ‘people at festivals’. Many consider them to be places for young music fans to embrace their freedom and party with friends, fueled by alcohol and drugs.

But nowadays, that isn’t the case.

Gen Z isn’t any old generation. In fact, dubbed ‘generation sensible’, this young cohort isn’t prioritizing the party lifestyle that previous generations may have embraced.

Our research shows that 27% of Gen Zers from the UK and just 17% from the US planned on consuming alcohol and/or drugs at a festival in recent years, while a significant 60% (65% from the US) responded with a firm ‘no’. In fact, only 5% of Gen Z are most excited about drinking when they get to a festival.

Whether it’s due to their health-conscious attitudes, advocacy for mental health awareness, or a simple fear for their safety (just look to historic incidents at Brixton Academy and Astroworld), Gen Zers are less inclined to take part in drinking culture.

And with lockdowns and social restrictions a thing of the past, Gen Z is fully embracing the IRL life: after all, what better way to connect with friends (and brands) than a unique, offline experience?

The new wave of festivals: What does Gen Z do for fun?

This generation is one that understands the importance of connection and wants to authentically engage with other people their age and/or those with shared interests. They want a community.

When asked ‘What are you most excited for when attending a festival?’, the most popular answer across both the UK and US Gen Zers was ‘hanging out with friends’, with 43% and 50% respectively choosing this option. Not only does this change the way they approach festivals and events, but it also diversifies the types of festivals and events they are interested in attending.

And this doesn’t just apply to Gen Z: Pion research revealed that 66% of Gen Zalphas** cite spending time with friends in-person as one of their main interests. This gives us a glimpse into the future: real life events aren’t going anywhere, and festival experiences will play a significant part in this.

Festivals that tap into a range of interests are increasingly becoming a popular choice for young people. Things like ComicCon, food festivals, film/TV conventions, and influencer-run events appeal to Gen Z because they’re a chance to have conversations with others who share the same interests. Contrary to popular belief, 62% of students attend conventions and conferences, so don’t neglect these types of events when conducting your student marketing strategy.

What are the Gen Z music festivals in 2025?

So, what are the music festivals that Gen Zers will be heading to in 2025? Here’s a round-up below:

• Glastonbury Festival‍

The festival of legends, and this year’s line up is better than ever (The 1975? Neil Young? Gen Z pop sensation Olivia Rodrigo? Incredible.)

‍25–29th June, Glastonbury (UK)

• Primavera ‍

Gracing the beaches of Barcelona, 2025’s Primavera’s lineup is one for the history books: Charli XCX, Sabrina Carpenter, and Chappell Roan.

5–7th June, Barcelona (SP)

• Kendal Calling‍

A star-studded lineup hosted in one of the most scenic areas of the UK.
31st July – 3rd August, Lake District (UK)

• Lollapalooza‍

Shot to fame recently thanks to Joseph Quinn (Eddie in Stranger Things) appearing onstage with Metallica.
21–23rd March, Chicago (US)

• Creamfields North‍

Featuring huge Gen Z names such as Camelphat, example, and Peggy Gou.
21–24th August, Chesire (UK)

• Leeds Festival‍

Every young person’s favorite celebration to the end of the academic year.
21–24th August, Leeds (UK)‍

• Reading Festival‍

This year’s lineup includes Hozier and Chappell Roan, both of whom have seen huge success on TikTok in recent months.‍

21–24th August, Reading (UK)

How can brands get involved?

Events are a great platform for brands to embed themselves in Gen Z popular culture. From driving UGC to building relationships with IRL shoppers, they present multiple opportunities for brands to engage with young people.

Explore experiential marketing

Experiential marketing at festivals has huge potential. Becoming an event sponsor, offering interactive experiences (think product demos and fun experiences), or securing a stand are all great opportunities for brands to increase their exposure to Gen Z consumers.

Offer a student discount

For organizers, offering a student discount is an effective way to draw students in and earn Gen Z loyalty. In fact, 86% said they would attend events more often if more student discounts were offered.

The appeal of events is only growing among Gen Zers, and they can’t wait to spend time with their nearest and dearest while forming relationships over shared interests. And with strong competition for capturing their spend and a determination to have fun, offering the right incentives and experiences are a sure way to help students decide where their brand loyalties lie.

Work with creators

You shouldn’t really need an excuse to work with creators – after all, they’re the number one way to engage Gen Z. But when it comes events… well, they really come into their own:

1. They generate that pre-event buzz. From behind-the-scenes content to interviews, creators can drive engagement, ticket sales and registrations.
2. Connect with your target audience. With a relationship built on trust and credibility, creators know their audience better than anyone. Tap into that, and you’ve tapped into a whole following of potential new customers.
3. Creating engaging content. Doing what they do best. Need I say more.

And the events aren’t just for Gen Z…

Gen Z may secretly love a conference, but what about you? Join us at our Youth Marketing Strategy events in New York and London, where we host our own Gen Z fest, diving deep into the world of the next generation with insights, expert speakers, and youth panels.

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*2024 Pion data

**We define Zalphas as aged 9–14 years old.

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