Photo by Jade Masri on Unsplash
Gen Z continues to crave IRL experiences beyond digital interactions according to a new study from Australia.
The Connect by Live Nation agency’s annual ‘Love Song’ report for 2025 shows Gen Z’s shift from digital natives to craving real-life connections, with 86.2% citing “realness” and “authenticity” as most important in their lives.
Love Song surveyed 4,656 Australians of which 1,217 were Gen Z – those born between 1997 and 2012. The study reveals stark shifts and comparisons in how this generation engages with brands and culture. It is considered one of Australia’s most comprehensive analyses of Gen Z behaviour.
More than any other generation, music remains central to Gen Z’s happiness, with 87.9% saying that it moulds their personal identity and helps them navigate the uncertainties of life. Despite being true digital natives, 92.3% of Gen Z crave “In Real Life” (IRL) experiences with over half (58.8%) dedicating the most time and energy to music, followed by career (37.8%), relationships (27.2%) and health (21.1%).
Crafting authentic experiences
Kristy Rosser, senior vice president at Live Nation Australia, said: “Gen Z fandom is rooted in deep connection and shared experiences with the community around them. Our research shows that fans actively seek this connection with brands, particularly when it comes to enhancing the culture and atmosphere of an immersive experience, such as live music. There’s no better way to build long-term trust and loyalty.
“These insights provide clear direction for brands seeking genuine Gen Z connections. Success lies in crafting authentic experiences that facilitate real connection – whether through live music events, nostalgic storytelling, or genuine artist partnerships. Brands that blend these elements while maintaining transparency will resonate more strongly with this perceptive generation.”
Connect by Live Nation is an Australia-based sponsorship, creative and experiential agency in music. The business recently rebranded having been previously known as Secret Sounds Connect.
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