A Different Kind of Party
Let's be clear: festivals aren't dead. You'll still catch flower crowns and cowboy boots popping up on your feed every summer, and there's no shortage of drone shots flying over a mass amount of people dancing in unison to a bass drop. But if you've been paying attention — and the data has — something's shifting.
Recent insights reveal that Gen Z is starting to ask, "Do I really want to spend $400 to sweat next to strangers just to say I was there?"
Spoiler: not always.
The Rise of Smaller, Curated Vibes
According to Eventbrite, 67% of Gen Z prefers "unique, intimate experiences over large-scale ones. " Nearly half opt for local pop-ups, underground parties, and niche cultural gatherings instead of mega-festivals. Why? Because community, authenticity, and connection now outrank clout-chasing and FOMO.
Gen Z is the generation that grew up on TikTok algorithms and mental health check-ins. They crave experiences that feel personal, intentional, and socially conscious. The three-day sensory overload of a mega-fest is fun once in a while. But a rooftop jam session with an indie band and good food trucks? That hits differently.
But Don't Get It Twisted—Big Festivals Still Have Their Place
Let's not throw the glow sticks out with the bathwater. Coachella, Rolling Loud, and Lollapalooza still pull numbers. A 2024 Nielsen report showed that 51% of Gen Z attendees still plan to attend a major festival this year, especially when the lineup, cause, or cultural moment aligns with their values.
Translation: they'll show up — if it's worth it.
Experience Over Excess
This shift isn't about rejecting fun but redefining what fun looks like. For Gen Z, it's less about screaming over the sound of a headliner and more about immersive storytelling, curated environments, and IRL moments that reflect their digital identities. (The Instagram wall still matters — but only if it's cool and meaningful.)
What This Means for Brands & Creators
If you're curating experiences, producing events, or even thinking about how your brand shows up in the real world, here's your cheat code:
Think small to go big. Micro-events with macro energy win hearts.
Design for connection, not just consumption. Surprise and delight, yes — but make it personal.
Prioritize purpose. Whether it's sustainability, inclusivity, or local impact — Gen Z notices.
Go hybrid. The post-event content is part of the experience.
Festivals aren't going anywhere, but Gen Z is rewriting the rules. They're not anti-festival — they're just pro-meaningful fun. If you want to meet them where they are, think less crowd control and more connection. Less chaos, more curation. Less VIP wristbands, more shared energy.
And does your event make them feel something real? That's the new main stage.