With Millennials out the door, the new group that everyone is talking about is Gen Z. For us this means a new target audience and our next big challenge; how can we adapt events to stay relevant for upcoming generations?
Born between 1995 and 2005 this group make up a surprising quarter of the UK population and with the oldest of this group approaching their 20s (and with ever increasing incomes) every brand wants a piece of the pie. Along with their aspirational and ambitious characteristics, this is a force to be reckoned with.
Gen Z are hyper-sensitive to visual stimuli and relish in personalised activities. This provides the perfect opportunity for experiential campaigns to swoop in and excite with a fully immersive adventure. A great example of a multi-sensory experience is the Krispy Kreme Hole in the Wall campaign. This pop-up ‘doughnut ATM’ meant guests could think, feel, smell and taste a limited edition Krispy Kreme day or night when they unlocked a hatch with a secret personalised code - creating a very unique and memorable experience.
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Building the buzz around your event with the power of social sharing is critical when looking to attract a Gen Z audience. This market arrived into the world on social media with a smart phone in their hand and tablet under their arm. They thrive off visual social platforms such as Instagram, YouTube and Snapchat and grew up communicating in the digital age, displaying their lives through social. They are a generation who want to show their peers what they are up to and tapping into this desire to share is a very effective way to spread the word about your event.