Summer is just around the corner and with the arrival of summer the festival season should also begin. However, it seems that the massive music festivals for which Generation Z drinks so much will be rather sparse in 2021 (after almost all events of a physical nature went down the drain in 2020).
In this new context, the youngest people contemplate in a completely different way an industry (that of festivals) in which they once invested money in abundance. And the gaze of the centennials also inevitably changes when brands that see fit to advertise in this type of environment are in the pillory.
All these changes (of an absolutely seismic nature) are what Festivalfire puts under the spotlight in a study recently carried out in Germany in which 5,000 young people with an average age of 24 years took part.
From Festivalfire’s report it is inferred that Gen Z is a huge music festival enthusiast. Not surprisingly, millennials and centennials attend an average of 3.2 festivals each year.
Centennials are irreducible fans of music festivals
The youngest’s fondness for festivals goes hand in hand with their strong appetite for travel. 33% make national trips to attend festivals, 28% do so on a European scale and 10% even embark on long-distance trips.
On the other hand, 89% of young people prefer music festivals that take place over several days to those that take place in a single day. In fact, 86% of young people belonging to Generation Z associate festivals with summer holidays (because of their often long duration).
In the experiences born in the heat of music festivals, social networks obviously play a fundamental role for centennials. 45% account for the experiences lived there on Instagram, Facebook, TikTok and company.
Despite the restrictions imposed by the pandemic, 81% of young people want to continue attending physical events even if it is looking for alternatives to the formulas of the whole vineto. 70% opt, for example, for festivals that take the form of gigantic drive-ins.
Brands that make their way to music festivals (both offline and online) have a lot to gain
Even so, 34% would willingly accept to attend festivals in their most massive version despite COVID-19, while 19% admit to having participated in events of an illegal nature during the last year.
Despite the (forced) strength experienced in the last year by digital events, the truth is that digital natives paradoxically deny them in a majority way. Only 4% of centennials would participate in a festival entirely online and pay for it.
The perception of online events improves, however, ostensibly if you attend them in company. 34% would meet their friends if they participated in an online festival. And 54% admit to having bought products from brands that are advertised at digital events.
In 2020, the brands that Generation Z most focused on at festivals of a digital nature were Jägermeister (29%), Pioneer (10%), Nike (5%) and Red Bull (4%). Thus, these visibility figures seem hopelessly small if we compare them with those of 2019, when Jägermeister enjoyed, for example, a visibility index at festivals of 80%.
The good news? That while 70% of young people will no longer trust online events once the pandemic ends, brands will be able to reactivate their sponsorships at music festivals with the security (almost 100%) of reconnecting with their target (eager, after all, for this type of event to be retaken).