Features
UK Survey: Gen-Z Audiences Open To Brands & Products At Festivals
AEG Global Partnerships, the sponsorships arm of AEG Europe, has conducted research amongst festivalgoers at this year’s edition of American Express presents BST Hyde Park, which suggests that “Gen-Z audiences are more receptive to new brands, products and experiences,” as a press release on the research findings sums it up.
Each Monday following the three BST Hyde Park weekends, AEG Global Partnerships sent out an online survey to ticketholders via email, to which a total of 2,727 aged 18 and above responded.
83% or respondents, or more than four in five of those aged between 18 and 34 said, they valued brands that offered exclusive perks or discounts at the live events they attended.
Three quarters (76%) of 18-34 year olds agreed, that they were more likely to purchase or use products from brands that offered a chance to win tickets to live music events, meaning “just the possibility of being able to see their favourite artists live is enough to tempt young music fans towards brands,” according to the press release.
See: AEG Europe Shares BST Hyde Park Sustainability Plan
According to Paul Samuels, executive vice president at AEG Global Partnerships, “Gen-Z is one of the hardest audiences to reach, but when they are at live events, they are more open-minded to new ideas and products, which presents a great opportunity for brands to grow their customer bases.
“Ultimately, people come to festivals to have fun, and brands that can help to take the experience to the next level are valued and remembered long after the event is over, resulting in long-term loyalty.”
According to the findings of AEG Global Partnerships, being associated with a festival can change brand perception across all age groups, not just Gen-Z.
“Among attendees that recalled a brand at BST Hyde Park, the perception of the brand as ‘exciting and fun’ soared by 61 per cent, while the view that the brand is ‘different from other brands’ increased by 51 per cent. Brands that were recalled on site by fans also experienced an average trust uplift of 36 per cent,” the summary of the research findings continues.
Samuels said, “the latest IPA Bellwether report showed that brands are recognizing the value of events and revising their budgets upwards to take advantage of the benefits they offer. Events partnerships are incredibly versatile, allowing brands to shape their activations in a way that builds on their overall brand or marketing objectives – and with a well-loved and respected festival like BST Hyde Park partners also benefit from a halo effect when it comes to how they are perceived by fans.”