Secret Sounds Connect, a division of the Live Nation Entertainment group, has unveiled the findings of its large-scale study, 'Love Song', which delves into the attitudes and behaviours of Gen Z in Australia.

The study gathered responses from over 2,680 Gen Z participants across the country to reveal a significant shift in Gen Z's priorities compared to previous generations.

Traditional milestones that follow the 'life blueprint' of their predecessors are being deprioritised, with a focus on living in the moment, being happy and bonding with friends above being successful in their career (29%), getting married (13%) having kids (33%) or buying a house (26%).

This shift might be explained by more than half of Gen Z indicating they would not be surprised if the world ended in their lifetime, with 81% noting that they focused on trying to "have as much fun now and let the future look after itself”.

Music emerged as a leading passion for Gen Z, with 89% stating it's integral to their identity and 70% of respondents attending a live music event at least once a month. The study also found that Gen Z trusts music artists second only to friends, with a trust level of 79%.

The study also revealed that 94% of Gen Z prioritise things that bring them joy, with 90% preferring to spend money on experiences over possessions, while 66% of Gen Z are saving for an experience or travel over long-term assets such as a house or car.

Additional insights from the study include a preference for real life over digital life, the rise of 'being weird' as a norm, and a shift towards private chats over public posts on social media. TikTok creators are trusted more than Instagram influencers, with trust levels at 36% versus 26%.

Secret Sounds Connect Founder and Senior Vice President, Marketing Solutions & Client Services at Live Nation ANZ, Kristy Rosser, Founder, said: “Our annual ‘Love Song’ study provides valuable insights into Gen Z, the world’s largest generation, which is continually being shaped by global events and the economy. There has been a marked shift in priorities when comparing Gen Z to previous generations. ‘Love Song’ helps brands stay up to date with trends, and to understand and connect with Gen Z culture, values and passions.”

Live Nation and Secret Sounds Connect Strategy Lead for Partnerships, Frances Deighton, said: “We’re committed to helping our partners stay at the forefront of what youth audiences value so they can place their brands at the heart of the cultural moment. The world and consumer tastes change so quickly and brands need to continue being dynamic and adaptable when it comes to reaching Gen Z audiences."

The 'Love Song' study was conducted in partnership with Pollinate, a strategic research consultancy.