Turning Gen Z into creators through experiences

LondonInsights

November 1, 2024

This article first appeared in Creativebrief written by, Harry Wright, Strategy Director from our London studio.

As we continue to wade deeper into Joe Pine’s Experience Economy, consumers are seeking more memorable and meaningful interactions with brands. And, with Gen Z now poised to become the largest and wealthiest generation in history, according to a recent report by NielsenIQ, it’s crucial for brands to design experiences that capture their attention specifically.

With an abundance of experiences to choose from, Gen Z are not only spoiled for choice but they’re also redefining how they engage with these experiences. They’re no longer content with simply consuming; they want to create, co-create, and collaborate with brands. Tapping into this desire to become a potential tastemaker offers an unparalleled opportunity to foster loyalty and engagement in ways that resonate deeply with Gen Z.

Creators over consumers

In late 2022, Index Ventures shared an article about Dylan Field, the Co-Founder of Figma, noting that 75% of Gen Z aspire to be creators rather than simply consumers. While this number may sound a little high, further studies support this sentiment. A 2023 Morning Consult survey found that nearly 60% of Gen Z wanted to be influencers, compared to just 41% of all adults. This gap points to an underlying generational tension: while Gen Z views content creation as a natural extension of their identity, older generations often see it as a hobby or niche pursuit.

YouTube reinforced this divide earlier in the year, reporting that 65% of Gen Z consider themselves to be video content creators. While the sample size was small, it further illustrated the platform’s appeal to Gen Z’s creative ambitions. The difference between Gen Z and older generations becomes even more apparent when considering that only one in five adults aged 41-56 see themselves as creators.

This generational divide provides brands with an opportunity to align themselves authentically with this discerning demographic by curating experiential moments designed to enable Gen Z’s need for creative expression. With that in mind, it’s no longer enough for brands to simply offer experiences; those experiences must empower Gen Z to become co-creators, allowing them to feel a sense of ownership and participation.

Reimagining experience

This means rethinking how traditional experiences are structured. Brands should aim to create environments where Gen Z can easily engage and generate content, whether that’s through beautiful aesthetics, unexpected locations, or collaborations with hyper-relevant talent. These elements don’t just encourage participation – they turn brand experiences into highly shareable moments, perfect for platforms like TikTok and Instagram.

Take Visa’s Live at the Louvre campaign, for example. By transforming the iconic Louvre into a live performance space, Visa created an unforgettable experience that was not only visually stunning but also highly interactive. The event was a magnet for Gen Z creators who were drawn to the mix of high culture and contemporary flair. The result? Endless streams of user-generated content that amplified the event far beyond the attendees, reaching a global audience through social media.

Do it for the ‘gram

To replicate this kind of success, brands should focus on creating highly ‘Grammable’ moments, ensuring that every touchpoint within the experience is optimised for content creation. From photo-worthy backdrops to interactive installations, brands must make it easy for Gen Z to capture and share their involvement.

In addition, working with hyper-relevant talent – whether that’s partnering with influencers or showcasing rising stars – can help brands create experiences that feel authentic and exciting to Gen Z. These collaborations add a layer of credibility and cultural relevance that’s crucial to winning over this savvy audience.

Beyond just creating experiences, brands have an opportunity to drive unprecedented levels of engagement by inviting Gen Z to co-create the future with them. Customer co-creation, whether through interactive touchpoints or customisable products, offers Gen Z the chance to feel directly involved in shaping the brand experience. This taps into their desire for authenticity and gives them a sense of ownership, driving deeper engagement and brand loyalty because they not only feel included but they feel invested as well.

By empowering Gen Z to become co-creators, brands not only address their unmet needs but also turn them into advocates, amplifying the brand’s message organically through user-generated content. As Gen Z continues to shape the future of media and consumer behaviour, brands embracing this creator-first mindset will be the ones to thrive.

In today’s experience economy, transforming Gen Z from consumers into creators is key to capturing their attention and loyalty. By understanding the generational tensions at play and offering experiences that make Gen Z feel seen, heard and understood, on an individual level, brands can position themselves at the forefront of this shift. It’s about offering them something far more engaging than a passive experience – brands need to offer a platform for creation. And in doing so, they’ll tap into the powerful potential of the next generation of creators.

Behind the piece

Harry Wright

Strategy Director
Imagination London

Harry is our go-to guy for solving tricky experience and marketing problems for clients with his niche yet hyper-relevant insights and enthusiasm for deeper consumer engagement.

Focusing on making memorable moments, his mixed background of creative, digital, project management and marketing (what can he not do?), all goes into creating activations that resonate.

When most of us were obsessed with sourdough during lockdown, Harry had another fixation… crickets. With his best mate, he set up the UK’s first insect based seasoning range, Short-Horn.