As you’re planning events in 2026, tapping into Gen Z is essential to your strategy. Born between 1997 and 2012, Gen Z brings fresh energy, distinct values, and digital savvy that can shape the future of events. To effectively reach and engage them however, you need more than traditional advertising. You need purpose, shareable experiences, and an authentic marketing approach that meets them where they are. In this article, we’ll explore the best way to market to Gen Z and produce events that resonate with them. We’ll also show how using Leap’s solutions can help bring these ideas to life.
Understanding Gen Z’s Mindset & Preferences
To successfully market events to Gen Z, organizers first need to understand what motivates them. After all, this generation approaches brands, experiences, and spending decisions differently than those before them.
Values First
Gen Z is one of the most values-driven generations. Research consistently shows that authenticity, social impact, and purpose lead their decision-making. Sources like The ODM Group, The Castle Group, and Event Espresso highlight that Gen Z expects brands to “walk the walk,” not just promote polished marketing messages. More specifically, this generation:
- Avoids overly salesy content and looks for genuine communication
- Pays attention to sustainability efforts, inclusion, and community contributions
- Wants transparency pertaining to topics like what your event stands for, how it’s run, and how it impacts the community
Clearly communicating your purpose and the value your event brings isn’t optional for Gen Z – it’s expected.
Trust & Brand Engagement
Trust is a key driver of engagement for Gen Z, and when a brand earns their trust, they are highly loyal.
According to the Freeman + Edelman Gen Z Report, 71% of Gen Z say their trust in a brand increases after attending a live event. This reinforces that experiences, not just messaging, shape their perception.
To build credibility with this group:
- Be transparent about your operations and event logistics.
- Share your sustainability commitments and social good initiatives.
- Show how attendee dollars contribute to real-world impact.
Live events are where trust is built, so use them to strengthen your event’s long-term brand connection with Gen Z.
Blending the Physical & Digital Worlds
Unlike previous generations, Gen Z has grown up with advanced digital technology. They expect events to incorporate digital aspects – not just as add-ons, but as elements woven into the live experience.
That doesn’t mean you should host everything virtually. On the contrary, in-person experiences remain the most powerful. However, wherever possible, incorporate digital elements into your physical event, such as QR codes, event apps, interactive digital activations, or seamless mobile engagement.
At the same time, Gen Z tends to be cost-conscious. A well-designed ticketing or price structure, paired with clear value, can encourage attendance without eroding perceived value.
Where Gen Z Discovers Events (Channels + Content)
Understanding where Gen Z finds events is just as important as how you promote them. Their discovery journey is heavily social, peer-driven, and rooted in digital-first platforms.
Social Media as Discovery Hubs
For most of Gen Z, events aren’t discovered through flyers or ads; they’re discovered first in their social media feeds. Platforms like TikTok and Instagram are central to how Gen Z finds events. According to Ticmint, these platforms double as entertainment sources and research tools.
Content that performs well includes:
- Short-form video teasers (Reels, TikToks)
- Behind-the-scenes content and attendee stories
- UGC reposts and creator collaborations
- Interactive content like polls, quizzes, and countdowns
If you want to reach Gen Z early and often, social media is where you need to be.
Messaging Apps & Peer Recommendations
Word-of-mouth is a primary way this generation decides to attend an event as well. According to Ticmint, about 21% of Gen Z discover events through messaging apps like WhatsApp or Snapchat. In addition, about 60% rely on peer recommendations when buying tickets. This generation listens to their friends more than brands, meaning shareability and easy “send this to a friend” moments are essential in your marketing.
Live-Streaming & Community Platforms
Even if your event is rooted in an in-person experience, consider live-streaming parts of it, especially for friends who can’t attend or for fans across the globe. Live video content keeps the excitement going, extends reach beyond your physical venue, and can create a sense of inclusion among those watching from afar. Using live streams to announce performers, drop exclusive updates, reveal event setups, or offer sneak peeks can help build excitement in real time.
Creating pre- or post-event community spaces (on platforms like Discord, community forums, chat apps, or event apps) helps sustain connection and builds your loyal following beyond a single event.
Designing Event Experiences Gen Z Will Love
For Gen Z, the event experience itself is the brand. The most successful events are intentionally designed to be participatory, shareable, and aligned with their values.
Interactive & Experiential Design
Gen Z wants to actively participate in your event, not just attend. For example, if you’re hosting a conference, swap lecture-style or “stand-and-watch” formats for hands-on activities. Sources like National Event Connection and The Castle Group emphasize giving Gen Z ownership of their experience so they feel like they’re playing a more active part.
Looking for ways to better engage this demographic? Some Gen Z event ideas for participation include:
- Sticker walls and co-creation spaces
- Live collaboration boards
- DIY activations
- Gamified experiences like scavenger hunts or QR missions
Hybrid & Digital-Native Experiences
True engagement often comes from blending physical and digital elements of your experience together. Based on insights from The Concierge Club and PurplePass, you can elevate your experience by offering:
- Hybrid-friendly participation options (e.g., livestreamed components or virtual add-ons)
- Mobile apps, RFID wristbands, or smart badges to unlock personalized moments
- AR filters or VR previews to help market the event
When it comes to AR specifically, marketing thought leaders note that this interactive technology makes experiences more memorable and shareable, which is exactly what Gen Z gravitates toward.
Social-Media-Ready Moments
Gen Z increasingly documents their lives and events to share with others. Therefore, you should design your event with shareable moments in mind to turn these attendees into advocates for your brand. Examples that perform well:
- Branded backdrops
- Neon or LED installations
- Themed photo stations
- Short, visually striking activations designed to be filmed
The key here is to have well-designed moments that make them excited to snap some photos or make a quick video. After all, it’s easily shareable, Gen Z will help promote it for you!
Purpose-Built In
Gen Z expects more than entertainment. They care about social responsibility, sustainability, inclusivity, and genuine impact. Therefore, the kinds of events that resonate with them most are ones that incorporate eco-friendly practices, social causes, charitable activism, or community-building. Here are some ideas:
- Recycling and composting stations
- Low-waste materials
- Donation booths or charity partnerships
- Cause-aligned partners
Important note: This generation appreciates genuine purpose-driven actions over superficial claims. That means your commitments must be real and integrated authentically into your experience.
Wellness & Mental Health
This generation also values balance, mental health, and meaningful downtime. If it suits your event, consider including wellness zones, quiet spaces, chill-out areas, self-care sessions, and variety in programming so attendees can choose how they engage.
Marketing Tactics & Campaign Execution for Gen Z in 2026
Reaching Gen Z in 2026 requires flexibility, creativity, and authenticity. These tactics focus on building momentum, community, and long-term engagement rather than one-off promotion.
Influencer Partnerships
Gen Z tends to trust micro-influencers and creators with smaller, engaged followings more than public figures with large followings. These voices are perceived as peers rather than polished celebrities. Partner with these kinds of influencers at your events and give them creative control, such as letting them co-create content, host parts of the event, or run challenges. These authentic partnerships tend to outperform traditional paid-promo posts.
Limited-Time & FOMO-Based Strategies
Gen Z responds well to urgency and exclusivity, but the key is to be authentic about it. Early-bird ticket drops, limited VIP passes, “secret” activations, or exclusive content can drive more enthusiasm, especially when tied to real value or unique experiences. Countdowns, reveal campaigns, or staged teaser content on social media can help build anticipation while respecting Gen Z’s value for honesty.
Community Building
Think of your event as the start of an ongoing relationship, not just a single transaction. Build community. Create channels on social media, forums, or via your event app for attendees to connect, discuss, share ideas, and get hype for what’s coming. Use branded hashtags, user-generated content prompts, or interactive pre-event Q&As to boost engagement. After the event, keep the community alive by sharing highlights, encouraging feedback, and offering early access to future events. That kind of continuity builds loyalty that truly lasts.
Using Leap to Reach Gen Z & Drive Attendance
Understanding what Gen Z responds to is one thing; bringing those strategies to life is where many event organizers get stuck. The good news is you don’t need custom tech stacks or complicated workflows to deliver the kind of interactive, purpose-driven, and digital-first experiences Gen Z expects. Leap is designed to help organizers turn these ideas into real, engaging moments before, during, and after the event. From gamification and personalization to community-building and digital activations, Leap gives you the tools to meet Gen Z where they are, without adding operational complexity. With Leap’s attendee engagement, you can:
- Gamify your event space — Use the app to run scavenger hunts, interactive missions, or leaderboards to keep attendees engaged and motivated.
- Incorporate digital experiences into your live event — Link physical moments (check-ins, QR codes, live interactions) with digital touchpoints (push notifications, content reveals, personalization).
- Build community — Offer in-app social features that link off to where attendees can chat, connect, and continue engagement post-event.
- Support personalization & flexibility — Let attendees build custom schedules, opt into sessions aligned with their interests, and receive tailored recommendations via the event mobile app.
- Facilitate purpose-driven activations — Use our activations platform to highlight sustainability efforts, cause-based initiatives, or charity components as well as make participation in those causes easy and inspiring.
In short, Leap helps you implement many of the “Gen Z-preferred” features described above, without overcomplicating setup or user experience.
A Compelling Case Study
ZCON is a youth-focused conference designed to blend serious conversations with entertainment, inclusivity, and modern culture. Their mix of influencer panels, art, music, and community-focused programming has been widely praised for striking the right balance between authenticity and fun.
Attendees experience a wide range of interactive elements, from scheduled dance breaks and hula hooping to magician performances and DJ sets sponsored by Spotify, all designed to foster joy and participation. Beyond entertainment, ZCON emphasizes meaningful conversations around diversity, accessibility, mental health, and redefining online culture, ensuring the content resonates with Gen Z’s values and interests.
The conference also encourages direct interaction with creators and industry professionals, such as actresses Auli’i Cravalho and Chandler Kinney, as well as Paralympic champion Ezra Frech. Breakout sessions allow attendees to connect more intimately with organizations like Creator Camp, Altadena Girls, and Gen Z for Change, blending networking, mentorship, and collaborative learning.
Sponsors, including Coach, Cosmopolitan, E.L.F., and Amazon Prime, integrate purpose-driven activations subtly, supporting experiences rather than overshadowing them. ZCON’s approach demonstrates that blending entertainment, authentic discussion, and interactive participation can create a truly memorable event for Gen Z.
How to Market to Gen Z in 2026
Gen Z is a force to be reckoned with, shaping a new kind of live event culture that’s rooted in authenticity, participation, purpose, and shareability. If you want to reach them in 2026, you’ll need to meet them where they are: digitally savvy, values-driven, socially conscious, and hungry for real connections.
By combining thoughtful event design, engaging marketing tactics, and tools like Leap’s suite of solutions, you can create experiences that don’t just get people in the door, but build community, loyalty, and meaning.
Ready to design your next event to better target Gen Z? Leap’s attendee engagement solution can help you turn that vision into reality!
