Anxious Gen Z still hopeful on creator economy
Almost half of Gen Z believe that becoming a content creator is a credible option, according to a survey released by Live Nation’s agency Connect.
Releasing its annual ‘Love Song’ study of more than 4000 Australians on Friday morning, Connect by Live Nation found that Gen Z (born 1996 – 2010) were easily the most anxious generation surveyed (around 33% anxious to 15% Gen X).
They were also the most hopeful when it came to the creator economy, with 45.5% saying yes to the questions “I agree that being a creator is a credible career choice.”
The survey also delved into brand relationships, with only in four Gen Z trusting brands. Over half (58.2%) highlighted transparency as the most important attribute for building trust, followed by authenticity and consistency.
Gen Z are more appreciative than other generations of personal recommendations when it comes to music, fashion, and culture, also built on the notion of trust.
93.5% of Gen Z are also seeking comfort and connection with nostalgia, which has emerged as a key trend in recent years.
The research also found that Gen Z are still strong believers in heroes and role models — more than any other generation — with over half citing musicians as the most trusted in their lives, after family and friends.
And despite being digital natives, an overwhelming majority of Gen Z are craving more real-life, in-person experiences (92.3), with over half (58.8%) saying they will dedicate the most time and energy to music.
Following music in priorities is career (37.8%), relationships (27.2%), and health (21.1%).
“These insights provide clear direction for brands seeking genuine Gen Z connections,” said Kristy Rosser, senior vice president – marketing solutions and client services at Live Nation ANZ.
“Success lies in crafting authentic experiences that facilitate real connection – whether through live music events, nostalgic storytelling, or genuine artist partnerships. Brands that blend these elements while maintaining transparency will resonate most strongly with this perceptive generation.”
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
The phrasing in Live Nation’s survey – 45% of Gen Z describing a creator career as “credible” – feels designed to manufacture outrage, insinuating that many of Gen Z think they have a likely shot of making it.
The odds of sustained success in content creation are vanishingly slim, but the same is true of acting, music or sports. We admire the efforts of people who succeed in those fields – is that not the mark of a credible career?
Every generation has its share of unlikely dream jobs – can we just give up with the clickbait?
User ID not verified.
You little twerps need to learn the value of hard work. In my day….
User ID not verified.
Strongly suggest having a Plan B 🤣
User ID not verified.
Have your say