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A new survey by Secret Sounds Connect says that Generation Z (Gen Z) prioritises happiness and social connection over traditional success markers like career achievement and home ownership.

Gen Z is generally defined as the demographic cohort born 1997 to 2012, however the research study only includes 16 - 27 year olds.

The study, titled Love Song, was conducted by the Live Nation Entertainment group’s commercial arm in partnership with Pollinate. It surveyed 2,680 respondents across Australia and New Zealand to explore the cultural zeitgeist shaping the future.

The research highlights a stark departure from the life blueprints of previous generations. A significant majority favour living in the moment and value friendships above career success (29%), marriage (13%), parenthood (33%), or property ownership (26%).

However, music remains a dominant passion, with 89% stating it integral to their identity and 70% attending live events monthly.

This explains a 79% surge in music ticket sales in 2023, the report says.

Secret Sounds Connect founder, Kristy Rosser said the study “provides invaluable insights into the world’s largest generation, highlighting a significant shift in priorities and underscoring the importance of connecting with Gen Z’s unique culture, values and passions."

It also uncovers an inclination towards experiences over material possessions, with 90% favouring this spending, and 94% on “personal joys”.

The mindset of living for today is driven by over half the respondents not being surprised by the prospect of the world ending in their lifetime.

Further insights include a preference for authenticity and individual expression, with 87% valuing being seen as 'authentic' over 'cool'.

The study also notes a shift towards more personal and private social media interactions, with 78% preferring private chats over public posts.

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