Love Song reveals what is shaping Gen Z in New Zealand

AUCKLAND, Today: Connect by Live Nation has released its annual Love Song study, showing Gen Z is becoming more selective with attention and more interested in meaningful real-world experiences.

The New Zealand study surveyed 1,682 people and paints a detailed picture of how Gen Z is engaging with culture, fandom and live experiences in a more fragmented world.

According to the research, 73 percent of Gen Z are becoming more selective about where they focus their attention, while 79 percent are looking for more meaningful real-world experiences.

At the same time, 77 percent say trends move too quickly, leaving many feeling overwhelmed by the pace of culture.

Nearly half now rely on curated spaces like playlists, creators and events to help them navigate that world, with a growing push for tech to support discovery and connection rather than distraction.

When asked what is trending in fan culture for 2026, live music came through as a major social and community hub.

The study found 89 percent would feel comfortable attending gigs solo, while 93 percent are interested in meeting new people in real life at music gigs.

Another 84 percent say they want to find community and online friends through music fandom.

“At its core, Love Song shows that ‘fandom’ is central to Gen Z’s identity,” said Kristy Rosser, Senior Vice President – Head of Media & Sponsorship at Live Nation Australia and New Zealand.

“At its core, Love Song shows that ‘fandom’ is central to Gen Z’s identity.” – Kristy Rosser, Senior Vice President – Head of Media & Sponsorship, Live Nation Australia and New Zealand

“They actively seek out live experiences to create their own cultural moments and be fully present – making it a unique opportunity for brands to engage meaningfully through curated experiences or community-building initiatives.”

The research also points to a broader shift from one-off event moments to an always-on fan journey that starts well before the show and continues well after it ends.

Nearly all Gen Z surveyed, 96 percent, say pre- and post-event moments are just as important as the event itself, opening up more opportunities for brands to connect across multiple touchpoints.

Self-expression is also playing a major role, with 84 percent saying artist-aligned fashion is central to the experience.

Physical keepsakes remain important too, with 88 percent saying ticket stubs and wristbands matter as tangible reminders of the event.

“Gen Z’s engagement with live experiences isn’t confi ned to a single moment – it’s an ongoing lifecycle,” said Rosser.

“Physical merchandise has never been more important, and participatory elements such as posters and autographs are making a strong comeback. For 1 The ‘Love Song’ Study was conducted by Connect by Live Nation from 18-25 February 2026 in New Zealand, weighted to Stats NZ population benchmarks.

“It spans Zoomers to Boomers (18 to 65+). brands, this creates an opportunity to show up meaningfully across the full journey, building deeper engagement, long-term brand affi nity and authentic cultural connection.”