In March, StopPress reporter Zahra Shahtahmasebi attended the 2025 launch of Live Nation’s Love Song study which provides vital insights into the world of Generation Z. Live Nation’s Kristy Rosser delves even further into the data to compare this cohort in Aotearoa with their peers across the Tasman.
Since 2019, our annual Love Song study has helped countless brands drive their marketing strategies forward to reach the resilient, yet ever-evolving Gen Z. This year, we surveyed 1,300 Gen Z Kiwis and 1,217 Gen Z Aussies to not only uncover today’s trends but also identify the distinct behaviours and cultural attitudes that differentiate these markets.
Love Song’s insights offer invaluable strategic direction for brands looking to differentiate their approach in both markets and uncover untapped opportunities to connect with new audiences.
The trust equation: Cultural differences that matter
Gen Z Kiwis are less likely to trust brands than their Australian counterparts (18% vs. 23%) yet place higher trust in institutions like universities, banks and government (53% vs. 47%) and traditional media (31% vs. 28%).
When asked what builds brand trust, Gen Z Kiwis are more likely to demand that brands show “realness” and openness (34% vs. 27%). This need for transparency represents an opportunity for marketers to re-look at their strategies and abandon the “corporate polish” to see how they can authentically connect with Gen Z – particularly through their passions and lifestyle priorities.
Across both New Zealand and Australia, Gen Z trust musicians above family and friends, with music a core part of their identity. This personal connection between fan and artist sets a precedent for brands looking to drive fandom and utilise live music as an avenue to build brand trust.
Financial priorities: Pragmatism vs lifestyle
The research reveals clear differences in financial priorities. Gen Z Kiwis show higher concern about clearing debt in the short term (28% vs Australia’s 15%) while prioritising work-life balance more (40% vs 34%). Lifestyle takes precedence for Gen Z Kiwis with a higher priority on health and fitness (24% vs. 19%) and travel (33% – Travel was not highlighted by Gen Z Australians).
This practical approach to finances coupled with quality-of-life consciousness, creates an opportunity for brands to speak to both fiscal responsibility and lifestyle enhancement – a balancing act particularly relevant in the New Zealand market.
The power of live and social connection
Over 90% of Gen Z in both markets cite “real-life experiences” as most important with music festivals, dating IRL and run clubs topping their “What’s In” list. When compared to Gen Z Australians, Kiwis invest more time on their personal relationships (37% vs. 27%), prioritise social connection with friends at live music festivals (46% vs. 42%), and are less likely to attend live events solo (24% vs. 31%).
These insights suggest that marketers in New Zealand should consider social, community events and experiential activations to bring Gen Z into their world and drive long-lasting connection and loyalty. This in turn will drive shareable content across digital and social for long-lasting impact, reaching millions of eyeballs.
We see this incredible community connection through Live Nation’s Rhythm and Vines festival which brings together over 25,000 young Kiwis annually in Gisborne’s vineyards. As one of New Zealand’s most enduring music traditions, the festival creates an environment where brands can authentically integrate into a cultural moment that’s deeply meaningful to Gen Z. Half of Gen Z Kiwis say functional support by brands is most important when it comes to activating on-ground which we have seen through our long standing partner One NZ and their iconic VIP area with side of stage viewing and Uber One with a dedicated lounge for festival goers to unwind and recharge their phone.
Universally, it’s clear that real moments happen when brands go beyond traditional sponsorships to curate and co-create experiences and content alongside Gen Z. This generation is not passive, they are actively looking to discover new music, experiences and communities. Understanding their passions and need for authentic connection is critical to gaining trust and showing up to create cultural moments that matter.
