Tapping the pent-up energy of millennials and Gen Z

Live events and experiential marketing are heading in a new direction post-pandemic as young people demand more than mere entertainment.

A whopping 94% of Gen Z and millennials say they're planning to go to festivals, plays, museums and concerts this summer. Well, maybe not that many in reality, but certainly almost all of those in the Vice audience are intent on getting back to live experiences as soon as they can.  

“All that pent-up energy is on the brink of release, it's like a pressure cooker just waiting to go off,” Becky Dillon, vice president/experiential at Vice Media Group, said at Advertising Week Europe. 

“There will be huge breakthroughs in creativity and innovation when young people get together and share...

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