For a young generation, hungry to explore the world, IRL is an unrivalled opportunity to access shared experiences, designed around their cultures. But it’s also a reflection of their identity. “Show me where you go and I’ll find out what you are.” It demonstrates their passions, circles, the people they admire, the fandoms they connect with, the brands they buy. It gives a view into their full wealth of self. 90% of Gen Z wants to engage with brands that are connecting with audiences through both URL + IRL channels, reflecting the way they interact with one another. It gives the audience a chance for a two way conversation dynamic and the brand a chance to showcase how their values marry up with their target demographic.
Even chronically online passions see a demand for IRL interactions and digital communities very quickly transcend the boundaries of their comms and entertainment platforms. It allows them to build a tangible world where they can play a role together. And you know what they say, shared experiences make memories for life.