We are in the throes of a loneliness epidemic. A recent survey by Sky News revealed more than a third feel lonely with the figure rising to half among Gen Zs. Covid and social media are largely responsible for this connection deficit and young people are even turning to ‘friendship applications’ on Facebook and Tik Tok according to the MailOnline.

So, what can brands do to provide the sense of community their audiences are craving? Create compelling IRL experiences where people can meet up and connections can be forged. Millennials fuelled the ‘experience economy’ and while we questioned whether digital native Gen Zs would be responsible for killing it, the good news is they haven’t. In fact, Gen Z has a strong desire for community and is crying out for close IRL connections more than ever before.

A survey from Eventbrite revealed 66% of Brits aged 18-34 said they felt ‘more fulfilled by live experiences than purchasing an item of the same value’, and 62% said they planned to spend more on experiences, not possessions over the next year. So, while marketers had (understandably) funnelled time and budget into purely digital tactics, it’s safe to say this is now shifting and IRL events are back… with a boom.

But like with most things, evolution is key to survival. Events are no longer just about bagging tickets – that’s just the beginning. It’s about what happens at them that counts - meeting people, making connections discovering shared passions, forging new friendships, and finding communities (digital and IRL) to join. So how can brands foster a sense of connection and community when creating an event?

Sit strangers together

Immersive dining experience, Gingerline, has just returned to the UK after a four-year break with its latest adventure ‘The Grand Expedition’, and does this incredibly well. Gingerline actively positions itself as an event where attendees can meet new people. It purposefully puts strangers together to spark conversation and friendship, which hopefully blooms beyond the event.

Bringing people together over shared passions 

Passions and hobbies have the power to open us up to like-minded people, and brands should lean into this. Fork n’ Film, an ‘eat what you see’ event, gives guests a chance to enjoy the food from their favourite films as the culinary action unfolds on screen. Having just launched in the UK, the experience brings people together over their love of food and movies.

Spark curiosity and conversation

Interestingly, Eventbrite’s 2024 forecast also predicts immersive, experimental and interactive events in particular are big news in 2024 – think speakeasies where passwords are needed to enter, theatrics that whisk you into other magnificent worlds, multiple rooms filled with surprises to discover and even encouraging guests to dress the part.

Such experiences have the power to create curiosity, drive discovery and ultimately spark conversation between guests. We’re already seeing this with The Jongga Flavourverse, a three-week, interactive K-wave style event celebrating Kimchi, which transported attendees to South Korea through sights, sounds and flavour.

Similarly, the Capital welcomed ‘The Balloon Museum’ (as featured in ‘Emily in Paris’) at the end of last year. Attendees journey through various rooms to be surprised and delighted by interactive and often Instagramable installations including a ball pit the size of a swimming pool, which simply sparks pure joy.

As brands target Gen Z, they need to look carefully at this newer audience and what makes them tick. As ever, brands should continue to deliver on what they promise.

For now, we can see fostering a sense of community, connection and belonging, is key to help combat loneliness rife within this age group. But as always, brands should ensure they can deliver on what they promise. While Glasgow’s now infamous Willy Wonka event had every intention of creating curiosity, sparking joy and creating community, the end result was anything but a world of pure imagination.