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Logging off and touching grass: The rise in IRL experiences among students
It seems that Gen Z is over scrolling into oblivion.
With attention spans shrinking to match the quick -hit nature of TikTok videos, and phrases such as “doom scrolling” now being added to the dictionary, it’s clear the digital age has taken it’s toll.
So what’s the antidote? Touching grass…
And honestly, can you blame them?
Gen Z students are constantly juggling screens, with the average UK student spending 7.2 hours a day on digital platforms. A staggering 83% of Gen Z students using multiple screens simultaneously.
But as they set screen time limits and put their phones in lockboxes, they’re not retreating into isolation. Instead, they’re reigniting the ‘experience economy’.
Mastercard research reveals that Gen Z are making up for lost time during the pandemic, with spending on in-person experiences rising by 65% between 2021 and 2024 – whether it’s signing up for puppy yoga, heading to a padel court with flatmates or even booking tickets to an end of year summer ball – students are now digging deeper into their pockets for in-person experiences.
For students these activities are no longer just a way for students to spend their free time; they have become an extension of their identity.
In fact, according to Mastercard 48% of students will even go as far to pay more for an event if it aligns with their core values -whether that’s equality, environmental and healthcare.
As such, a recent study by Vice found that Gen Z now hold higher expectations for experiences than ever before:
- 84% will attend an event if it resonates with their interests
- 73% will go if it reflects their personality
- 64% will attend if it aligns with their lifestyle
What does this mean for brands?
As Gen Z embraces the IRL awakening, native’s latest insight reveals that 87% of students believe it’s important for brands to engage with them in person, and a whopping 93% would be more likely to attend campus events if their favourite brand were involved.
Whether it’s connecting with students during heavy hitter moments , like Freshers Week, or little glimmers of excitement, like SU elections, 44.5% of students would attend all-year round marketing moments.
Take, for example, Lounge Underwear’s limited-time Boob Box pop-up at UK universities in October, breast cancer awareness month. Even outside of ‘traditional’ peak traffic moments, students at the 5 chosen campuses were ready to engage, contributing 11.25% of the total raised in the wider campaign, raising £45,000.
Or, even Student Minds’ one-day stall activation at The BIG Student Lock-in. Despite the event taking place in February, a month typically filled with exams, there were more than 8,000 tickets sold, allowing the charity to exceed their goal of 100 sign-ups for their new student platform.
The key takeaway? Gen Z is embracing in-person moments that resonate with their identity, and brands have a unique opportunity to tap into this trend, creating meaningful connections that last well beyond the event itself.
Ready to kick start your next student marketing campaign?
With unparalleled access to 56 Students’ Unions across the UK, native is your gateway to meaningful year-round engagement through our NEW themed campus events.
From Spring into Student Shopping to Game On Fairs, there’s a space for every brand to create lasting impressions both on campus and beyond.
Get in touch with a native media expert to discuss your next campus tour.