Consumers want unfiltered community.
What’s happening: An Eventbrite report found 79% of Gen Z and millennials are seeking out IRL events this year, craving authentic, unpolished gatherings for offline connection.
Stage fright. With sauna raves and run clubs on the rise, half of respondents are drifting from curated programming to impromptu gatherings like rooftop dance parties, surfing + beach bonfire, and forest bathing groups — preferring word-of-mouth invites over discovery platforms.
Craving social situations that don’t feel forced, younger generations are gravitating toward activity- and skill-based gatherings that take the pressure off.
Block party. Surging, fitness travel for marathons and HYROXes boost local economies, but close-to-home events yield social currency — 89% want events that drive neighborly connection, like backyard bashes and garden veggie swaps.
Here for it. Consumers are leveraging internet-born fourth spaces to be present and productive IRL. Activity-maxxing, run group coffeehouse crawls are up 233% in the US, while 46% of respondents are mixing alcohol with analog hobbies like sewing circles and pottery classes.
Takeaway: Technology killed the spontaneous hangout. Helping navigate social friction for the digital generation, operators can help reestablish authentic connection with unexpected fun.
