372. YPulse. IRL Events.
July 24, 2025
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In this episode, MaryLeigh Bliss of YPulse discusses their latest behavioral report on Gen Z and Millennials' renewed enthusiasm for offline, in-person events. As brands look to engage young audiences, the conversation highlights what marketers need to know to stay relevant — underscoring the importance of delivering experiences that are fun, inclusive, and memorable, setting the stage for stronger brand loyalty and cultural relevance.
Key Insights:
In-Person Attendance Is Back: 79% of young consumers plan to attend in-person events in the next six months—an increase from 72% in 2022.
Broad Age Appeal: The strongest interest comes from 25–39-year-olds, followed closely by 13–24-year-olds, showing that offline experiences appeal across generations.
Venue Vibes Matter: Gen Z favors large venues and concerts, while older Millennials gravitate toward smaller, more intimate settings.
Outdoor Events Preferred: Likely influenced by the pandemic, a majority of respondents prefer outdoor experiences.
Food + Fun: Millennials still love food festivals; Gen Z leans toward music festivals—but both generations want indulgent treats as part of the experience.
Rise of the Pop-Up: 72% are interested in brand pop-up events. Importantly, younger consumers want these experiences to be open and inclusive—not just for influencers.
Virtual Still Matters: While in-person is rising, virtual events remain important, particularly for males and people of color, who view them as safer and more inclusive.
Marketing Musts: Brands looking to engage should prioritize immersive, shareable, and accessible experiences that tap into young consumers’ desire for connection and authenticity.
YPulse is the leading authority on Millennials and Gen Z: tweens, teens, college students and young adults. They provide strategic insight to companies and organizations via their subscription-based syndicated research content as well as their custom research and consulting services. Staffed with a cross-functional team of researchers, marketers, writers, and technologists, they give their clients a 360-degree view of what it’s like to be a Millennial or Gen Z today.
As Chief Content Officer, MaryLeigh Bliss oversees YPulse’s syndicated products. Her role also involves acting as a culture and youth insights expert, consulting with brands to identify actionable insights, align young consumer strategy, and layer generational and youth knowledge over data findings.
MaryLeigh has worked with a range of brands, including Facebook, Hampton, Bravo, HBO, Target, Best Buy, and Gap, and has been quoted as a youth insights authority by publications including The New York Times, Digiday, Business Insider, and Adweek. She has appeared as a Gen Z and Millennial expert on Bloomberg News, Fortune, and NPR Marketplace, and been a speaker at many off-sites and conferences. MaryLeigh’s interest in youth culture originated from her love of YA literature and pop culture anthropology, and she is continuing her passion for decoding and demystifying the next generations of consumers at YPulse.
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MaryLeigh Bliss
YPulse