Brands in Australia face a stark reality - only one in four Gen Z consumers trust them

Live Nation Australia has revealed a stark reality for brands trying to engage Gen Z - only one in four trust them. 

Instead, the generation known for being digital natives is turning away from social media algorithms, leaning into nostalgia and placing real-life experiences and music at the centre of their identity.

The ‘Love Song’ report, an annual study conducted by Connect by Live Nation, surveyed 4,656 Australians, including 1,217 Gen Z respondents, making it one of the most comprehensive analyses of the generation’s cultural shifts. 

While Gen Z has grown up in a hyper-digital world, 92.3% say they actively crave real life experiences, with over half dedicating the most time and energy to music over any other aspect of their lives.

Kristy Rosser, senior vice president of marketing solutions at Live Nation Australia, said the findings offer clear direction for brands looking to connect meaningfully with this audience.

“These insights provide clear direction for brands seeking genuine Gen Z connections," Rosser said. "Success lies in crafting authentic experiences that facilitate real connection—whether through live music events, nostalgic storytelling, or genuine artist partnerships. Brands that blend these elements while maintaining transparency will resonate more strongly with this perceptive generation.”

Authenticity over advertising

Despite being one of the most brand-conscious generations, Gen Z is also one of the most sceptical. Just one in four trust brands, and 58.2% say transparency - such as openly sharing how products are made, priced or sourced - is the most critical factor in building trust. Authenticity and consistency follow closely behind.

Interestingly, Gen Z is pushing back against AI-driven recommendations, with two-thirds preferring personal recommendations for music, fashion and culture over personalised algorithms. While social platforms still play a key role in discovery, younger audiences are increasingly valuing human curation over machine-driven selections.

Live Nation’s research also found that music remains at the core of Gen Z’s happiness, with 88 percent saying music molds their personal identity and helps them navigate life’s uncertainties. 

“Gen Z fandom is rooted in deep connection and shared experiences with the community around them,” Rosser said. “Our research shows that fans actively seek this connection with brands, particularly when it comes to enhancing the culture and atmosphere of an immersive experience, such as live music. There’s no better way to build long-term trust and loyalty.”

How brands fit into Gen Z world

Unlike previous generations, Gen Z is more open to brand involvement in their cultural experiences, but only if it adds genuine value. The study found that the most welcome brand activations include functional support, such as phone charging stations at events, along with exclusive access, including presale ticket offers. 

Experiential activations that enhance rather than disrupt the event experience are also in demand, as are sustainability initiatives, which Gen Z expects as a given from brands.

The findings reinforce a broader shift in marketing strategy, where passive sponsorship placements no longer hold weight. Brands looking to build equity with Gen Z must play an active role in facilitating their experiences rather than just attaching their name to them.

For marketers looking to understand the next generation of consumers, the takeaway is clear - Gen Z doesn’t want brands to just sell them products. They want brands to align with their values, enhance their real-world experiences, and be transparent about what they stand for.