Uncover the spending patterns of Gen Z, as revealed in a recent Ad Age article, "Gen Z Overspends at Concerts and Games—How Marketers Can Reach These Fans at Live Events," which showcases insights from MERGE's latest research study.
A key finding: while generally cost-conscious, 86% of Gen Z consumers are splurging on concerts and sporting events, enticed by the excitement of live experiences and impulse buys.
These insights are crucial for brands aiming to tap into Gen Z's spending trends. By crafting engaging, experience-driven marketing strategies, brands can connect with this audience on a deeper level.
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