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Forbes

The Future Of Festivals: Authentic, Sustainable, And Gen Z-Driven

For festival organizers, failing to cater to Gen Z means overlooking a rapidly growing consumer base with rising disposable income and a clear preference for values-based consumption. Born between 1997 and 2012, Generation Z is a digitally native, socially conscious group that prioritizes authenticity, sustainability, and purpose-driven experiences. Representing roughly 25% of the global population, Gen Z is on track to become the largest and wealthiest generation by 2030, with an estimated global spending power of $12 trillion. For festival organizers, failing to cater to this influential demographic means overlooking a rapidly growing consumer base with rising disposable income and a clear preference for values-based consumption. Compared to previous generations, Gen Z is significantly reducing meat consumption, driven by health, environmental, and ethical considerations. In fact, around 61% are willing to eat less meat, increasingly opting for plant-based or hybrid alternatives that align with their sustainability values. Their alcohol consumption habits are also shifting. At live events, Gen Z drinks approximately 25% less alcohol than Millennials and older cohorts, favoring alcohol-free options and sophisticated mocktails instead. To meet these evolving preferences, festival planners must implement advanced demand forecasting and inventory planning solutions—such as AI-driven predictive analytics—to stock appropriate quantities of vegan food, non-alcoholic drinks, and locally sourced products, all while minimizing waste. Circular inventory systems for reusable infrastructure further support zero-waste goals. Key Benefits: For Generation Z, sustainability is a core expectation—not a bonus. Research shows that 73% of Gen Z would boycott events with poor environmental practices, making transparency and measurable impact essential. Organizers can turn to technology platforms that monitor real-time ESG (Environmental, Social, and Governance) metrics—such as carbon emissions, waste levels, and water use. These tools enable festivals to track progress toward net-zero goals and communicate these efforts directly to attendees through apps or wearable devices, building trust with eco-conscious participants. Key Benefits: Gen Z expects events to reflect their values—not just in programming but in partnerships. As such, festivals must collaborate with vendors who meet clear standards for sustainability, ethical labor, and local sourcing. Digital supplier platforms can streamline this process, allowing organizers to vet, score, and onboard partners based on certifications and compliance. The result is a transparent, trustworthy supply chain that aligns with attendee expectations. Key Benefits: Generation Z is redefining the festival experience. Their preferences for sustainability, plant-based diets, low- or no-alcohol consumption, and ethical sourcing are prompting organizers to reevaluate long-standing models. By embracing advanced planning tools, real-time environmental tracking, and transparent vendor partnerships, festivals can deliver experiences that resonate with this powerful demographic—ensuring cultural relevance, audience loyalty, and long-term viability in a changing market. If you'd like to learn more, check out the comprehensive paper 'The Importance of AI in Supply Chain and Operations.'