Small, in-person events are becoming more popular, and community leaders may be the new influencers. As Gen Z and Millennials look for third spaces and a break from endless screen time, they’re turning to curated gatherings—like run clubs and reading groups—led by everyday community hosts. The word about these events is often getting out through social media, but sometimes on personal accounts or small announcement profiles, not through major event planners. According to YPulse, 65% of 13-39-year-olds now say they prefer recommendations (which can include new hobbies to try and spaces to visit) from small creators over big-name influencers. At the same time, YPulse data shows 79% of 13-39-year-olds are interested in attending IRL events in the next six months. Brands are starting to catch onto this trend, and are partnering with local hosts to create authentic events. And as influence shifts offline, the people creating real connection in their communities are gaining just as much relevance as those with high follower counts. (Vogue Business)
👀 Read more from YPulse: Forget Staying In—Young People Are Going Out For These 3 IRL Experiences
