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- Behavioral
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- Behavioral
North AmericaWestern Europe
Experiences Report
Are Gen Z and Millennials actually getting out more—or is the economy keeping them home? When it comes to brand pop-ups and experiential marketing, what does it actually take to get young people to show up? And in a world where every event doubles as a content opportunity, how much does photo potential really factor into the decision?
In YPulse’s 2026 Experiences Report, we dive into what’s driving the surge in in-person event interest, how FOMO and photo potential shape which events young people actually show up for, the growing appetite for brand pop-ups and experiential marketing, and what it takes to earn a spot on Gen Z and Millennials’ social calendars.
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- What's driving the four-year high in in-person event interest—and which types of experiences young people are most eager to attend in the next six months
- How FOMO, photo potential, and community connection shape which events young people show up for, post about, and inspire others to attend
- Why brand pop-up interest is surging—especially among teens—and what brands need to get right to earn a spot on young people's calendars
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Report length: 18 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded May 2026. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in May 2026.
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The Data File includes the full list of in-person experiences young consumers are interested in attending, which summer movies they’re planning to buy tickets for, whether they have a concert or festival on the books this year, their full views on brand experiences and pop-ups, virtual event preferences, and more.
The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, POC, Country, Urban/Rural Status, LGBTQ+, Parent, Household Income, Political Leanings, and In-Person Event Interest.