Entertainment: Beyond the Beats: Gen Z Redefines the Glastonbury Experience, Prioritizing Wellness and Immersive Activities Over Headliners

Why it is the topic trending:

• Shifting Festival Priorities: The article suggests a significant change in what attracts younger generations to music festivals, with music potentially taking a backseat to other experiences.

• Glastonbury as a Case Study: The iconic Glastonbury Festival is used as a prime example to illustrate this evolving trend.

• Social Media Reaction to Lineup: The strong negative reaction on social media to the 2025 Glastonbury lineup, particularly the headliners, sparked the author's observations.

• Emphasis on Diverse Offerings: The article highlights the vast array of non-musical activities and areas available at Glastonbury, often overlooked by those focused solely on the main stages.

• Comparison to Past Festival Culture: The author contrasts current Gen Z priorities with those of previous generations, noting a shift away from heavy drinking and mud-centric experiences towards wellness and immersion.

• Booming Wellness Tourism: The article connects this trend to the broader growth of wellness tourism, indicating a societal shift in values.

• Importance of Values Beyond Music: Even in 2019, reports suggested that factors like gender representation and sustainability were becoming more important than the lineup for festival-goers.

• Appreciation for the Overall Vibe and Atmosphere: The article emphasizes that the unique general atmosphere and collective fun of festivals remain a key draw for Gen Z.

• Openness to Discovery: Younger attendees are often more interested in exploring smaller stages and stumbling upon unexpected art, comedy, and talks.

• Evolution of Festival Culture: The author suggests that just as musical tastes have evolved over time, so too is the broader festival experience adapting to new generations.

Overview:

The article explores the idea that Gen Z's priorities at music festivals, particularly Glastonbury, are shifting away from being solely focused on the headlining music acts. The author recounts their initial surprise at a friend's advice to prioritize only a few musical acts at Glastonbury, having grown up attending festivals primarily for the music. However, observing the strong social media backlash to the 2025 lineup, with many younger people seemingly less concerned about the headliners and more interested in the festival's diverse range of non-musical offerings, the author suggests a fundamental change in festival culture. Glastonbury, with its hundreds of stages and areas dedicated to cinema, circus, healing, debates, nightclubs, art, and more, is presented as a microcosm of this trend. The article contrasts past festival experiences focused on drinking and mud with Gen Z's apparent greater interest in wellness, immersive experiences, and the overall unique atmosphere of such events. This shift aligns with the broader boom in wellness tourism and a growing emphasis on values like representation and sustainability when choosing festivals. Ultimately, the author concludes that while music remains fundamental, the new generation is embracing festivals as much for their overall vibe and the opportunity for discovery as for the specific bands playing the main stages.

Detailed Findings:

• Social Media Backlash to Glastonbury Lineup: Many younger users expressed disappointment with the 2025 headliners (Olivia Rodrigo, The 1975, alongside Neil Young and Rod Stewart).

• Vast Non-Musical Offerings at Glastonbury: Over 150 stages and areas include cinemas, circuses, healing fields, political debates, nightclubs, art lessons, dance classes, and a seaside pier.

• "The headliners do not define Glastonbury": Quote from SJ Smallpage, founder of Glastonbury Festival Fans community, emphasizing the importance of the overall experience.

• Shift from Drinking and Mud to Wellness and Immersive Experiences: Contrasting past festival culture with Gen Z's apparent focus on health and well-being, aligning with the boom in wellness tourism.

• Importance of Values Beyond Lineup: Ticketmaster report in 2019 suggested gender representation and sustainability are key factors for festival selection.

• Charitable Ethos of Glastonbury: The festival gives back millions to charity each year.

• Gen Z's Focus on Health, Wellbeing, and Environment: SJ Smallpage notes that the younger generation's values align with the ethos of Glastonbury.

• Excitement for Smaller Stages and Overall Vibe: First-time Glastonbury attendee Benji (24) is looking forward to exploring art, comedy, talks, and the general atmosphere beyond the headliners.

Key success factors of product (trend):

• Diverse Range of Offerings: Festivals that provide a wide array of activities beyond just music are more appealing to Gen Z.

• Focus on Immersive Experiences: Creating environments and activities that allow for deeper engagement and participation.

• Wellness and Well-being Focus: Providing spaces and activities that support mental and physical health.

• Strong Overall Vibe and Atmosphere: Cultivating a unique and enjoyable environment that goes beyond the lineup.

• Opportunities for Discovery and Spontaneity: Allowing attendees to stumble upon unexpected and engaging experiences.

• Alignment with Values: Festivals that demonstrate a commitment to charity, sustainability, and representation resonate with younger generations.

• Community and Connection: Fostering a sense of togetherness and shared experience among attendees.

Key Takeaway:

Gen Z's approach to festivals like Glastonbury indicates a shift in priorities where the overall experience, including wellness, immersive activities, and the general atmosphere, may be as important, if not more so, than the headlining musical acts.

Main trend:

The main trend is the Evolution of Music Festival Culture Beyond a Sole Focus on Music, with younger generations like Gen Z increasingly valuing diverse, immersive experiences, wellness offerings, and the overall atmosphere alongside, or even above, the traditional emphasis on headlining musical performances.

Description of the trend:

Festivals as Holistic Cultural Experiences: This trend describes a broadening of the appeal and purpose of music festivals, particularly for younger attendees. While music remains a core element, festivals are evolving into multifaceted cultural events that offer a wide range of activities and experiences catering to diverse interests. This includes a greater emphasis on immersive art installations, interactive performances, wellness and relaxation areas, opportunities for learning and engagement (like talks and workshops), and a general focus on creating a unique and memorable overall "vibe." For generations like Gen Z, festivals are becoming social and cultural gatherings where the totality of the experience, including the opportunity for exploration, discovery, and connection, is as significant as the specific musical acts on the lineup.

What is consumer motivation:

• Seeking Diverse Experiences: Wanting more than just music at a festival.

• Prioritizing Wellness and Well-being: Looking for opportunities for relaxation and self-care.

• Desire for Immersive and Engaging Activities: Wanting to actively participate rather than just passively observe.

• Valueing Overall Atmosphere and Vibe: Seeking a unique and enjoyable environment.

• Embracing Spontaneity and Discovery: Enjoying the opportunity to stumble upon unexpected experiences.

• Connecting with Others: Festivals as social gatherings and opportunities to meet new people.

• Aligning with Personal Values: Supporting festivals that reflect their ethical and social beliefs.

What is driving trend:

• Changing Interests of Younger Generations: Gen Z has different priorities and values compared to previous generations.

• Growth of the Experience Economy: Consumers are increasingly valuing experiences over material possessions.

• Boom in Wellness Tourism: Reflects a broader societal focus on health and well-being.

• Social Media Influence: Platforms showcase the diverse aspects of festivals beyond just the music.

• Evolution of Festival Offerings: Festivals are adapting to cater to these changing preferences.

What is motivation beyond the trend:

• Escapism and Fun: Festivals provide an opportunity to escape everyday life and have fun.

• Community and Belonging: Feeling part of a larger collective with shared interests.

Description of consumers article is referring to:

Based on the article, the consumers this trend refers to are:

• Gen Z Festival-goers: Prioritizing diverse experiences, wellness, and the overall vibe.

• Millennial Festival-goers: Likely also appreciating the broader offerings beyond music.

• New Attendees: Like Benji (24), who are drawn to the overall experience and smaller stages.

• Veterans of Festivals: The author notes a shift in priorities even among those with past festival experience.

• Individuals Interested in Wellness Tourism: This aligns with the trend of seeking well-being at festivals.

• Socially Conscious Individuals: Those who value gender representation, sustainability, and charitable contributions of festivals.

• What is their age? Primarily Gen Z (under 28) and potentially younger Millennials (late 20s to early 30s).

• What is their gender? Not specifically focused on, but the mention of gender representation suggests an awareness of this aspect.

• What is their income? The cost of Glastonbury (£375) suggests attendees have disposable income, but the focus on a broader range of experiences implies this might be less about high-end luxury and more about value and interest.

• What is their lifestyle: Likely individuals who value experiences, are open to diverse activities, and may prioritize health and well-being. They are also likely digitally connected and aware of social trends.

• What are their shopping preferences in the category article is referring to? They might prioritize tickets to festivals known for their overall experience rather than just the headliners. They might also spend money on wellness activities, unique food and drink, and art installations within the festival.

• Are they low, occasional or frequent category shoppers? The article focuses on the experience of attending a major festival like Glastonbury, which is typically an annual event for many.

• What are their general shopping preferences-how they shop products, shopping motivations? Might be influenced by recommendations from friends and social media. They may prioritize experiences and align their spending with their values.

• What kind of products they like: Festival tickets, camping gear (potentially glamping), comfortable and weather-appropriate clothing, wellness products, and possibly art or merchandise from the festival.

Conclusion: For Gen Z, music festivals like Glastonbury are evolving into broader cultural experiences where diverse activities, wellness, and the overall atmosphere are as important as, if not more important than, the headlining musical acts.

Conclusions:

The article suggests a significant evolution in the role of music festivals for younger generations, particularly Gen Z. While music remains a draw, these events are increasingly valued as holistic cultural experiences offering a diverse range of immersive activities, wellness opportunities, and a unique overall atmosphere. This shift marks a departure from the traditional emphasis solely on musical headliners, indicating that festivals are adapting to meet the changing priorities and values of a new generation of attendees who seek more than just music in their festival experience.

Implications for brands:

• Sponsor Diverse Festival Areas: Brands can gain visibility by sponsoring non-musical stages and activities that appeal to Gen Z.

• Offer Wellness and Experiential Activations: Incorporating wellness elements or interactive experiences within their festival presence can resonate with younger attendees.

• Align with Festival Values: Supporting festivals with strong commitments to charity, sustainability, and representation can enhance brand image with this demographic.

Implication for society:

• Festivals as Multifaceted Cultural Hubs: Music festivals are becoming more than just music events, serving as important social and cultural gatherings.

• Emphasis on Wellbeing and Diverse Experiences: Reflects a broader societal shift towards prioritizing holistic well-being and seeking varied forms of entertainment and engagement.

Implications for consumers:

• More Diverse and Engaging Festival Experiences: Attendees can expect a wider range of activities and offerings at music festivals.

• Opportunity to Explore Different Interests: Festivals are becoming places to engage with art, wellness, social issues, and more, beyond just music.

Implication for Future:

• Continued Diversification of Festival Programming: Expect festivals to further expand their non-musical offerings to attract younger audiences.

• Potential for New Types of Festivals to Emerge: Events focused on specific themes like wellness or immersive art, with music as one component, may become more common.

Consumer Trend:

Holistic Festival Engagement: Younger generations are increasingly engaging with music festivals as comprehensive cultural experiences rather than solely focusing on musical performances.

Consumer Sub Trend:

Prioritization of Vibe and Immersive Experiences: Gen Z places a high value on the overall atmosphere and opportunities for deep engagement in activities beyond music at festivals.

Big Social Trend:

The Experience Economy in Leisure: Consumers, especially younger generations, are prioritizing spending on experiences and creating memories over material possessions.

Worldwide Social Trend:

Global Evolution of Festival Culture: This shift in festival priorities is likely not limited to the UK and may be observed at festivals worldwide.

Social Drive:

Seeking Connection, Exploration, Wellbeing, and Meaning Beyond Traditional Entertainment: Younger generations are motivated by a desire for more enriching and multi-faceted experiences.

Learnings for brands to use in 2025:

• Understand the Broader Expectations of Gen Z at Festivals: Recognize that their interests extend beyond just the music lineup.

• Integrate Diverse Elements into Festival Strategies: If sponsoring or hosting festivals, ensure a wide range of non-musical activities and experiences are offered.

Strategy Recommendations for brands to follow in 2025:

• Sponsor Immersive Art Installations or Wellness Areas at Festivals: Align with Gen Z's broader interests.

• Create Engaging Activations Beyond Traditional Band Sponsorships: Offer interactive experiences or opportunities for discovery.

• Highlight the Overall Vibe and Unique Atmosphere in Festival Marketing: Emphasize the holistic experience rather than just the headliners.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it:

The evolving consumer trend of holistic festival engagement among Gen Z, where diverse experiences and the overall vibe are increasingly valued alongside music, necessitates that brands and companies in 2025 recognize this shift by sponsoring a wider range of festival activities beyond just music stages and by highlighting the immersive and multi-faceted nature of the festival experience in their marketing efforts.

Final Note:

• Core Trend: Holistic Festival Engagement: Younger generations value diverse experiences beyond just music.

• Core Strategy: Support Diverse Festival Offerings and Emphasize Overall Vibe: Recognize the broader appeal of festivals for Gen Z.

• Core Industry Trend: Experience Economy in Leisure: Consumers prioritize spending on memorable experiences.

• Core Consumer Motivation: Seeking Connection, Exploration, Wellbeing, and Meaning Beyond Traditional Entertainment.

Final Conclusion:

The changing priorities of Gen Z at music festivals represent a significant evolution in festival culture. No longer solely focused on the musical lineup, younger attendees are seeking a more comprehensive and immersive experience that encompasses diverse activities, wellness, and a unique atmosphere. Brands and festivals that recognize and cater to these broader interests will be best positioned to connect with and engage this influential generation of festival-goers.

Core Trend Detailed:

The core trend of Evolution of Music Festival Culture Beyond a Sole Focus on Music describes a fundamental shift in the motivations and expectations of festival attendees, particularly among younger generations like Gen Z. Traditionally, music festivals were primarily centered around the musical performances, with the lineup being the main draw. However, contemporary festival culture is broadening to encompass a much wider array of offerings and experiences. Attendees are now increasingly valuing immersive art installations, interactive performances, opportunities for personal growth and wellness (such as yoga, meditation, and workshops), diverse culinary experiences, engaging talks and debates, and the overall unique and communal atmosphere of the event. For many, the festival has become a holistic cultural gathering where the social connections, the opportunity for exploration and discovery, and the chance to engage with a variety of creative and enriching activities are just as important as, if not more so than, seeing specific musical acts. This evolution reflects a broader societal trend towards valuing experiences and personal well-being, particularly among younger demographics who are shaping the future of leisure and entertainment.

Key Characteristics of the Core trend:

• Broader Range of Activities: Beyond music, including art, wellness, talks, and more.

• Emphasis on Immersive Experiences: Opportunities for active participation and engagement.

• Focus on Atmosphere and Vibe: The overall environment and social dynamics are key.

• Value Placed on Discovery and Spontaneity: The unexpected encounters and experiences.

• Alignment with Personal Values: Supporting festivals with ethical and social commitments.

Market and Cultural Signals Supporting the Trend:

• The increasing number of festivals offering diverse programming beyond music.

• The popularity of "boutique" festivals that focus on specific themes or experiences.

• Social media content showcasing the non-musical aspects of festivals.

• The growth of the wellness tourism industry influencing festival offerings.

How the Trend Is Changing Consumer Behavior:

• Attendees may choose festivals based on their overall experience rather than just the headliners.

• There is a greater willingness to explore different areas and activities within a festival.

• Social media sharing often focuses on the unique and diverse aspects of the festival beyond the main stage.

Implications Across the Ecosystem:

• Festivals need to invest in a wider range of programming and infrastructure.

• Brands sponsoring festivals have more diverse avenues for engagement.

• Attendees can expect a richer and more varied festival experience.

Strategic Forecast:

The trend of holistic festival engagement is likely to continue, with festivals further diversifying their offerings and becoming more integrated into broader cultural and lifestyle trends.

Areas of innovation:

• Immersive Themed Zones and Storytelling: Creating distinct areas within the festival grounds that are designed around specific themes or narratives, offering attendees a fully immersive and interactive experience that goes beyond traditional stages.

  • Detail: Imagine a zone themed around a dystopian future with interactive art installations and costumed performers, or a whimsical enchanted forest with hidden pathways and theatrical encounters, allowing attendees to step into different worlds and become part of a larger story unfolding throughout the festival.

• Interactive Art and Technology Installations: Incorporating large-scale, technologically advanced art installations that respond to audience interaction, creating a dynamic and collaborative artistic experience.

  • Detail: This could include light and sound sculptures that change based on movement or touch, virtual reality experiences integrated into the festival landscape, or augmented reality encounters accessible through attendees' phones that reveal hidden layers and stories within the festival environment.

• Dedicated Wellness and Rejuvenation Sanctuaries: Expanding beyond basic healing fields to create comprehensive wellness areas offering a wide range of activities such as sound baths, aromatherapy sessions, yoga and meditation classes, and even interactive workshops on mindfulness and stress reduction.

  • Detail: These could be designed as tranquil escapes from the high-energy atmosphere of the main stages, providing attendees with opportunities to relax, recharge, and prioritize their mental and physical well-being throughout the festival.

• Participatory Workshops and Skill-Sharing Hubs: Establishing dedicated spaces where attendees can actively learn new skills, participate in creative workshops, and share their own knowledge with others, fostering a sense of community and personal growth.

  • Detail: This could include workshops on everything from sustainable living and crafting to music production and dance, offering hands-on learning experiences that extend the festival's impact beyond just entertainment.

• Curated Food and Beverage Experiences Focused on Sustainability and Local Culture: Elevating the culinary offerings to be more than just standard festival fare, with a focus on locally sourced ingredients, sustainable practices, and themed dining experiences that reflect the region's culture and heritage.

  • Detail: This could involve collaborations with local chefs, pop-up restaurants featuring innovative and sustainable cuisine, and immersive dining events that incorporate storytelling and performance.

• Forums and Debates on Social and Environmental Issues: Providing platforms for meaningful discussions and engagement with important social and environmental topics, aligning with Gen Z's reported interest in sustainability and values.

  • Detail: This could involve hosting panels with experts, activists, and artists, facilitating open discussions and workshops, and offering opportunities for attendees to learn about and get involved in relevant causes.

Final Thought:

The evolution of music festivals into multifaceted cultural events reflects the changing values and expectations of younger generations. By embracing this shift and prioritizing diverse, immersive experiences alongside music, festivals can remain relevant and continue to be significant cultural touchstones for years to come.

Source: https://www.indy100.com/lifestyle/glastonbury-headliners-lineup-2025-olivia-rodrigo-1975-2672384880