Inspira Reveals New Research into What Gen Z Really Wants From Brand Activations

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Melissa Burns
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FOR IMMEDIATE RELEASE

Inspira Reveals New Research into What Gen Z Really
Wants From Brand Activations

NORWALK, CT – January 21, 2026 – Inspira, a brand relationship agency that helps brands build long-term relationships with consumers, today announced the release of its newest white paper, What Gen Z Really Wants From Brand Activations. Grounded in proprietary research from a national survey of Gen Z consumers, the report explores how brands can turn live experiences into deeper, more meaningful relationships with the most socially driven generation yet.

With Gen Z projected to account for $33 trillion in global spending power by 2027, brands who want to stay relevant need to rethink how they engage this elusive audience, and this white paper offers marketers a clear roadmap for producing experiences that go beyond momentary buzz to build trust, spark community, and convert attention into advocacy.

“With the vast amount of information out there, Gen Z doesn’t want to be marketed to—they want to feel included and understood,” said Jeff Snyder, Chief Inspiration Officer at Inspira. “This research reinforces what we see every day: the brands that win with Gen Z are the ones that invite participation, respect individuality, and provide experiences that feel human, not transactional. When brands focus on garnering genuine relationships instead of impressions, they don’t just earn attention, they earn loyalty.”

Key insights include:

• 92% of Gen Z said they have followed a brand on social after attending a brand activation.
• 61% are more likely to purchase from a brand after attending an experience they enjoyed.
• 66% say entertainment value is the number one reason they stay more than five minutes at an activation.
• 45% said feeling included in the brand’s values or community is a major factor in whether they engage.

This release underscores Inspira’s continued commitment to helping brands move beyond one-off moments and build experiences that create lasting emotional connection. As Gen Z continues to shape culture and commerce, Inspira’s research-driven, relationship-first approach equips marketers with the insight needed to resonate and stay relevant.

To download the full white paper,  click here.

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About Inspira 

Founded in 2008, Inspira is a brand relationship agency that builds deeper, long-term relationships between brands and consumers through strategic experiential, sampling, and integrated marketing programs. Headquartered in Norwalk, Connecticut, with additional offices in New York City and Chicago, Inspira has earned a reputation for growing brands through innovative strategies and fostering strong relationships between consumers, clients, and even our colleagues. This combination of excellence has been recognized with a list of impressive awards, most recently including Hartford Business Journal’s Best Places to Work, Chief Marketer’s Agencies of the Year Award, and Event Marketer’s Top 100 IT List.