While Gen Z is getting blamed for killing everything from doorbells to cursive to side parts, one thing the generation still holds sacred is live music. According to a new study, members of Gen Z are twice as likely to call in sick to work in order to see a concert than millennials.
Conducted online by YouGov and Viagogo in July 2023 and reported by Consequence, the study surveyed 2,000 adults across the U.K. Of those surveyed, 19% of Gen Z—those born between 1997 and 2012—said they would fake sick in order to see a concert. That’s more than double the 8% of millennials—born between 1981 and 1996—who reported the same.
This commitment to concerts goes beyond an aversion to work, something Gen Zers are often accused of. Of those surveyed, 43% of Gen Zers said they would give up alcohol for six months in order to get front-row seats to their dream concert. This falls in line with another recent study showing that Gen Z is drinking far less than its predecessors, with 28% of college students aged 18 to 22 abstaining from alcohol in 2018. While this may be a good health decision, the financial repercussions are wreaking potential havoc on the live music industry.
Of course, it’s important to consider the social environment in which Gen Z spent its formative years, isolated from one another in the midst of the COVID pandemic. Perhaps this lack of connection during that pivotal transition into adulthood explains Gen Z’s heightened emotions while surrounded by an inclusive community like at a concert, with 20% of those surveyed admitting they have cried at a show. Compare that with 18% of millennials and only 11% of baby boomers.
So while Gen Z may be taking the blame for many other things going wrong in society and the economy, it appears that the kids are alright when it comes to supporting live music. Just maybe don’t count on them to show up for work in the morning.