All Gen Z Wants For Christmas Is Live Event Tickets

It’s that time of year when employers are looking to thank their employees for another 12 months, celebrate the holidays and strengthen the sense of community in the workplace.

But as companies think about what memorable gifts they can give employees at the holiday party or for a New Year’s bonus, employers should take a step back and consider moving beyond traditional recognition tools to foster a workplace where people feel appreciated. According to Deloitte, lack of recognition is the No. 1 reason most professionals leave their jobs.

For companies stepping up to better recognize their workers, and even those who are just looking for a starting point, live events increase satisfaction and engagement at work – a present for both the employer and employee.

According to a new survey from The Harris Poll on behalf of TFL, more than seven in 10 (72%) working Americans wish their company offered free or heavily discounted live events as a perk. This is especially true among Gen Z and Millennials (77% and 80%, respectively), the former of which attended an average of 24 live events last year – 10 more than the average working American.

“While physical things used to be a perk, for younger generations, that’s no longer the case; it’s all about experience,” said Amanda Schneider, founder and president at ThinkLab. “For example, while previous generations worked their way up to a corner office, one recent study I read said Gen Z would rather share socks than a desk. Employers who get ahead will be those who embrace a new perspective.”

Despite being vocal about what’s on their wish list, corporate Santa has been absent for most working Americans when it comes to live events.

Only 24% of respondents from the same survey said their employers offered free or heavily discounted live event tickets to recognize a job well done; that’s behind companies that offer a gift card (37%), special certificate (35%) or company trophy (25%).

“There’s a clear gap between what employers are offering and what employees are asking for,” said Nathan Williford, SVP of business solutions at TFL. “While many employers aren’t yet meeting expectations, there’s a huge opportunity for companies to fulfill their workers’ wishes while still increasing engagement at work.”

Williford pointed out that nearly seven in 10 (69%) of the survey’s respondents said they would feel more satisfied with their job if their employer’s benefits package offered free or heavily discounted live events tickets and another 59% would be more productive at work.

Sydney Shapiro, strategic growth manager, loyalty at loyalty marketing solutions supplier COMARCH, highlighted the importance of in-person experiences and why employers should make them a priority as they aim to generate increased employee loyalty and satisfaction.

“A pat on the back only goes so far,” said Shapiro. “It’s important to show your team how much you care through experiential rewards and live events built for them to not only impact culture but to build strong loyalty among employees, too.”

As 2024 rolls around, employers are consistently looking for ways to recognize their customers, but it takes more than a company trophy to keep employees engaged. Live events like concerts and sporting events are an outlet for people to come together, decompress from their daily lives and connect with the people around them.