Gen Z Wants Real-Life Experiences—This New Agency Helps Brands Deliver

A new frontier in brand engagement is emerging, and it’s not happening on screens.

This week, the Gen Z research and consulting firm dcdx launched Offline, an agency designed to help brands tap into real-world, interest-based communities. This initiative comes at a time when young consumer behavior is shifting decisively toward authentic, in-person experiences over digital interactions.

With social connection in flux and the digital fatigue of the post-COVID era becoming increasingly palpable, young adults are gravitating toward intimate, purpose-driven gatherings rooted in shared passions.

A new cultural intelligence study from Eventbrite reveals that these emerging “Fourth Spaces™”, which are events formed around why people gather rather than where, are becoming essential venues for personal connection, self-discovery, and brand engagement.

According to the study, 95% of Gen Z and Millennials are interested in turning online interests into real-world interactions. Different from standard group meetups, these consumers are seeking out ecosystems where identity, creativity, and community converge.

The research shows that 84% of attendees have formed close friendships through such gatherings, and 45% say these events have enhanced their sense of self. Eventbrite also reports an 8x increase in board game gatherings and a 130% surge in wellness meetups like group runs.

For brands looking to build lasting relationships with younger audiences, this shift presents both a challenge and an opportunity: How can they move from simply broadcasting to facilitating?

Offline offers an answer to that question by functioning as a matchmaking partner between brands and their database of micro-communities. Rather than relying solely on influencers to push products, Offline enables brands to cohost, integrate with, and support grassroots communities directly.

“Just as the Influencer rose to fame, so will the Host,” says Andrew Roth, founder of dcdx and now Offline. “The next wave of brand connection will be about who can create meaningful moments, not just viral ones.”

The launch of Offline follows a successful pilot with Le Monde Gourmand, where the fragrance brand partnered with two niche communities in Los Angeles. This collaboration got the brand in front of 1,100 attendees, generating more than 600,000 impressions and more than 50 pieces of organic user-generated content.

Brands investing in these types of in-person events are working to unlock the deep emotional resonance that digital campaigns sometimes struggle to achieve. Offline connects brands not with one-size-fits-all audiences, but a roster of 1,500 highly specific, self-selecting communities.

If you ask veteran retail experts like Rebekah Kondat of Rekon Retail, offline events have a compounding effect, especially when recurring. She referenced ongoing brand event series like running clubs, which work well to establish deep, lasting bonds between customers and the brand.

However, she also noted that for this approach to work, the brand and its products must be in solid standing. “Events alone can’t save a failing store or a brand that hasn’t found product-market fit,” she said.

The implications are profound for retail marketers. Offline offers a new avenue for brands to craft experiences that foster long-term relationships with new, relevant audiences. With more its network of curated communities across the country, Offline works to offer both the infrastructure and cultural fluency to help brands show up meaningfully.

The attention economy may have shaped the last decade, but if Offline’s momentum is any indication, the connection economy is poised to define the next one.