With festival season coming up, a new study has found a whopping 40% of Gen Z-ers would chose a good night's kip over watching a headline actHelen Le Caplain15:20, 27 May 2026Two-fifths of Gen Z-ers confessed they'd be willing to miss a festival headline act in order to make sure they got a good night's kip.‌A whopping 40% said they'd be happy to skip the main act to ensure they got enough rest - a far cry from hedonistic festivals of the past.‌The research from Subway also reveals discomfort is actively putting young people off festivals altogether.‌A comfy sleeping bag is a 'festival essential' for more than half (53%) of UK adults and it's also the most annoying item to be soaked by the rain while camping.Gen Z say an uncomfortable set-up is the thing which most effects sleep at a festival, showing sleeping bags are the most valuable camping currency.The top reasons for Gen Z skipping festivals are that they are too far away, too expensive and have bad weather closely followed by uncomfortable sleeping conditions.‌For those attending, a sleeping bag tops the list as the worst thing they could forget to pack ahead of a charger, underwear, and ID.For Gen Z, comfort (49%) comes before watching headline artists (46%).‌Access to toilets, good food, and access to showers are 'essential' to getting the best festival experience and 63% would choose a designated 'quiet camping' area if it meant fewer late night parties.Brits are expecting to average just 4.8 hours of sleep per night at festivals this year with noisy surroundings, uncomfortable sleeping set ups, and extreme temperatures ranked as the biggest disruptors.To ensure no one misses out on their favourite act, or a moment of rest, Subway is unveiling the 'Sleeping Bag-uette' to deliver a seriously soft upgrade on the traditional festival set-up.‌Measuring an impressive three metres in length, the 'Sleeping Bag-uette' is modelled on the sandwich chain's iconic Italian B.M.T. Sub and layered with fan-favourite toppings, creating the perfect place to crash.The novelty sleeping bag will be available for a limited time only this festival season through an exclusive giveaway on Subway's UK & Ireland Instagram channel, providing pillowy-soft comfort and the ultimate R&R experience.To enter, fans need to comment 'Snug in a Sub' on this Instagram post - https://www.instagram.com/p/DY1Tvz2t_im/Article continues belowEMEA Senior Marketing Director at Subway, Kirstey Elston, said: "We know festival season is about making unforgettable memories but we don't want fans running on empty - whether it's lack of sleep or their stomachs."We wanted to bring the comfort of Subway to the fields, giving fans a way to recharge without missing a beat."