Following on from Rich L’s ‘Festiveness over Fuzziness’ blog (click HERE to read), Associate Director Claire discusses generational differences during the season of indulgence…
We’ve all heard the rhetoric about Gen Z – as a generation they drink less, go out less and socialise more online (cue hysteria from the Daily Mail that all bars and pubs will close down immediately!). However, our annual Xmas survey offers a more nuanced perspective…
Balancing Indulgence with Intentionality
Xmas is generally a time for indulgence – turkey (Tofurkey for the vegans!) and all the trimmings, chocolate, mulled wine, cheese boards…I’m hungry just writing this. While this is still true for Gen Z, our research suggests that Christmas is actually more about intentional moderation.
Gen Z have a very proactive stance toward health and well-being during the party season. A third of Gen Z-ers (33%) say they are planning to eat more healthily this Christmas, outpacing Millennials (29%), and significantly higher than Gen X (16%) and Baby Boomers (13%). And it’s not just about healthy eating. Gen Z also plan to combine this with more exercise over the festive period too. 22% of Gen Z plan to exercise more this Christmas, compared to 19% of Millennials, with significantly lower percentages for Gen X (16%) and Boomers (9%).
Contextually, these health-conscious behaviours make complete sense – Gen Z experienced a global health crisis during their formative years and so a focus on mental and physical wellbeing is completely understandable.
Conscious Consumers, Not Abstainers
While wellbeing informs their choices, this doesn’t mean they’ve abandoned drinking and socialising altogether. When it comes to drinking, they are just as likely as Millennials, Gen X and Boomers to plan on drinking more alcohol this festive season (ranging from 17% to 22%).
Also, Gen Z are still going OUT OUT! In fact, more than a quarter (27%) of Gen Z said they’re more likely to have a big night out this Christmas compared to last year – trending higher than Millennials (18%) and significantly (but unsurprisingly) outpacing Gen X at 8% and Boomers at 3%. Notably Gen Z also prioritise intimate gatherings at home, with more than half (53%) saying they will socialise more at home this Xmas, significantly higher than 36% of Millennials, 28% of Gen X, and 23% of Baby Boomers.
So, what does this all mean?
Gen Z isn’t ‘drinking less’ or ‘going out less’, they are simply doing things differently – they are still indulging but tempering it with health-conscious practices. The generational shift toward moderation and mindful consumption is not a challenge, it’s an opportunity. Brands and organisations that meet Gen Z here – offering products and experiences aligned with these values – stand to build the strongest connection with this generation. We know times are tough in hospitality (thanks Cost of Living and COVID!), but let’s shift the narrative away from Gen Z. Is there an opportunity to curate experiences that cater to Gen Z’s preference for balance, such as low-key social spaces? What about curated food and drink options that align with their wellness goals (organic, Lo / No beer anyone?) and resonate in and out of home? Come in and have a chat with our hospitality team – we’ve got lot’s more to say on the topic! Click HERE to find out more!