We’ve noticed 3 trends that highlight the emerging differences in how Gen Z are socialising nowadays. As this generation move more away from alcohol, here are a few brands, leading the charge and demonstrating how to remain relevant in the socialising space for younger generations.
Trend 1 – Competitive Socialising
Trend 2 – Gen Z sober curiosity
Trend 3 – Experience-led event seeking
TREND NO. 1 – COMPETITIVE SOCIALISING:
Research shows that Gen Z’s, are increasingly looking for competitive socialising activities to pass the time that don’t exclusively revolve around drinking. 93% of Gen Zs take part in socialising involving competitive activities. With young men increasingly keen to try new activities such as VR gaming bars and social cricket; while more ‘traditional’ competitive activities like bowling and crazy golf have higher appeal to young women.
BRAND EXAMPLE: F1 Arcade
The F1 Arcade is highlighting how providing a sense of adrenaline, can offer a fun and satisfying alternative experience for young people. This is a clear shift in how past generations may have spent their free time, however this new concept consistently delivers excitement and a engaging time.
There is a lot of room for other leisure brands to make similar adaptations that partner competition with experiences, while keeping the brand firmly front of mind. The emergence of technology has unlocked new possibilities and whether it’s more and more VR partnerships or merging AI with Augmented reality, there is plenty of space for leisure brands to capitalise on Gen Z’s desire for competition in their future social activities.
TREND NO. 2 – GEN Z SOBER CURIOSITY:
The Gen Z consumer is increasingly curious about the concept of sobriety: 40% of 16-24-year-olds have moderated their alcohol intake in the last year. From disliking “hang-xiety” to valuing health and embracing diversity, this generation is redefining the way we think about alcohol consumption. When compared to older generations, Gen Z has the highest usage of low- and non-alcoholic drinks peaking at 64% for 18-24-year-olds.
BRAND EXAMPLE: Guinness Zero
Whilst brands like Lucky Saint led the way in helping to mainstream low-alcohol drinks, the move by Guinness into the non-alcoholic space highlights that major alcohol brands now recognise, they have to speak to their younger audiences too. The results of Guinness Zero, are a remarkable creamy smoothness without any of that alcoholic kick. With this entry into the non-alcoholic space, Guinness have demonstrated to any non-drinkers and particularly Gen-Z’s, that they’re a brand who care about innovating for all audiences. As more and more drinks brands create non / low -alcohol brands, it will be interesting to see whether future supermarkets are also swept up in this trend and eventually dedicate entire aisles to keep up with this wave of sober curiosity amongst Gen Z.
TREND NO. 3 – EXPERIENCE-LED EVENT SEEKING:
New research shows that Gen Z are seeking out more experience-led events where alcohol isn’t always the focus.
BRAND EXAMPLE: White Claw
Staying in tune with ever evolving socialising habits of Gen Z is a tall order. However, a low alcohol brand, White Claw, stand out as a prime example of a brand seizing the moment with the bullseye on Gen Z. As a Low Abv drink, White Claw are expertly positioning themselves as the go-to choice for those seeking balance and enjoyment. White Claw has recognised the shifting preferences of younger generations towards experience-led events, and its strategic omnipresence at British festivals highlights its agility in meeting these changing demands. White Claw are striking a balance of healthier alternative & entertainment that appeals to this younger generation. They are a strong example of a brand that has clear awareness of their target audience, and have expertise in navigating the emerging desires of Sober Curiosity and Experience-Led Event seeking.
Sources:
https://store.mintel.com/report/uk-lifestyles-of-generation-z-market-report
https://store.mintel.com/report/uk-attitudes-towards-low-and-no-alcohol-drinks-market-report