Connected and Conscious: How Gen Z is Redefining Social Experiences.
Remember when a good night out meant dancing, sticky floors, too many luminous shots and a questionable DJ? Well, that’s not quite the vibe for Gen Z. They’re a unique mix of hyper-connected yet deeply conscious, and reshaping what socialising looks like in 2024 and beyond. For those of us in the food and beverage world, understanding these shifts is essential for survival.
In a world that’s just clawed its way out of COVID, where human connection suddenly feels more precious, the playbook for a good night out is getting a major rewrite.
The Rise of Conscious Socialising
It feels like we’ve been talking about authenticity non-stop lately, doesn’t it? But for Gen Z, it’s more than just a buzzword - it’s a lifestyle. Their idea of a good time? Something that adds value. Whether it’s live comedy, a pub quiz, or a gig, Gen Z is seeking experiences that are as meaningful as they are memorable.
In part, this shift can be traced back to the impact of COVID-19. The pandemic hit Gen Z in their formative years, disrupting the traditional milestones of youth, the first trip to the pub, university culture, first jobs and even first loves. Suddenly, the usual rites of passage were replaced with lockdowns, Zoom parties and spending far too much time with their parents, creating a craving for genuine connection with their peers.
Sober Socialising: The New Norm?
Another significant trend redefining Gen Z’s social landscape is the rise of sober socialising, with a study finding ⅓ of 18-24 year old Brits don’t drink any alcohol. It’s not that they all don’t drink - they do, just more mindfully. Instead of a pub crawl, you might find them enjoying a craft mocktail at a pop-up event or even a sober night at the bingo hall.
This shift isn’t just about health; it’s also about control. Gen Z is keenly aware of the narratives they’re crafting on social media, and a drunken selfie doesn’t quite fit the brand. More importantly, they’re looking for experiences that enhance their lives rather than detract from them.
The opportunity to offer fresh new drink options like those mentioned in our previous blog, The Big Drinks trends Hitting Your Taste Buds By 2030 drives brands to innovate into an expanding market for non-alcoholic drinks like Olipop, Poppi, TRIP, and Kin Euphorics, as well as wellness focussed experiences and social events that give a different type of buzz.
The Appeal of Interactive and Inclusive Experiences
What really makes Gen Z tick is the ability to engage and participate. Passive consumption is out, and interactive experiences are in. This is why pub quizzes, escape rooms, and even group trips to the gym are growing in popularity.
Moreover, inclusivity is a non-negotiable for Gen Z. They expect the spaces they inhabit, both physical and virtual, to be welcoming to all, regardless of background, identity, or ability. This expectation is transforming social experiences across the board, from the way events are marketed to the way spaces are designed online and offline. For brands, this means prioritising diversity and inclusivity not just as a box to tick but as a core value that drives every decision, especially when it comes to where and how you place your products. It also presents opportunities for food and beverage brands to find authentic ways to have a physical presence at these venues and events, creating meaningful and relevant partnerships that make sense to the audience.
The Impact on the Food and Beverage Industry
So, what does all this mean for the food and beverage industry? In a nutshell, the traditional models won’t suffice. As Gen Z gravitates towards wellness and fitness-focused activities, their food and drink preferences are evolving in tandem. This generation is looking for options that align with their health-conscious lifestyle. From smoothie bowls packed with superfoods to kombucha and cold-pressed juices, Gen Z wants options that complement their wellness goals.
Low-alcohol and non-alcoholic drinks are continuing to gain traction, especially those infused with ingredients like adaptogens, which promote relaxation and focus, satisfy the desire for something refreshing and align with their broader health and wellbeing goals.
Importantly, convenience and transparency are key. Gen Z wants to know exactly what they’re consuming, with clear, honest labelling and ingredients they can pronounce. They’re also drawn to brands that share their values, particularly those focused on sustainability, ethical sourcing, and community involvement.
For brands, the opportunity lies in crafting offerings that are as nourishing as they are enjoyable. It’s about creating products that don’t just fill a need but enhance the experience, whether that’s a post-spin class smoothie, a high-protein snack for after the gym, or a refreshing drink to enjoy during a night of sober socialising.
Want to explore these topics more? Grab your free place at our online panel discussion, with industry leaders, delving into the ways Gen Z are changing the marketing game for Food and Beverage brands...
