Gen Zers are in their introvert era
According to the NTIA, 396 nightclubs shut down between March 2020 and December 2023 in the UK, with closures including the nightclub chain Pryzm and Atik nightclub. This comes as young people are opting for new social settings and behaviours, opting out of hedonistic club and drinking culture. Meanwhile, 63% of Europe’s 18- to 34-year-olds are spending less on alcohol purchases in supermarkets, while 67% are drinking less when they go to restaurants and bars. So what’s going on? While money is a key factor, it isn’t the sole reason behind this shift. The US is facing what some are calling the ‘Introvert Economy’, as people opt for sober-curious lifestyles that see them swap late, boozy nights for early evenings. Indeed, the Bureau of Labor Statistics data shows that younger Americans are starting their public evening and drinking activities earlier. This behavioural shift also signals the changing face of Gen Z hedonism, which centres around self-care and joy. “So, to be hedonistic might be about … [for instance] going for a really good run and meeting friends for a juice at the end of it,” says Lisa Story, the chief strategy officer at strategic communications consultancy BCW. It’s not entirely Gen Z-led, though. Party-loving springbreakers are having to re-think release as places like Miami clamp down on hedonism.
As the meaning behind hedonism and pleasure evolves for Gen Z, brands are catering to this shift and tailoring their offerings around these wellness desires. Online marketplace Consumerhaus taps into Gen Z’s mindful hedonism with its offer of mission-driven food, beverage, and wellness brands. Upscale supermarket chain Erewhon is merging wellness and status into one, offering the perfect elixir of health, aspiration, and status-signalling into one tasty metaphorical smoothie.
