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Gen Z trends and news
Archived — this story has rotated out of today’s deck. It is kept here in full.
The gist
Gen Z shifts nights from bars to fitness studios and activity-centric events, with 53% of 18-34.
This redefines socializing and spending, making wellness the new social network and reshaping brand.
Background
Gen Z, born 1997-2012, is the first digital native generation, shaped by the Great Recession and COVID-19. They prioritize real-life connections and meaningful experiences over traditional nightlife, leading to a shift in how they socialize and spend. This trend is driven by a desire for authenticity and community, with fitness studios emerging as new 'third places'.
How it unfolded
- Aug 19, 2026ClassPass research reveals 53% of 18-34 year olds prefer fitness over nightlife, positioning studios as social hubs.
- Aug 21, 2026The Food Institute reports Gen Z's hyper-customization and mood-based shopping habits, impacting food and beverage trends.
- Aug 24, 2026Industry experts at Bar and Restaurant Expo note Gen Z prioritizes activity-centric occasions, with drinks as enhancers, not the focus.
Who’s saying what
- Industry
- Brandy Rand of Questex says Gen Z socializes differently, prioritizing activity-centric occasions like games, workouts, and concerts.
- Beverage Exec
- Sean Kerry of Bacardi notes Gen Z isn't drinking less but drinking earlier, lighter, and with more intention.
- Marketing Exec
- Caroline Begley of Pernod Ricard emphasizes Gen Z prioritizes connection, community, and mindful drink choices.