Gen Z are increasingly choosing low-key, cost-effective ways to socialise, with over half opting for daytime or early evening activities over traditional nights out
Gen Z is trading shots for squats and scones – favouring socialising at the gym and over afternoon tea. A survey of 1,000 adults aged 18 to 29 revealed they’re progressively selecting low-key, experience-driven methods to socialise, with 53% choosing daytime or early evening gatherings over nights out.
Alongside the gym (38%) and afternoon tea (24%), respondents also appreciate playing board games with their mates (28%) and crafting together (18%). Book clubs (12%) are equally popular, as are running clubs (13%) and wellness classes (13%).
The research was commissioned by Coca-Cola, which launched an immersive Cherry Coke Café experience to celebrate its new range and new flavour, Float.
It revealed that younger adults are adopting a nostalgia-driven approach to socialising, with 86% stating they enjoy putting their own spin on trends from the past. More than half (52%) said modern takes on nostalgic experiences appealed to them more than traditional versions or entirely new activities.
Maura Higgins, who has teamed with the brand, said: “I love anything that brings people together in a fun, relaxed way. Anything with a cute twist on something we all know, but with a fresh, playful feel, is a favourite of mine.”
The study also discovered that six in 10 prefer to socialise in a more low-key manner than they did five years ago. For 78%, cost was the primary factor in how they chose to spend time with friends, with a third preferring an afternoon tea over a night out.
More than half (54%) said they actively sought out social plans that didn’t revolve around alcohol. Consequently, 48% said they felt more present and engaged during laid-back, daytime social gatherings.
When asked which activities were most enjoyed with friends, shopping proved most popular (52%), followed by trying new food and drink experiences (47%).
While exercise (38%), board games (28%), afternoon tea (24%) and visiting themed or pop-up experiences (24%) also featured on the list.
Of those who participated in the study, conducted via OnePoll.com, soft and fizzy drinks were the top choice (42%) when socialising in relaxed settings.
Ellie D’Silva, spokesperson at Coca-Cola Great Britain, which saw the café open over the weekend allowing guests to explore the space and book an afternoon tea experience, said: “The results show Gen Z are part of a ‘spin generation’, they love to take elements of the past and reinterpret them in a way that reflects their own style and identity.
“Whether it’s reimagining classic social rituals like afternoon tea or picking a new favourite in the new range, we wanted to create an experience that feels both nostalgic and new.”
Source link
