Gen Z aren’t the bores they’re painted as, they’re true neo-hedonists

Reports of last nightclubs, teetotaling and hovering nervousness ranges all recommend a era of stay-at-home ‘puriteens’. But whilst it’s true that many timeworn tactics of socializing and rebelling (the sort nostalgically etched into the lore of teenybopper tradition) are falling out of fashion, that is best a part of the image.

Some 43% of worldwide Gen Z agree it’s “important to them to do things that can give them pleasure” and “seek every chance they can to have fun”, analysis via BCW unearths. That compares to 38% and 27% for millennials and Gen X, respectively. In Asia, greater than six in 10 Gen Z are repeatedly looking for out new reports, main them to make bigger the definitions of indulgence, in line with Virtue’s 2024 learn about.

Today’s formative years are nonetheless set on having a laugh and sharing euphoric reports, then. Attitudes to what constitutes a great time are merely moving, influenced via wellbeing priorities up to rising applied sciences and financial uncertainty. A cohort is coming of age who desires to are living lifestyles to the fullest concurrently having a look after their minds, our bodies, communities and the planet.

Their identify?

The neo-hedonists.

The alternatives for manufacturers

Diageo’s social listening displays on-line conversations round neo-hedonism rose 48% year- on-year from 2023. Weaving in wellness, health and cultural interests, the motion places a extra aware, balanced spin on pleasure-seeking. For manufacturers having a look to focus on those neo-hedonists, tms has known 5 key way of life traits that supply thrilling industrial attainable.

1. Drinking, remixed

Gen Z is adopting a mix-and-match technique to alcohol that alternates between sturdy and cushy beverages on nights out. Cue a complete new lingo bobbing up round this; are you aware your ‘zebra-striping’ out of your ‘damp drinking’? This surge in ‘sober-curiosity’ – exploring the advantages of a discounted or alcohol-free way of life – requires manufacturers to seek out inventive new tactics to ship a booze-free buzz. A slew of practical beverage start-u.s.switch alcohol for nootropics (cognitive enhancers) or CBD, whilst ‘dry discos’ and breakfast raves (take a look at Canadian pop-up Croissound) supply choice social areas the place neo-hedonists can reduce free with a transparent head.

2. Augmented awe

Immersing Gen Z audiences into playful, imaginative worlds can ship a much-needed dose of escapism from an increasingly more risky and unsure international. No surprise 63% of worldwide shoppers say they would like manufacturers to ship multisensory reports, with parts that have interaction their senses and cause them to really feel provide, grounded and attached. Immersive artwork exhibitions, 4DX cinema screenings and VR arcades with free-roam, multiplayer gaming demanding situations are answering the decision.

3. Health clubbing

With booming hobby within the endorphin-boosting, stress-easing and cardiovascular advantages of distinction remedy (alternating between cold and hot water), a brand new wave of city bathhouses is including a celebration edge to traditional spa amenities. Live DJs and late-night openings are a part of the club-like setting at venues like ARC and Othership, the place saunas and chilly plunges give you the social icebreakers that customers are yearning.

4. Cardio collectives

Savvy health manufacturers are reframing workout routines as happy, feel-good social gatherings, extra considering contributors’ emotional and psychological wellbeing targets than honing a selected body. Exercise-tracking apps like Strava and Zwift have in a similar way been increasing team problem and meetup purposes to spark wearing friendships, a welcome choice to generic, negativity-filled social media platforms. This pattern dovetails with Gen Z courting behaviors: younger shoppers disenchanted with swipe tradition are as an alternative turning to singles’ operating golf equipment and aggressive socializing venues as puts to mingle with attainable fits.

5. Future gala’s

With 74% of Gen Z announcing they’re extra open to new concepts at are living song occasions, and the worldwide song competition marketplace is projected to develop at a CAGR of 24% to 2031, branded competition pop-u.s.proceed to be an impressive means to hook up with younger shoppers. But the character of those occasions is evolving in keeping with neo-hedonist attitudes – organizers are diversifying programming to de-center ingesting, ramping up reports round self-care, craft and delicacies.

Tech is inevitably reworking gala’s, together with generative AI curating personalised agendas, or dynamic lighting fixtures methods that react to crowd actions. Looking past the most obvious big-hitter occasions is usually a shrewd logo transfer, too, as micro-festivals geared against area of interest passions are flourishing.

Moving ahead

Long-established rites of passage and social events – from gala’s to clubbing to courting – will have to be rewired to align with Gen Z values.

Remember, neo-hedonists nonetheless be expecting manufacturers to entertain and enjoyment their senses; best now are they about reports that give a boost to, relatively than impair, their wider wellbeing.

Justin Barry is an Associate Strategist at tms, a job wherein he applies strategic insights to reinforce logo enlargement and engagement. He is primarily based within the Greater Chicago Area and holds some extent from the Quinlan School of Business at Loyola University Chicago. Justin is lively in sharing idea management on advertising and marketing traits, together with generational insights comparable to what manufacturers can be told from Gen Z’s behaviors.