Generation Z – How they’re changing everything you know about drink culture
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While much has been written about Millennials’ decreasing alcohol consumption and what it means for those in the drinks business, what are the generation that follow them doing? In this talk, we unpacks the behaviours and attitudes of a generation radically different to those who preceded it, exploring along the way what these shifts mean for the drinks’ industry.
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Generation Z – How they’re changing everything you know about drink culture
- 1. Generation Z - How they're changing everything you know about drink culture
- 3. Youth ReportIntroduction 16 to 24 years old Creative / Networked Open-minded / Tastemakers The first to develop trends and influence the masses
- 4. Youth ReportMethodology We used a mixed method research approach: 40 Our Community 3,400 Audience Survey 50 Ethnographic Interviews Observational Research
- 5. Youth ReportNavigation Drivers New Identities Restrain & Abstain New Worlds Trends Common Control / Personal Refinement Positive Failure / Working It Branded Existence / Fluid Culture
- 10. In 2015, we asked Millennials about their approach to being healthy: Youth Report 40% Said I do healthy things to offset unhealthy things Restrain & Abstain
- 11. In 2017, we asked Gen Z about their drug taking and drinking habits: Youth Report 63% Have never taken, or recently stopped taking drugs 55% Are starting to drink less, or recently stopped drinking Restrain & Abstain
- 12. Youth Report 21% The pictures and videos on Instagram 20% Spending too much money 29% Damaging my health 30% Being too hungover to be productive We asked if they got wasted at a party, what would they be most worried about? Restrain & Abstain
- 13. Audience Quote: “A lot of my friends are embracing sobriety because there isn't a way to escape what's going on around us” — Tracy Boachie, 23 Youth ReportRestrain & Abstain
- 14. Youth Report Ārepa Restrain & Abstain
- 15. Youth Report Club Soda Restrain & Abstain
- 16. Youth Report Expert Quote: “Young people are drinking less, but venues aren’t keeping up. Club Soda is a mindful drinking movement. It’s about changing the way you think and feel about alcohol.” — Laura Willoughby, founder, Club Soda Restrain & Abstain
- 17. Youth Report What are Gen Z focused on developing in their spare time? 43% Social Currency 57% Professional Currency Restrain & Abstain
- 18. Audience Quote: “Instagram used to be about just showing what I was up to, but now I use it to develop and advertise myself - build my personal brand.” — Ariel Diaz, 19 Youth ReportRestrain & Abstain
- 19. SocialStar Creator Camp Youth ReportRestrain & Abstain
- 20. SocialStar Creator Camp Youth ReportRestrain & Abstain
- 21. Jaden Smith Youth ReportLeisure is Labour
- 23. In 2016, we asked Millennials, which of the following define who you are: Youth Report 61% Said gender 59% Said class New Identities
- 24. In 2017, we asked Gen Z the same thing: 17% Race 14% Class 22% Sexuality 40% Gender 61% Interests New Identities Youth Report
- 25. Audience Quote: “We’re complex. Previously people were boxed into certain identities, but we’re redefining ourselves and our culture” — Liam Rubik, 20 New Identities Youth Report
- 26. New Identities Youth Report Pussy Palace
- 27. What do Gen Z think about brands introducing cultural diversity and political statements into their campaigns? 35% It's positive, but they miss the mark 23% It's positive and they're progressing culture New Identities Youth Report
- 28. Pepsi - Live for Now New Identities Youth Report
- 29. New Identities Youth Report Heineken - Worlds Apart
- 30. Expert Quote: “The phrase ‘nothing about us without us’ is pretty common in social justice circles right now” — Abaki Beck, Founder of POC Online Classroom Youth ReportNew Identities
- 31. Which of the following institutions do you trust? 22% Brands 28% Media 18% Government 51% None of them For Us By Us Youth Report
- 32. Youth Report Expert Quote: “Diversity is not limited to the colour of skin or personal appearance, but inclusive of individuals’ backgrounds, interests and work outside of the image industry. These are all the elements that contribute to our identity” — Campbell Addy, founder of Niijournal New Identities
- 33. New Identities Youth Report Absolut - Kiss with Pride
- 35. 28% Said connecting with friends and family IRL In 2016, we asked Millennials about their social behaviours: Youth ReportVirtual Worlds
- 36. In 2017, we asked the Gen Z about their social behaviour … Youth ReportVirtual Worlds 19% Said connecting with friends and family IRL
- 37. Youth Report Expert Quote: “A lot of it comes down to the fact that you can now socialise with your friends without seeing them. You can do it online, you can do it on your phone. That is why I call them the stay-at-home generation” — Chloe Combi, author, Generation Z: Their Voices, Their Lives Virtual Worlds
- 40. When a celebrity or influencer endorses a brand or product on social media, what does Gen Z think? 38% They must like the product/brand 62% They just want to get paid Youth ReportVirtual Worlds
- 41. Audience Quote: “I think it's cool when brands work with virtual characters, because it sets the stage for what can happen in the near future” — Brandon Walker, 17 Youth ReportVirtual Worlds
- 42. Influencer Chatbot for Covergirl Role Play Youth Report
- 43. Lil Miquela x Nike Pigalle Role Play Youth Report
- 44. Alex Hunter x Coca-Cola Youth ReportVirtual Worlds
- 45. Youth Report Expert Quote: “People don’t just want to get blind drunk, they want to have fun with each other while doing other things. Mixed reality will just be a tool for younger generations — as natural to them as using an iPhone” —James Beveridge, co-founder at Pebble Studios Virtual Worlds
- 46. Guinness VR Tastings Youth ReportVirtual Worlds
- 47. Boiler Room x Google Pixel Youth ReportVirtual Worlds
- 48. Key Takeouts Youth Report Key Key Key Key Takeouts Takeouts Takeouts TakeoutsKey Takeouts
- 49. Authentic Youth Report Key Takeouts Millennials consumed alcohol by binging and abstaining Gen Z are consuming less, so they can be more productive Millennials helped to champion diversity Millennials sought out small and intimate venues Gen Z use online worlds to explore new ideas, identities and realities Gen Z want representation with participation Consider how to incorporate professional betterment into products, campaigns and experiences To cut through, you should support marginalised communities by engaging them on their terms Think about how you can use avatar influencers and create new virtual venues to be relevant
- 50. Download more of our reports at: prote.in/reports If you’d like us to come in and present this, or any of our other reports, please get in touch: sales@prote.in