Gen Z Embraces Daytime Socialising Over Traditional Nights Out
A significant shift in social habits is underway among Generation Z, with young adults increasingly favouring low-key, cost-effective daytime activities over conventional nightlife. According to a comprehensive survey of 1,000 adults aged 18 to 29, more than half (53%) now prefer daytime or early evening gatherings, marking a departure from late-night outings.
Survey Highlights Changing Preferences
The research, commissioned by Coca-Cola, uncovered that 38% of respondents enjoy socialising at the gym, while 24% opt for afternoon tea. Other popular activities include playing board games with friends (28%), crafting together (18%), and participating in book clubs (12%). Running clubs and wellness classes each appeal to 13% of those surveyed.
This trend reflects a broader move towards experience-driven socialising, with 86% of Gen Zers stating they enjoy putting their own spin on nostalgic trends from the past. More than half (52%) find modern takes on nostalgic experiences more appealing than traditional versions or entirely new activities.
Cost and Wellness Drive the Shift
Financial considerations play a crucial role in this behavioural change. For 78% of respondents, cost is the primary factor in deciding how to spend time with friends, leading a third to prefer afternoon tea over a night out. Additionally, 54% actively seek social plans that do not revolve around alcohol, with 48% reporting they feel more present and engaged during laid-back, daytime gatherings.
The study also found that six in 10 Gen Z adults prefer to socialise in a more low-key manner than they did five years ago, indicating a sustained shift towards quieter, more intimate interactions.
Popular Activities and Brand Involvement
When asked about favourite activities with friends, shopping topped the list at 52%, followed by trying new food and drink experiences (47%). Exercise, board games, afternoon tea, and visiting themed or pop-up experiences also ranked highly.
Coca-Cola launched an immersive Cherry Coke Café experience to celebrate its new Float flavour, aligning with these trends. TV personality Maura Higgins, who partnered with the brand, commented, "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."
Ellie D’Silva, spokesperson at Coca-Cola Great Britain, noted, "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."
Broader Implications and Future Trends
This shift towards daytime socialising highlights Gen Z's focus on wellness, affordability, and meaningful connections. As younger adults continue to prioritise experiences over traditional nightlife, businesses and brands may need to adapt their offerings to cater to these evolving preferences.
The survey, conducted via OnePoll.com, also revealed that soft and fizzy drinks are the top choice (42%) for socialising in relaxed settings, further emphasising the move away from alcohol-centric gatherings.
