The TL;DR: Gen Z drinkers are choosing to cut back on alcohol due to rising costs and a record low 54% number of Americans are drinking due to health concerns. Young adults are still partying, but finding home-hosted experiences more fun in addition to cost-effective and healthier. Instead of the main event being a night out at a club or bar, more people are opting to make the “pregame” the main event - and it has a domino effect on how young adults are spending time with their friends.
In a 2024 survey, 65% of Gen Z respondents planned to drink less. And of that, 22% were choosing to cut back due to financial pressures. That number has undoubtedly grown as economic pressures have hit all Americans in the last year. Young people are having a hard time justifying a $20 cocktail amid the rise of other necessary cost of living expenses, and as a result, spending $50 to $100 in one night at a club or bar is less appealing than hosting friends at home, where the party is BYOB (with any kind of B.)
Traditionally, “pregaming” was meant to be a short period of time before a night out, where friends got ready and imbibed together. Now, Gen Z is sharing more on social about how the pregame has easily become the best part of the night. In a testimonial shared by Impact, a 27 year old Californian says, “Pregaming is funny to me because I find myself having more fun at the pregame than whatever event or club we are on our way to.”
This change in behavior is causing a domino effect in how young adults spend time with their friends as they choose to host more at home. In an IHA survey, Gen Z’s leading reason to host their friends at home is that it’s budget-friendly, followed by being able to try new recipes or a themed/concept party. While the first is indicative of the reasons we know people are partying at home more, the last two indicate that being able to host a social-worthy party is also part of the draw of hosting at home — for friends to post about it.
As young adults’ party behaviors continue to evolve, brands should evolve how they reach Gen Z and older revelers. The “night out” is no longer the main event, and while clubs are seeing fewer young people, the party hasn’t stopped - it just now looks like presentation parties or community potlucks where everyone contributes. For applicable brands who want to focus on strengthening community, focus on how you can enhance these these more intimate home events over traditional nightlife.
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