The annual office Christmas party is usually a decadent time of year, when coworkers bond with each other with the help of music, food, and, crucially, copious amounts of alcohol.
But this year, office Christmas parties will be ditching the booze and instead featuring mocktails and artisan sodas as bosses react to Gen Z employees’ new desire for sobriety.
More than a fifth of Christmas events this year are likely to be alcohol-free, according to research from event management company Together. This Christmas, 21% of parties will be alcohol-free, up from 19% last year.
According to Together, 74% of Gen Zers are aware of the health effects of alcohol and their bosses are catering to them with booze-free celebrations. This will be a further boon for beer suppliers who recognize non-alcoholic beverages as a lucrative and growing market.
“For Christmas 2024, it’s clear that Christmas parties are evolving in line with Gen Z’s values. From larger, more inclusive events to creative and Instagrammable venues, “The festive season is all about creating memorable experiences that reflect the unique and forward-thinking culture of today’s workforce,” said Abigail Glixman, Head of Event Sales at Together.
“For them, it’s not just about celebrating the end of the year, it’s about doing it in style. With alcohol-free options, contemporary themes and big-budget entertainment, Christmas parties in 2024 are sure to capture this vibrancy. It will leave an unforgettable impression on generations to come.”
Gen Z’s obsession with drinking alcohol has been well-documented in recent years, with young workers drifting away from the tastes of millennials and older.
In fact, many young people are cutting back on alcohol as they become more aware of the negative effects it has on their physical and mental health.
But there is disagreement over whether Gen Z is avoiding alcohol because of the associated health benefits or because it has simply become too expensive. As high inflation and interest rates reduce monthly disposable income, many drinkers are turning to cheaper alternatives or quitting alcohol altogether.
A survey of European adults aged 18-34 found that two-thirds will cut back on alcohol spending at bars and restaurants in 2023, citing cost of living pressures as the main reason for frugality. It turned out.
Nikki Lavoie, vice president of marketing, brand and innovation at Savanta, previously said, “There is a generational shift in attitudes towards alcohol consumption, and it appears that rising inflation has simply accelerated rather than created it.” Ta. luck.
Not everyone has been able to keep up with the changing trends of the increasingly powerful Gen Z customer base.
Peter Marks, chief executive of British nightclub owner Recom, said in February that the cost of living crisis meant more customers were “pre-drinking” at home to cut down on club spending. He said the economy is slowing down and spending less. when they are there.
Earlier this year, three in five Gen Zers said they wanted to reduce their alcohol intake by 2024.
The economic slowdown may be the real reason Gen Z is breaking away from older generations and embracing frugality, but their employers aren’t losing a dime this Christmas season.
According to research from Together, large-scale celebrations are on the rise, with 44% of events having 100 or more guests. And while alcohol-free events are on the rise, 40% of businesses are increasing their overall drinks budget compared to last year.
