Gen Z pushes Thursday for alcohol-free office Christmas parties
The annual office Christmas party is usually a decadent time where colleagues get to know each other better with the help of music, food and most importantly, lots of alcohol.
However, this year’s office Christmas parties are expected to ditch the booze and instead liven up mocktails and craft sodas, as bosses respond to the new urge on the peacefulness of Gen Z employees.
Research from event management company Togather shows that more than a fifth of the Christmas events it organizes this year are likely to be alcohol-free. 21% of parties are set to be alcohol-free this Christmas, up from 19% last year.
Togather said 74% of Gen Z are aware of the health effects of alcohol, prompting their bosses to organize alcohol-free parties for them. This will be another benefit for beer suppliers who have identified the beverage as non-alcoholic lucrative growth market.
“As we look ahead to Christmas 2024, it’s clear that Christmas parties are evolving in ways that align with Generation Z values. Abigail Gliksman, director of events sales at Togather, said know: From larger, more inclusive events to creative, Instagrammable venues, this festival season is all about creating memorable experiences that reflect a unique, thoughtful culture advancement of today’s workforce.
“For them, it’s not just about celebrating the end of the year, it’s also about doing it in style. Whether it is through alcohol-free options, modern themes or big-budget entertainment, Christmas parties in 2024 will leave a lasting impression on this vibrant generation.”
The temperance craze fueled by Gen Z has been good documentation in recent years, with a young workforce diverging from the tastes of Millennials and older.
Indeed, many young people are cutting back on their drinking amid growing awareness of the harmful effects of alcohol on physical and mental health.
However, there is some disagreement about whether Gen Z is staying away from alcohol because of the associated health benefits or because it has become too expensive. Many drinkers are turning to cheaper alternatives or going completely sober as the combination of high inflation and interest rates leaves them with less disposable income each month.
A survey of European adults aged 18-34 found that two-thirds have Cut back on their alcohol spending in bars and restaurants by 2023, with cost-of-living pressures said to be the main reason they are saving.
Nikki Lavoie, EVP marketing, brand and innovation at Savanta, previously said: “There appears to be a generational shift in attitudes towards alcohol consumption which the rise in inflation has simply increased accelerate, not create. Luck.
Not everyone can keep up with the changing trends of the increasingly powerful Gen Z customer base.
In February, Peter Marks, CEO of UK nightclub owner Rekom, said the cost of the living crisis was huge. attract more customers “drink first” at home to spend less when they go to his club, meaning they arrive later and spend less while there.
At the start of the year, three-fifths of Gen Z said they wanted to cut down on their alcohol consumption in 2024.
While the economic downturn may be the real reason Gen Z has broken with older generations and adopted a moderate attitude, their employers won’t be saving every penny this holiday season.
Research by Together shows that large celebrations are on the rise, with 44% of events serving more than 100 guests. And although more and more events are going alcohol-free, 40% of companies are increasing their overall beverage budgets compared to last year.
