Get In Touch
There's a world of Data Insight Opportunity just for you
Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
We’re excited to unveil our brand-new dynamic content, aimed at keeping you in the know on the latest trends impacting today’s consumers. Explore cultural shifts driving Gen Z’s changes in consumer preferences, with specific insights in the AlcBev sector, and connect what this means for brands across categories.
April 19, 2024
Giana Damianos – Associate Director, Cultural Insights
This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.
Younger generations always seem to get a bad rap for “ruining” things (think: headlines bemoaning all the industries Millennials “killed”). Discourse around Gen Z looks eerily familiar, with one of the standouts being the death of alcohol. But Gen Z’s sober curiosity isn’t just a fleeting trend—it’s motivated by foundational generational insights and has been progressively on the rise over several years.
Our latest research dives deep into unpacking why Gen Z’s interest in alcohol is declining—from health and mental wellness, to economic factors, as well as changing tastes and shifting social dynamics. But it’s not just beverage makers that should take note; these driving forces have the same propensity to affect other categories as well. Brands of all industries will benefit from understanding Gen Z on a fundamental level to better forecast the future of their consumer behavior.
Fill out the form to download a sample of our report that offers relevant insights on how to engage Gen Z consumers with dynamic insights.
Gen Z’s sober curiosity indicates their broader shift from ‘tradition’. Gen Z puts less stock in ‘the way things have always been’ or ‘what everyone else is doing’ and unabashedly turns inward to make individualized choices that are best for themselves.
Don’t expect Gen Z to follow traditional norms or consumer trends just for the sake of it. Give them a strong ‘why’ behind your brand and product that they can connect to.
Gen Z’s relationship to alcohol is fluid, at times opting for a no-lo alternative and sometimes cutting back on consumption overall. The generation doesn’t dislike alcohol—they just don’t glamorize it and are easily satisfied by other things than just the effect of alcohol.
Lead with the differentiating attributes of your product (other than ABV) to stand out amongst the myriad of alcohol and no-lo beverage options available. This could be unique flavors, health benefits, and even brand values to catch choosy Gen Zers’ attention.
The world’s leading brands turn to Collage Group to build trust with this critical consumer segment and more. Contact us below for additional studies on how to connect with Gen Z consumers, and to learn how to make your brand a winner with high-growth segments.
Giana joined Collage in 2019 from Indiana University, where she studied economics, political science and psychology. In her spare time, Giana is getting to know Washington DC and its historic architecture.
Recent Posts
Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
Stay Informed
Email *:
MARKET RESEARCH
SOLUTIONS
fluen.ci App for Cultural Insights
Consumer Research Data & Tools
RESOURCES
Webinar & Events
ABOUT
Who We Are
Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
4550 Montgomery Avenue
Bethesda, Maryland, 20814
(240) 482-8260
Stay Informed
Email *:
Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
Captivate Asian Americans with Authentic Brand Engagement
Are you effectively engaging and celebrating Asian American consumers for AAPI Heritage Month and beyond? If not, you are overlooking an important and diverse community that possesses an exceptional growth rate and $1.4 trillion dollar purchasing power.