YPulse has long been telling brands how young people have embraced a homebody status and just aren’t as into going out on the town the way previous gens were. This trend is confirmed by YPulse’s POV: Gen Z is Hosting trend report, which shows that 63% of European 13-39-year-olds say they prefer to go to someone’s house when they have a planned gathering with friends, as opposed to going out. Teens, young adults, and Millennials all answered in very similar numbers, proving that the preference to party at someone’s house is a solid characteristic of these generations now. Gen Z and Millennials simply like the intimacy of known private spaces (their own or their friends) rather than mingling in public venues like bars, and clubs. But this generational behavior has consequences for businesses: in the U.K., the nightlife scene has experienced a downturn in recent years, forcing many major nightclub chains to shut down for good. But this actually represents an opportunity for brands, too, as long as they...
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