21+ Gen Z and Millennials (18+ in WE) made conscious decisions to go out more in the last year. YPulse’s 2022 In Between Trend predicted that young people would, despite their concerns about COVID, move forward with their lives. And with the increase of nightlife, Gen Z and Millennials are doing just that! However, young people are more interested in drinking at home (either alone or with friends) and (in NA) are making an effort to limit the amount of alcohol they drink. With health and wellness influencing their decisions, cutting back on alcohol will likely continue in the coming years.
In this year’s Nightlife and Drinking Report, we explore young people’s feelings about going out, how often they go out, what their preferred choice of alcohol is, and how brands can successfully interact with young people without pushing the boundaries.
Report length: 17 pages, North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada, fielded in November. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in November 2022
