Millennials Are Now Off The Booze & Shunning The Big Night Out!

Millennials Are Now Off The Booze & Shunning The Big Night Out!
SHARE
THIS



In this guest post, David Willey, director and founder of Growth Tank & the Millennials Marketing Conference, says Aussie Gen Ys are becoming a far more sober bunch, shunning the traditional boozy night out and preferring cheaper, more mindful forms of entertainment instead…

Compared to generations above them, Millennials have a very different outlook on alcohol consumption in social situations. With a stronger focus on employment, health and saving money, sober socialising is the new trend embraced by mindful Millennials.

Reducing alcohol intake

The 2016 National Drug Strategy Household Survey reported that Millennials were consuming less alcohol than previous generations with many opting to abstain from alcohol or drink at low-risk levels. For those engaging in sober socialising, the reasons appear to revolve around maintaining their physical and mental health as opposed to removing alcohol due to drink problems.

 The Millennial approach to sobriety

In a society that constantly promotes wellbeing, mindfulness and trendy health foods Millennials are pressured to maintain a nutritious and healthy diet. Giving up alcohol is simply an extension of clean eating.

Millennials are less inclined to socialise in bars or attend house parties thanks to the ease in which they can now communicate in group chats, predominantly via their smartphones. This saves time and money, hence reducing social drinking as conversation is initiated through text, also allowing for multi-tasking, which is vital for active Millennials.

 As a career-focused generation, Millennials follow the motto “Work Hard, Play Later.” Keen to progress in the workplace and make good impressions, they spend more time prepping for work than lingering for last orders.

Social media influencing decisions

Millennials are permanently active on social media, forever updating their peers on their current activities, often through photo-sharing apps like Snapchat and Instagram. Healthy living is an intrinsic part of their identity, and Millennials waste no time authenticating this sober lifestyle through their social identities. Ranging from tasteful granola bowls and super smoothies to new sports apparel and a map of their 10-kilometre run, tracked using their fitness app.

According to a report by Heineken, self-awareness and staying in control are the main incentives for Millennials consuming less alcohol on nights out. The impact that a drunk photo could have on their carefully constructed online identities is enough of a reason to remain sober.

Millennials alternative to alcohol-fuelled nights out

This generation want more for their money – spending their hard-earned cash at the same bar every weekend is not their style. Instead, Millennials are attracted to experiences, something memorable and diverse such as pop-up restaurants, cookery classes and mini concerts. Linking back to social identities, Millennials want to share these experiences on their social platforms, continually evidencing their sophisticated social lifestyle.

Please login with linkedin to comment

David Willey Designworks Eardrum Australia Millennials Marketing Conference

Latest News

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends
  • Media

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends

Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]

Australian Rules football on grass
  • Uncategorised

AIA Australia Partners With Yet Another AFL Team

AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]

Apple Ads Spark $16M Lawsuit
  • Technology

Apple Ads Spark $16M Lawsuit

Apple has been fined $16 million for misleading ads. Tim Cook pays it with loose change from behind the couch.

by B&T Magazine

B&T Magazine
AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users
  • Technology

AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users

Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation
  • Advertising

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation

To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]

Tom Pitney Promoted To Strategy Director At Junkee Studio
  • Media

Tom Pitney Promoted To Strategy Director At Junkee Studio

Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
  • Media

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”

Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]

by B&T Magazine

B&T Magazine
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
  • Campaigns

TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’

Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]

Fort Wayne, Indiana - Circa April 2017: Pepsi and PepsiCo Vending Machines Awaiting Repair. Pepsi is one of the largest beverage producers in the world IV
  • Marketing

PepsiCo ANZ Appoints New CMO For Snacks & Beverages

PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]