Gen Z drives a fifth of office Christmas parties to be alcohol-free

However, this year’s office Christmas parties will ditch the booze and instead become mocktails and craft juices as bosses react to Gen Z staff’s new desire for temperance.

Research by event management company Togather suggests that more than a fifth of the Christmas events they will be holding this year are likely to be alcohol-free. The 21% of parties to be alcohol-free this Christmas is an increase on last year’s figure of 19%.

Togather says 74% of Gen Zers are aware of the health impact of alcohol, prompting their bosses to host them with booze-free celebrations. It will be another boon for beer purveyors, who have identified non-alcoholic beverages as a lucrative growth market.

“As we look towards Christmas 2024, it’s clear that Christmas parties are evolving in ways that align with Gen Z values. From larger, more inclusive events to creative, Instagrammable venues, this festive season it’s about creating memorable experiences that reflect the unique, forward-thinking culture of today’s workforce,” said Abigail Gliksman, director of event sales at Togather.

“For them, it’s not just about celebrating the end of the year, it’s about doing it in style. Whether it’s alcohol-free options, modern themes or big-budget entertainment, Christmas parties in 2024 will leave a lasting impression on this vibrant generation.”

The Gen Z-led thrift craze has been well-documented in recent years, with young workers diverging from millennial tastes and beyond.

Indeed, many young people are reducing their alcohol consumption amid increased awareness of the adverse effects of alcohol on physical and mental health.

However, there is some disagreement as to whether Gen Z is avoiding the drink because of the associated health benefits or because it has simply become too expensive. Many drinkers are turning to cheaper alternatives or going completely sober as a combination of high inflation and interest rates has left them with less disposable income each month.

A survey of European adults aged 18 to 34 found that two-thirds would cut their spending on alcohol in bars and restaurants in 2023, with cost-of-living pressures cited as the main reason for their restraint.

“There appears to be a generational shift in attitudes toward alcohol consumption that inflationary increases have simply accelerated rather than created,” previously said Nikki Lavoie, executive vice president of marketing, brand and innovation at Savanta. wealth.

Not everyone has been able to keep up with the changing trends of an increasingly strong Gen Z customer base.

In February, Peter Marks, CEO of UK nightclub owner Rekom, said the cost of living crisis was causing more customers to “drink before” at home to spend less at his clubs, meaning they arrive later and spend less. when i’m there

At the start of the year, three out of five Generation Zers said they wanted to reduce their alcohol consumption in 2024.

While an economic slowdown may be the real reason Gen Z broke away from older generations and embraced frugality, their employers aren’t pinching their cash this festive season.

Together’s research found that large celebrations are on the rise, with 44% of its events hosting more than 100 guests. And while more events will be alcohol-free, 40% of companies are increasing their total beverage budget compared to last year.