The annual office Christmas party is usually a time of decadence, where coworkers get to know each other better with the help of music, food, and, most importantly, lots of alcohol.
However, this year’s office Christmas parties will ditch the booze and instead feature mocktails and artisanal sodas, as bosses react to Gen Z staffers’ new push to keep things simple.
Research from events management company Togather shows more than a fifth of the Christmas events they will hold this year are likely to be alcohol-free. The 21% of partygoers set to go booze-free this Christmas is an increase from the 19% figure from last year.
Togather says 74% of Gen Z are aware of the health impacts of alcohol, encouraging their employers to accommodate them with booze-free celebrations. This will be another benefit for beer suppliers, who have identified alcohol-free drinks as a profitable growth market.
“As we head towards Christmas 2024, it’s clear that Christmas parties are evolving in line with Gen Z values. From larger, more inclusive events to creative and Instagrammable venues, this festive season is all about creating memorable experiences that reflect the culture of today’s unique workforce and forward-thinking,” said Abigail Gliksman, event sales executive at Togather.
“For them, it’s not just about celebrating the end of the year—it’s about doing it in style. Whether through alcohol-free options, modern themes or big-budget entertainment, Christmas parties in 2024 will leave a lasting impression on this dynamic generation.”
Generation Z’s infatuation with simplicity has been well documented in recent years, with young workers differing from the tastes of millennials and above.
It is true, many young people are reducing their alcohol drinking habits amidst increasing awareness of the negative effects of alcohol on physical and mental health.
However, there is some disagreement as to whether Gen Z is avoiding booze because of its health benefits or because it is too expensive. Many drinkers are turning to cheaper alternatives or becoming sober as the combination of high inflation and interest rates leaves them with less income each month.
A survey of European adults aged 18-34 found that two-thirds had reduced their alcohol spending in bars and restaurants by 2023, with cost of living pressures cited as the main reason they downsized.
“There appears to be a generational shift in attitudes towards alcohol consumption that is actually being accelerated, not created by rising inflation,” Nikki Lavoie, EVP of marketing, brand and innovation at Savanta, previously said Property.
Not everyone is able to keep up with the changing trends of the increasingly strong Gen Z customer base.
In February, Peter Marks, CEO of British nightclub owner Rekom, said the cost of living crisis was driving more of his customers to “drink first” at home in order to spend less money at his clubs, meaning they arrived later and spent more. little money. when they are there.
At the start of the year, three in five Gen Z said they wanted to reduce their alcohol intake by 2024.
While the economic slowdown may be the real reason why Gen Z is breaking with the older generation and embracing simplicity, their employers are not sparing a penny this festive season.
Together’s research found that large celebrations are on the rise, with 44% of events hosting more than 100 guests. Despite more non-alcoholic events, 40% of companies increased their overall beverage budget compared to last year.