The majority of young adults now prefer low-key socialising over traditional nights out, with gym sessions, afternoon tea and board games becoming the new go-to activities
Young adults are ditching nights out on the town for more low-key social activities, such as working out at the gym or indulging in afternoon tea. A survey of 1,000 adults aged 18 to 29 found that 53% prefer daytime or early evening get-togethers over late-night socialising.
Instead of hitting the bars, Gen Z is opting for more relaxed, experience-led activities, including gym sessions (38%), afternoon tea (24%), board game nights with friends (28%), and crafting sessions (18%). Other popular pastimes include book clubs (12%), running clubs (13%), and wellness classes (13%).
The study was conducted by Coca-Cola, which has launched an immersive Cherry Coke Café experience to promote its new range and flavour, Float.
Research has revealed that younger adults are gravitating towards a nostalgia-infused approach to socialising, with 86% revealing that they enjoy reinventing past trends in their own unique way. Moreover, 52% find modern twists on nostalgic experiences more appealing than traditional or entirely new activities.
Maura Higgins, who has teamed with the brand, said: “I love anything that brings people together in a fun, relaxed way. Anything with a cute twist on something we all know, but with a fresh, playful feel, is a favourite of mine.”
The study also discovered that six out of ten people prefer socialising in a more low-key manner now compared to five years ago. For 78%, cost played a significant role in choosing how to socialise with friends, with one-third favouring afternoon tea over a night out.
Over half (54%) of respondents actively seek out social plans that don’t involve alcohol. Consequently, 48% feel more present and engaged during relaxed, daytime social gatherings.
When asked about their preferred activities to do with friends, shopping topped the list (52%), followed by trying new food and drink experiences (47%).
Exercise (38%), board games (28%), afternoon tea (24%), and visiting themed or pop-up experiences (24%) also made the cut.
Among those participating in the study, conducted via OnePoll.com, soft and fizzy drinks emerged as the top choice (42%) for socialising in relaxed settings.
Ellie D’Silva, spokesperson at Coca-Cola Great Britain, which saw the café open over the weekend allowing guests to explore the space and book an afternoon tea experience, said: “The results show Gen Z are part of a ‘spin generation’, they love to take elements of the past and reinterpret them in a way that reflects their own style and identity.
“Whether it’s reimagining classic social rituals like afternoon tea or picking a new favourite in the new range, we wanted to create an experience that feels both nostalgic and new.”