Generation Z ‘too awkward for pubs’

By Nicholas Robinson

- Last updated on GMT

Like, what's a pub?: Generation Z puts a spanner in the works for pubs
Like, what's a pub?: Generation Z puts a spanner in the works for pubs

Related tags Social media Pub market report Alcoholic beverage

The next generation suffers from an obsession with social media and a limited desire to drink, which puts visiting the pub almost to the bottom of the list of where they want to spend their time.

According to The Morning Advertiser’s ​sister title MCA​’s 2017 Pub Market Report​, those aged 18–24 are less inclined to visit the pub to have a drink and catch up with friends and would rather update Facebook or post on Snapchat.

A third of those in the age category are now teetotal and consider social media as a better use of their time than popping to the local, which makes the pub the 16th​ most popular pastime among the group.

In-depth research among 1,000 consumers aged 18–34 has built an accurate picture of attitudes, interests and behaviours of Generation Z and Millennials, the report said.

Getting to grips with Millennials

Now pubs have got to grips with Millennials, the next big question is what does Generation Z want and what will get them to the bar, asks the report, which also claims to give the answer.

One thing, however, is clear and that is free WiFi and a wider range of soft drinks is no longer enough to keep younger consumers coming back.

MCA executive director Simon Stenning said: “The fix is more complex. For pubs to position their venues for young people, they need to consider a range of influential factors, including the pub environment and experience.

“Our young adults pub visits survey gives pub operators and suppliers a valuable compass for increasing their relevance to changing consumer needs.”

Read the full report

To purchase the full report and find out how you can attract Generation Z and the Millennials, contact Laura Bicknell by email at​.

Meanwhile, there are seven things pubs can do to attract the elusive Generation Z​ according to Chloe Combi, author of Generation Z: Their Voices, Their Lives​.

Social media-savvy operators are more likely to attract the smartphone surfers, as well as those who offer unusual, picture-worthy drinks, according to the author.

Of pubs using social media Combi said: “I speak to CEOs and they say ‘I don't have time’. My answer to that is most pubs have fairly young bar staff, put them in charge of it. Have a social media person, [let them] create a Snapchat story of a Saturday night, it's amazing marketing.”

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