Speaking at the MA Leaders Club conference in London last week (4 March), Nicholas White, head of strategic research at Attest, said the industry needed to look beyond Gen Z and begin preparing for the habits and expectations of the cohort that follows.
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White said Generation Alpha, those born between 2010 and 2025, are growing up in a far more digitally connected environment, with an average of five internet connected devices per household and gaming playing a central role in how they socialise.
Interactive formats
He argued that pubs and bars would increasingly be competing not just with other venues, but with at home entertainment platforms and gaming environments.
“Habits forming today will define menus tomorrow,” he said.
According to White, 75% of the group is gaming, while a significant proportion spend several hours a day on social media. This means operators need to think more carefully about how to make venues feel as engaging, social and comfortable as the digital spaces younger consumers already inhabit.
He said gaming nights, interactive formats and more immersive experiences could become increasingly important in encouraging this group into physical venues as they get older.
Wellbeing and health
White also pointed to a continued moderation shift, with younger consumers drinking less and placing greater importance on control, wellbeing and understanding what they are putting into their bodies.
He said just 34% of today’s teens have tried alcohol, compared with 72% of 15 year olds in 2013, reflecting a marked shift in behaviour.
That trend is being shaped not only by changing attitudes among young people themselves, but also by what they see at home, with parents drinking less and alcohol often playing a less prominent role in day to day life.
Mental health and wellbeing were also highlighted as key themes. White said younger consumers were generally more open in talking about how they feel, with two thirds struggling with mental health occasionally and 26% identifying as neurodivergent.
As a result, he said operators should think carefully about how approachable and inclusive their venues feel, and what kinds of experiences are likely to appeal.
“Experience over excess” is likely to define future demand, he said, with events such as quizzes, karaoke and gaming led formats offering a more relevant route in than traditional drinking occasions.
Food is also expected to play a more central role. White said Gen Alpha teens are already spending on food regularly and are likely to value flexible menus, social eating and better digital functionality, such as mobile ordering, reviews, loyalty tools and image led menus.
No and low alcohol options, premium soft drinks and mocktails will also become more important, he added, particularly where they are offered without stigma.
White said brands should also think differently about how they market to this group, pointing to in game brand experiences, co creation and user generated content as areas of opportunity.
“Operators who evolve early will lead,” he said, adding that businesses should start testing formats now rather than wait until Generation Alpha reaches legal drinking age.
He suggested pubs could even look at simple social gaming formats, such as group friendly consoles, to help create more communal, interactive environments.
The key challenge for operators, White said, will be to build venues that reflect the way younger consumers already socialise, while ensuring the offer remains commercially relevant for the years ahead.
