SAN FRANCISCO (KRON) -- The tide is slowly turning for how Gen Z is partying.
Less alcohol. Less dark and loud nightclubs. Fewer hangovers.
Nightlife trends for young adults are undergoing a shift in how they socialize. According to a study, 61% percent of Gen Z adults (born between 1997 and 2002) said they plan to reduce their alcohol consumption to prioritize their overall health.
So how are these people socializing if it doesn't involve the overpriced cocktail at the club with floors that progressively get stickier as more sugar and alcohol-infused drinks spill throughout the night?
Enter "soft clubbing."
It is going out to party without actually having to go out and party -- meaning go to events that are not centered around alcohol consumption. According to event platform Eventbrite*, the most common events include the following.
Coffee Clubbing
More cafes are having live music and DJs performing while people gather for a cup of joe. According to Eventbrite, there has been a 478% increase within the past year for such events across the U.S., particularly thriving in Houston, Austin and Seattle.
Matcha shortage affecting San Francisco cafes amid recent boom in Japanese tea drink’s popularity Enthusiastic participants cheer, dance, and celebrate at a Cycle for Survival event at Equinox in New York City, Sunday, March 10, 2024. (Diane Bondareff/AP Images for Cycle for Survival)Morning Dance Parties
These kinds of events have increased 20%, according to Eventbrite. The gatherings are energy starters that start the day with movement and music. Events are hosted by organizations like Daybreaker, which has events in San Francisco and many other major cities.
"What if we woke up dancing... with free coffee & matcha shots at the bar, no overpriced drinks. Your favorite dance music artists, no hangovers, no VIP, no drunk bros, and dance floors for real dancing," an event description by Daybreaker reads.
Thermal Gatherings
These gatherings range from "sauna raves" to "cold plunge parties." Thermal gathering events have increased 256% nationwide and a whopping 1,105% increase in attendance.
According to Eventbrite, the rise of "soft clubbing" is fueled by several factors, including "intermittent sobriety." The other three factors are the economic realities of increasing alcohol prices, "a craving for authentic connection" and "smart, safer socializing."
So is "soft clubbing" here to stay?
"Early indicators suggest that Soft Clubbing will continue expanding throughout 2025, with interest spreading beyond major metropolitan areas," Eventbrite writes. "As Gen Z continues to redefine cultural norms around health, community, and celebration, Soft Clubbing represents more than just a new way to party."
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And it's not just Gen Z. More millennials (born between 1981-1996) also planned to consume less alcohol in 2024, according to the same study. Forty-nine percent of them planned to do so, an increase of 26% the year prior.
For more than 25 years, from 1997 and 2023, at least 60% of Americans (regardless of age) self-reported that they drink alcohol, according to a Gallup poll. That number dropped to 58% in 2024 and a historic low of 54% today.
The previous low recorded by Gallup was 55% in 1958 -- compared to a high of 71% between 1976-78.
"The consecutive declines in Americans’ reported drinking the past few years are unmatched in Gallup’s trend and coincide with recent research indicating that any level of alcohol consumption may negatively affect health," the Gallup study states.
The Gallup study revealed that a decline in alcohol consumption is not leading people to shift to other substances like recreational marijuana. Increased marijuana use "doesn’t appear to be a factor in people choosing not to drink alcohol."
*Eventbrite's data compared trends between the first half of 2024 and 2025. It analyzed 16 of the major U.S. cities (Atlanta, Boston, Chicago, Houston, Los Angeles, Miami, New York, San Francisco, Washington, D.C., Philadelphia, Seattle, Dallas, Denver, Austin, Phoenix and Nashville.)
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