Generation Z ‘too awkward for pubs’

04-Jul-2017 - Last updated on 06-Jul-2017 at 11:39 GMT

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

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 16^th 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 Laura.Bicknell@mca-insight.com.

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.”