The New Social Workout: Why Traditional Bars and Pubs Won’t Cut It for Gen Z

In the December feature of Bar Magazine, our Head of Marketing and anthropologist practitioner, Dr. Pardis Shafafi examined how younger adults are redefining what social connection looks like and what this shift means for hospitality and nightlife.

The feature explores a growing move away from alcohol-led socialising among Gen Z. This change is driven by greater awareness of health, mental wellbeing, and the desire for more intentional use of time. Rather than defaulting to late nights in pubs and bars, many younger adults are seeking environments that offer structure, shared purpose, and community. These qualities are increasingly associated with gyms and activity-led spaces.

This change is unfolding against a broader backdrop of declining in-person socialising. According to Eurofound’s Living and Working in Europe 2023 report, people aged 16 to 24 in Europe now spend around 25% less time socialising face to face than they did a decade ago. Increased screen time, fewer spontaneous plans, and a reliance on digital connection have contributed to rising concerns around loneliness and mental health among younger generations.

The Bar Magazine feature connects these trends to the rise of competitive and activity-based socialising. Structured, time-bound experiences, from social gaming to organised group activities, lower the barrier to saying yes to plans. They provide a clear reason to leave the house, reduce social pressure, and offer an experience that feels rewarding without relying on alcohol or excess spending.

Rather than signalling a loss of social culture, the feature argues that Gen Z’s behaviour reflects a recalibration. Community is still highly valued, but it is increasingly found in spaces that combine play, participation, and wellbeing. In this context, gyms, social games, and interactive venues are filling a role once dominated by pubs by offering connection, routine, and shared experience in formats that align with modern lifestyles.

The full feature considers how hospitality operators can respond by rethinking what a great night out looks like for a generation that is more selective, more health conscious, and more intentional about how and where they spend their time.

Read the full December feature in Bar Magazine here on page 44-45:

The New Social Workout: Why Traditional Bars and Pubs Won’t Cut It for Gen Z

Reference:

Eurofound (2024). Living and Working in Europe 2023. European Foundation for the Improvement of Living and Working Conditions.