How are brand owners trying to win over Millennial and Gen Z consumers? - Consumer Intel

How are brand owners trying to win over Millennial and Gen Z consumers? – Consumer Intel

Last updated: 18/12/2024 at 12:28 PM

1 November 2024

20 Min Read

While the facts show that both Millennial and Gen Z consumers are drinking less alcohol, do they like the same things in the same settings at the same times? Or, do the two groups have wildly different consumption occasions and needs?

Attempting to pinpoint the reasons why the Millennial (born between 1981 and 1996) and Gen Z (1997–2012) consumer demographics are drinking less has preoccupied beverage alcohol brand owners for some time now, so it’s little surprise to find a plethora of studies devoted to the subject.“Younger LDA consumers growing up in the smartphone era have a fundamentally different set of needs from alcohol compared to the pre-smartphone generations," says IWSR Bevtrac product lead Ivana Mitic. “The need for socialising among this cohort remains very strong, but the main differences are the nee