The annual office Christmas party is usually a time of indulgence, where coworkers bond over music, food, and, especially, plenty of alcohol.
But this year’s office Christmas parties are taking a different approach by ditching the booze in favor of mocktails and artisanal sodas, responding to the new trend of temperance among Gen Z employees.
According to research from events management company Togather, over one-fifth of the Christmas events they are organizing this year are expected to be alcohol-free. This marks an increase from last year’s 19% to 21% of parties going booze-free this Christmas.
Togather notes that 74% of Gen Zers are mindful of the health effects of alcohol, leading their employers to host alcohol-free celebrations. This shift is also benefiting beer suppliers, who see alcohol-free beverages as a growing market.
“Looking ahead to Christmas 2024, it’s clear that holiday parties are changing to align with Gen Z’s values. From more inclusive events to stylish venues, this festive season is focused on creating memorable experiences that reflect the modern workforce’s culture,” said Abigail Gliksman, events sales executive at Togather.
“For Gen Z, it’s not just about celebrating the end of the year, but doing so in a trendy way. Whether through alcohol-free choices, contemporary themes, or high-budget entertainment, Christmas parties in 2024 will make a lasting impression on this dynamic generation.”
The Gen Z trend of temperance has been noticeable in recent years, as younger workers differ from millennials and older generations in their drinking habits.
Many young people are reducing their alcohol consumption due to increased awareness of its negative effects on health. However, there is debate about whether Gen Z is avoiding alcohol for health reasons or due to cost concerns. Some are opting for cheaper options or choosing to go completely alcohol-free in response to rising costs caused by inflation and interest rates.
A survey of European adults aged 18-34 revealed that two-thirds had cut back on alcohol spending at bars and restaurants in 2023, citing cost of living pressures as the main reason for their frugality.
“There seems to be a change in attitudes towards alcohol consumption among generations that inflation has only accelerated, rather than caused,” said Nikki Lavoie, EVP of marketing, brand, and innovation at Savanta, in a previous Fortune article.
While some businesses struggle to adapt to the changing preferences of Gen Z customers, others are embracing the trend of temperance. Despite economic challenges, employers are not cutting corners on their holiday celebrations.
According to Togather’s research, larger celebrations are becoming more common, with 44% of events catering to over 100 guests. While some events may be alcohol-free, 40% of companies are increasing their overall drinks budgets compared to last year.
