PHOTOGRAPHY BY LAUREL GOLIO
These days socialization is all about empowerment and choice. People want to be able to decide for themselves what and whether they are drinking, just like they do with other aspects of their lives, says Christine Hasbún VP, Head of Consumer Planning at Diageo North America, a global beverage company with a leading portfolio of alcoholic and adult non-alcoholic beverage brands. This is especially true of Millennials and Gen Zers of legal drinking age.
'I think people are kind of moving away from that very black and white, super hard line demarcation, and they're going into a place where there's more options, it's more fluid, it connects more with their lifestyle,' says Hasbún.
Diageo has embraced this concept by developing a 'Cheers to Choice' bar it pops up at events around the country. The idea is to present consumers with a full range of options across the spectrum from alcoholic to lower alcohol to non-alcoholic.
'It's an effort to meet people where they are and educate them about choices and a new way to think about consumption, whether they choose to have alcohol or not,' says Stephanie Childs, Executive Vice President of Corporate Relations, Diageo North America.
We're living in a world where we've got people coming into alcohol with an expectation that they can choose to not drink more, but drink better.
Christine Hasbún
Just as a person would order gelato one day and drink an oat milk latte the following day without giving the switch from dairy to a dairy alternative a second thought, they might have a Negroni one day and a non-alcoholic Guinness 0 the next; or even on the same night. The trend of alternating between alcoholic and nonalcoholic drinks is called zebra striping—and it's growing in popularity. According to recent research, 94 percent of consumers who buy adult non-alc products also purchase beer, wine, or spirits containing alcohol. It's not an either/or situation.
But it might just be a better situation. Take Gen Z. 'There's this belief that Gen Z is drinking less. Or they're not drinking. Or they hate alcohol. 'That's actually not exactly true,' says Hasbún. 'What they're doing is drinking less beer and wine, and instead they've embraced spirits and cocktails.'
Case in point: The cheap beer and a burger of the previous generation—or the drunken, stumbling slice of pizza—has been replaced by the New York Happy Meal, an adult version of the treat consisting of a martini and french fries. 'We're living in a world where we've got people coming into alcohol with an expectation that they can choose to not drink more, but drink better,' says Hasbún. 'It's this realization that you can deliberately control what you consume.'
And as for moderation? That's not just Gen Z or Millennials either. It's a trend that spans generations. Nor is it an entirely new thing.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
4 hours ago
- Yahoo
Generation Z employees say they rely on AI for emotional intelligence
This story was originally published on HR Dive. To receive daily news and insights, subscribe to our free daily HR Dive newsletter. Generation Z employees are increasingly using artificial intelligence tools for emotional intelligence concerns in the workplace, such as understanding a manager's tone in an email and drafting an appropriate reply, according to a June report from In a survey, 76% of Gen Z workers said they use AI chatbots. Among those, 94% said they've used AI to navigate workplace issues. Nearly 3 in 10 said they do so 'all the time,' while 40% do it often. 'Gen Z workers often feel more validated and confident after consulting AI because these tools offer immediate, judgment-free feedback in a format that feels safe and familiar to this generation raised in a digital world,' said Kara Dennison, head of career advising at In the survey of more than 1,000 full-time U.S. Gen Z workers, nearly half said they change how they communicate with others after using AI; a third respond more assertively than usual, and 26% apologize or take responsibility. Gen Z workers said they most commonly use AI chatbots to interpret tone, with 75% saying they've asked a chatbot to analyze an email, Slack message or other digital communication. They've also used AI for emotionally charged, sensitive situations that involve miscommunication or direct conflicts with managers or co-workers. Although many Gen Z workers say AI chatbots help them process workplace conflicts, it isn't always positive. Forty-three percent said AI reinforced their biased reaction or beliefs, and 17% said AI has made them less likely to take personal responsibility. 'One of the biggest risks is the elimination of personal responsibility,' Dennison explains. 'If an AI tool consistently validates a user's perspective without challenging it, it can reinforce a fixed mindset, enabling blame-shifting rather than self-reflection.' Dennison noted the potential upsides of AI use but emphasized that chatbots can't address the nuances or empathy needed in sensitive situations. For instance, AI can't interpret body language, understand power imbalances or navigate organizational context, she said, adding that AI users may miss out on professional development or real-world feedback from workplace conflicts. 'Healthy workplace communication depends on empathy, active listening and accountability,' Dennison said. 'AI can complement that process, but it cannot replace it.' More than half of Gen Z workers see AI tools as a co-worker or even a friend, and nearly half said they'd rather ask a chatbot a question than consult their boss, according to another report from Workers said they use AI to complete tasks, make tough decisions, seek advice and find mental health support. In the midst of AI use and workplace conflicts, HR pros can help create an emotionally healthy culture, according to a report from McLean & Co. Instead of avoiding emotions at work, employers can be 'proactive about how emotions and work can coexist to enable workplaces where everyone can thrive,' McLean advised. Recommended Reading AI job postings are on the rise, notably in software development, Indeed says
Yahoo
5 hours ago
- Yahoo
7 Items Millennials Are Buying Secondhand To Avoid Tariffs
Tariffs are taxes imposed by a government on goods and services imported from other countries, and they have a direct effect on what you pay. According to the Tax Foundation, the Trump tariffs amount to an average tax increase of nearly $1,200 per U.S. household in 2025. Be Aware: Try This: One way that millennials are pushing back is by skipping new purchases and heading straight to thrift stores. Even though 68% of Gen Z and millennials already buy used items, according to ThredUp's 2025 Resale Report, tariffs will only drive more young people to visit secondhand stores. Here are some of the items millennials may be buying secondhand to avoid getting hit by rising prices. Tariffs on imported furniture, especially from countries like China, have made brand-new couches, desks and bed frames more expensive. Instead of spending thousands on new furniture, many millennials are shopping at Facebook Marketplace, Craigslist and local thrift stores to get similar items at a fraction of the price. Plus, vintage or upcycled furniture often adds more character to a space than mass-produced pieces. Explore More: Platforms like Poshmark, Depop and ThredUp make it easy to buy (and sell) gently used clothing, especially name-brand items that might be out of budget otherwise. Plus, since you can sell your own stuff too, it feels more like swapping than spending. New laptops, tablets and phones can get hit hard with tariffs and supply chain issues. As a result, refurbished and secondhand electronics are seeing a surge in popularity. Millennials are now using sites like eBay, Back Market and Swappa to find used or certified refurbished gadgets that work just as well as new ones but come at a lower cost. Appliances like refrigerators, washers and vacuums can also be pretty expensive when tariffs hit. For millennials who are moving into new spaces or replacing old appliances, buying from local buy-sell groups or discount appliance outlets will typically make more financial sense than buying brand new. Books and textbooks aren't immune to price hikes either. Even though books are exempt from the latest U.S. tariffs, printing materials may still face duties and affect publishers. To avoid getting hit by higher prices, millennials are buying used books from places like ThriftBooks, AbeBooks or their local library's sale section. Sites like Amazon and eBay also offer used copies of popular titles at steep discounts. Imported home decor goods like rugs, dishes and light fixtures have all seen price increases thanks to tariffs. For example, Accent Decor said it is implementing a 5% tariff surcharge on new orders beginning in June. So, instead of hitting up big-box stores, many millennials are decorating their homes with secondhand finds. Thrift stores and flea markets are often full of unique and high-quality pieces you can't find at Target or other home decor stores. Outdoor gear and fitness equipment like hiking backpacks, yoga mats and stationary bikes can be pretty pricey when you buy them brand new. And now, with tariffs making things even more expensive, millennials who want to stay active without overspending are heading to resale shops like Play It Again Sports, OfferUp and REI's used gear program. These items are often gently used and still in great condition. You can find almost anything used now: Clothes, furniture, tech. And most of the time, it still looks great and works just fine. So before you drop full price on something new, check your local thrift store, go on Facebook Marketplace or scroll through Poshmark. You might find exactly what you need (minus the extra cost). More From GOBankingRates 3 Luxury SUVs That Will Have Massive Price Drops in Summer 2025 7 Tax Loopholes the Rich Use To Pay Less and Build More Wealth 10 Used Cars That Will Last Longer Than an Average New Vehicle This article originally appeared on 7 Items Millennials Are Buying Secondhand To Avoid Tariffs
Entrepreneur
7 hours ago
- Entrepreneur
How India's Digital Natives are Redefining Financial Services
You're reading Entrepreneur India, an international franchise of Entrepreneur Media. Ask a 20-year-old today about their money goals; chances are, they'll offer a detailed perspective on why financial literacy and independence are essential. Younger generations—particularly Gen Z and Millennials—engage with financial services earlier and more actively than previous generations, showing increased seriousness about financial planning, savings, and investment. Delhi-based financial analyst Ayush Dawar shares, "I aspire for financial freedom, having enough passive in come or resources to cover life's needs to lead a life full of adventure, creativ ity, and generosity." Gen Z is a significant and rapidly growing segment of the customer base for BFSI (Banking, Financial Services, and Insurance). From a barter system to the Unified Payments Interface (UPI), India's financial transformation is a noteworthy one, one that leverages technology to its finest. "As the first truly tech-native generation, Gen Z's financial habits are deeply intertwined with technology. They're app-first for everything – payments, expense tracking, and even diving into invest ments early," shares Adarsh Agarwal, chief actuary and product officer, Go Digit General Insurance. From mobile applications and e-signature capabilities to offering alternative investments and gamification, financial services providers are constantly evolving with new offerings. Digital Over Physical Kadence International reports that 67 per cent of Indian youth are now using neo-banking services, moving away from traditional physical banks. Reserve Bank Innovation Hub observed that most of the Gen Z participants hadn't visited a physical bank branch or ATM over the last three years (at a minimum). Convenience, speed, and accessibility are the reasons. However, those preferring the tradi tional route hold human interaction and relationship managers integral. "Gen Z thinks about money very differently. They have grown up in a digital world where they expect things to be instant, transpar ent, and intuitive. Unlike millennials who often lean on traditional banking, Gen Z questions everything from hidden fees to outdated processes," shares Vinay Bagri, CEO and Co-founder, Niyo. Hence, financial institutions must adopt a digital-first approach with a simple and cool UI/UX. "We also integrate visa and flight booking, insurance, and rewards in one seamless app because Gen Z doesn't want ten apps for ten purposes," adds Bagri. In order to stay abreast, Indian banks are working to improve their user interface (UI) and user experience (UX) to enhance customer satisfaction and en gagement. Case in point, with the iMobile app, ICICI Bank is providing personalised offers and alerts based on spending pat terns and account behaviour, i.e. receiving targeted promotions for credit cards or in surance plans that align with a customer's financial habits Tailored offerings Agarwal feels tailoring products ac cording to the needs and trends of the hour is crucial to align with the values and needs of a target market like Gen Z. A 2024 Redseer report stated that personal loans made up 40 per cent of Gen Z's borrowing, followed by credit card spending at 27 per cent. Pratik Shah, partner and national leader – Financial Services, EY India, earlier noted that credit cards are a growing trend with 46 per cent of Gen Z choosing them for rewards and discounts, and 36 per cent for convenience. Education and healthcare are key cat egories under financing. Akshay Mehrotra, co-founder and CEO of Fibe, shares that the startup identified the shift in the mindset of Gen Z early in its journey. "Gen Z doesn't want to live paycheck to paycheck—they seek financial flexibility and the ability to access their earnings when needed," he shares. Great Learning's 2024 report stated that 83 per cent of freshers intended to upskill in FY25. "With upskilling essential in today's fast-paced world, our education financing solutions support young professionals to up grade their careers and stay ahead in an ever evolving job market," Fibe's chief shares. It is also enabling customers to tap into their mutual funds. "We also offer Loan Against Mutual Funds, enabling users to unlock val ue from their investments without redemp tion… We see Loan Against Mutual Fund a hit with Gen Z, and they love the idea of Interest only product, and we have high demand coming in from them," Mehrotra notes. A loan against mutual funds lets investors use their mutual fund units as security to borrow money. The lender checks the value of these units and of fers a loan based on a percentage of that value. This is a good option for those who need money but don't want to sell their investments, allowing them to keep earning potential returns. Building Ecosystems Fintech players are levelling their game by going the extra mile to attract and retain existing and potential customers, particularly Gen Z. For instance, Go Digit, to encourage a shift to a more environ mentally friendly transportation mode, offers EV Motor add-on with competitive premium rates. Beyond the product, Niyo is creating an ecosystem that speaks the Gen Z language. "Our community platform helps them connect with like minded peers across the country, share knowledge, and feel empowered. We share educational content and collabo rate with influential voices in travel. Gen Z doesn't seek complexity, they want clarity, speed, and rewards," shares Bagri. The Finfluencers Landscape The rise of financial influencers (finflu encers) and content has made youngsters comfortable with topics related to money matters. As of December 2024, India had approximately 232,000 finfluencers. This connection is being tapped by institu tions, startups, and corporations. Eighty two per cent of retail investors in India have acted on financial advice from influ encers. "The relatability and authenticity of the influencer are the primary factors that drive their trust. Insurance compa nies are also leveraging brand ambassa dors who embody the values and beliefs of Gen Z," says Agarwal. Calling social media today is what word-of-mouth was two decades ago, but effective, Bagri shares, "Gen Z is constantly learning from people they trust online. Whether it's a finance creator explaining forex charges or a travel vlogger talking about our card benefits abroad, authenticity matters." India's private banks, such as HDFC Bank, are collaborating with influencers on social media to promote and establish their products. "Whether it's busting forex myths on a travel vlog or showing real-time currency savings on a trip to Bali, we meet Gen Z where they scroll," Bagri adds. By 2030, Gen Z is expected to make up 36 per cent of India's workforce and con tribute nearly USD 730 billion in direct spending. This growing economic influ ence means financial institutions must continuously adapt, offering smarter, simpler, and more intuitive services that speak Gen Z's language.
