Bloomberg data shows that 32% of the world’s population belongs to Generation Z (those born from 2001). According to Trend Hunter, Gen Z will use their spending power – and unprecedented access to information – to buy from companies that are making a positive social impact. Next to that, 83% of 18-to 24-year-olds surveyed feel mental health is just as important a factor as their physical health when considering drinking. Meanwhile, levels of so-called ‘Insta-anxiety’ can be high on a night out for Gen Zers, with 51% saying their online image is always at the back of their minds when they go out drinking.

• Accredited to:
• Ronald Wortel