Gen Z: Sober, Weird, and Breaking Beauty Norms
Where do teens go when they don’t fit in?
Alcohol-Free Isn’t Easy, But Gen Z Is Redefining the Social Scene
Yes, Alcoholics Anonymous. The Sober Curious Generation isn’t a simple story of 18+ year-olds who’ve sworn off alcohol without experiencing borgs, frat parties, overindulgence, and more. It’s not a black-and-white decision—it's one many come to base on personal experience. This shift isn’t about abstinence, it’s about intentional living. With 24% of Gen Z opting out of drinking, Alcoholics Anonymous is seeing more youth than ever before, and those numbers continue to grow. While many people join AA or NA after the age of 30, more and more teens and people in their 20s are walking through the doors. For many, the idea of swapping Friday night parties for a room full of strangers in AA seems daunting “until those strangers become friends.” Friends who listen, show up, and replace fleeting highs with something real. Sobriety isn't about losing excitement; it's about making space for something deeper. The rise of alcohol-free options signals a cultural shift in how young consumers approach socializing. Brands like Heineken 0.0 and Liquid Death have turned non-alcoholic drinks into lifestyle statements, proving that going booze-free doesn’t mean sacrificing coolness. Mocktails and alcohol-free beers are going viral on TikTok, Instagram, and Pinterest, while non-alcoholic bars and sober-curious events continue to gain momentum nationwide.
During Dry January, we polled our YouthTellers (ages 15-27) on alcohol-free spaces and events, 76% said they’d love to see more options. For Gen Z, cutting out alcohol isn’t just about health; it’s a way to build more meaningful connections, save money, and embrace a lifestyle that feels just as fun—without the ear-splitting hangover in the morning.
If All Marketers Are Focused on the Typical Teen, What About Those Who Don’t Fit the Mold?
Spencer’s and Hot Topic are not *IT* anymore. Americans are proud conspicuous consumers. But in a world of mainstream consumption culture, you don't have to be alt or goth to feel like the world doesn't get you. You can be a Texas teen who wants to wear your cowboy boots to your suburban school, or a hyper-online teen inspired by the fashions of New York or Paris. "Different" in teen-world is a spectrum that adult marketers might just perceive as, well, normal.
We got curious on where teens who might not ‘fit in’ hangout. While 39% of these teens retreat to homes (their own or friends'), they're actively seeking third places that welcome their authentic selves. When brands understand what matters to these consumers, they can create spaces that attract this untapped market.
- 96% want accessible food and drink options. They're not necessarily asking for deep discounts—they want quality that feels worth the price.
- 100% value a welcoming environment where they can be themselves without judgment. Creating a vibe that signals "everyone belongs here" matters more than following trends.
- 60% appreciate spaces that are photo-worthy or content-friendly, but without the pressure to perform. Think interesting aesthetics over forced Instagram moments.
- 100% desire something meaningful to do. Interactive elements, games, music, or opportunities to engage with others who share their interests make a space magnetic.
For brands, the message is clear: Create a genuine welcome, offer quality experiences at fair value, provide meaningful activities, and design spaces that feel comfortable yet interesting. Make it social without social pressure. The next ‘it’ spot is up for grabs—who’s gonna take it?
The Blonde Tax: Gen Z Weighs Status Against Rising Costs
Blonde hair has always symbolized something bigger. From TikTok's "Vanilla Girl" aesthetic to Sabrina Carpenter's "Emails I Can't Send" era, blonde has held its place in Gen Z beauty culture. But things are shifting. Our latest survey shows that economic reality is doing what trend cycles couldn’t – making young consumers rethink their relationship with platinum perfection.
Our YouthTellers are split 50/50 on blonde’s cultural value: 51% say it’s still "in," while 49% have already moved on. This isn't just statistical noise; it's the sound of a beauty staple losing its unquestioned dominance. As one 25-year-old from Columbia, MO, puts it: "Blonde hair has been a staple for years, but it’s slowly shifting as darker hair colors gain popularity."
Enter the cost factor. Half our respondents acknowledge rising prices, and among those still dreaming of blonde, 51% say these higher costs would directly affect their commitment. For a generation shaped by economic crises, this isn’t just budgeting – it’s a serious reassessment of blonde’s true value.
And here’s the kicker: while 49% have either gone blonde (14%) or thought about it (35%), a solid 56% say influencers and trends have little to no influence on their hair decisions. Translation? Even with endless blonde content in their feeds, Gen Z is making more practical, personal choices about their hair – especially when their credit card is involved.
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