Gen Z Think Tank: Night Life

Gen Z reflects on a club culture revival, new takes on nightlife, and where to go to find the best recommendations for a night-out done right. 

Adolescent gets our info straight from the source. Our community of Youthtellers spans the globe, and our research scales finite moments into larger demographic behavior. Regular think tanks, surveys, and polls tell us what Gen Z cares about; we’ll then distill down what that means for you from an actionable perspective. After all, the best way to stay in the conversation of current culture is to engage the people making it. 

TL;DR 

A fun-sized summary of this article

Gen Z is staying in, with 71% choosing home over the uninspired nights out - but there may be a nightlife revival on the horizon. 

Gen Z is reimagining nightlife, favoring offbeat spots over big clubs (who, by the way, have no places to sit). 

Instagram and TikTok are now the go-to sources for local events, and, thanks to them, UGC regularly sells out venues. 

Gen Z reflects on: The need for new nightlife

Growing up, Gen Zers were fed a steady, fructosey diet of Jersey Shore, Kesha and Paris Hilton that promised a gloriously hedonistic adulthood we play acted with Bratz Dolls and Barbies. Reeking of Jäger shots, hairspray and hope, it was a fantasy that died somewhere between the stealthy infiltration of social media into IRL spaces (cough, cough, taking videos of people without their consent and posting it online) and COVID, naturally. 

The Gen Z coming of age has been well documented as unconventional and frequently disrupted by the unprecedented. And if we are all being honest, many of us are still relearning how to have relationships outside of our screens post-pandemic. So unsurprisingly, the general consensus on club culture at the moment is big ole thumbs down; though perhaps nostalgic for a culture we grew up watching but no longer occupy, Gen Z, disillusioned with the current vibe in the streets, has declared the club is no longer clubbing. 

Here’s the problem: along with our infamously change-jostled youth, Gen Z is teetering on the brink of a loneliness epidemic so pervasive it's become intergenerational. And for once, we will say that, it's definitely because of that damn phone. Specifically, the way in which social media has replaced physical socialization - and the negative impacts it's had on mental health. People aren't just staying inside more; they're scrolling while they do it. 71 percent of Gen Zers go out less. Could the club perhaps be the answer to our crisis of existential loneliness? 

Insight:

Brands should recognize that Gen Z’s relationship with nightlife has shifted; while there’s a longing for the club culture yesteryear we grew up watching, the current reality reflects a growing reluctance to engage in traditional party scenes. Thus, brands will need to adapt to a generation that prioritizes different social experiences.

Raina: I'd rather stay at home and enjoy time to myself than force myself to go out. Club culture overall is really poor right now. So I think I would just prefer to stay home. I feel like our phones are so attached to our hands that no one is really enjoying themselves how they used to because a camera's in your face… no one in this environment can feel comfortable expressing themselves.

Takunda: Club culture is kind of dying, but I also feel like you have to be diligent about who you go out with and where you go. I feel like in the past you could have kind of just gone anywhere and just had a good night, but I feel like that's not the case anymore. 

Faith: Especially after COVID, I've noticed a lot of people my age just don't know how to act in a social setting. A lot of people don't know how to start a conversation. 

Gen Z reflects on: The tentative revival of club culture

Just when all hope was lost, a new hero emerged; 2024 Brat Summer was a triumphant return to form amidst the budding revival of indie sleaze and Lita boots. Gen Zers everywhere dug out their mom’s Y2K leopard-print relics and hit the club. It was the season of parties, of recession pop, of Kesha! The economy wasn’t so hot, but we certainly planned to be. 

For the first time, Gen Z really got to party. And, true to form, we're doing it our way. The nightlife scene is buzzing with more options than ever for the average 20-something looking for some Friday night filler. While mega clubs have gone out of fashion, alternative, niche-driven venues have become the preferred social spot. 

Insight:

Brands should consider curating experiences that resonate with Gen Z’s party preferences; sometimes this means little more than throwing a chair or two by the bar for tired club rats to rest their weary feet. 

Faith: Me and my friends are all 20 right now, so it's kind of hard to go to a lot of clubs in the city. But our favorites are the Roxbury - it's like an 80s-themed club, 18 plus, and very visually interesting. They have a whole bunch of virgin drinks. Or, if we want to listen to hyperpop or techno, we go to The Basement in Charlotte. 

Raina: So being in New Jersey, we’re either going north to the Hispanic or Black clubs, south to the beach for the bars, or into New York City. Those are my destinations. I do a lot of Hispanic clubs; they play a lot of hip-hop, rap, and Spanish. 

Takunda: There's usually a lot of new stuff popping up in the DMV, whether it’s a new rooftop bar or a winery in Virginia. The cool thing about being in DC is that I can get to Virginia in like 20 minutes; I can get to Maryland in 10. So I'm able to just like explore… a couple of weeks ago, I went zip lining with my friends, and we were like literally 30 minutes from campus. It was gorgeous. 

Gen Z reflects on: Discovery and Event Promotion

Instagram and TikTok are our culture guides for local events and spaces, with influencers and mutuals steering decisions in ways traditional ads just can’t compete with. A sharp social media presence can really put a venue on the cultural map so to speak, as will experiences that mix entertainment with a dash of creativity; think limited-time themes or grabby collaborations. When nights out feel like shared adventures, they become stories worth telling - a valuable resource in an industry where conversation is currency. 

Insight:

Social strategy should be top of mind, as this is not just a space to promote events, but also gather insights that allow brands to adapt quickly to what their audience is saying. Plus, collaborating with local influencers can amplify reach and street cred.

Faith: Finding new places is just a of lot of texting my friends. They're all in colleges at different schools around North Carolina. For us, it’s kind of like a ‘this is going on over here’, ‘this is what's happening at Winston-Salem’. Also - Reddit! I follow my city's Reddit page, and it's all good advice on what's happening. 

Christian: I’m finding stuff mostly via Instagram; you can find a lot of resources on there, a lot of clubs and bars and even college parties. Besides that, word of mouth.

Raina: So for my usual clubs - I follow their Instagram pages. They always post different events they're hosting.They send me text messages now. And then for different adventures, I do Eventbrite. 

Takunda: TikTok, Instagram… sometimes I'll get text messages too, because I'm friends with a couple of promoters. There are also a lot of strips in DC; I can just go to U Street and, usually, the night will take you where you need to go from there.  

Saturday Night Starter Pack 

Raina, 22

lip gloss, pregame nap, and a green tea shot

Faith, 20

Liquid IV, walking shoes, and good fit

Christian, 23

Beer/burbon/whiskey (dealer’s choice), cell phone, and my wallet in case Apple Pay doesn’t cut it that night

Takunda, 22

Grey Goose, Coffee, and Empower (DC’s local ride-share app)