Generation Z Alcohol Interests & Trends

A new study by Fizziology provides an in-depth look at the alcohol interests and trends of Generation Z. The study was conducted by analyzing social conversation from a sampling of over 50,000 legal Gen Z alcohol consumers aged 21–23.

We used broad search terminology to gather all social conversation by people who self-identify within an audience demographic, either overtly or behaviorally. Our trained analysts then read a statistical sampling of the total conversation to grade for sentiment, determine relevance, and discover key insights and drivers of conversation.

Our team used social conversation as a giant focus group to learn about Generation Z’s perception of alcohol. Here are the trends and findings discovered:

Please click on the slideshow to view in full screen mode.

Interested in learning more about this topic or our broad-ranging expertise? Get in touch with our VP of Client Development, Matt Casey, here.


Student-Athlete Likeness Use and Playoff Expansion to Dominate Storylines

1. What is the top story to watch in the upcoming college football season?

Evolution of student-athlete name/likeness/image rules – 40%,
Talk of College Football Playoff expansion – 30%
Conference realignment – 8%
The Transfer Portal – 8%
ACC Network launch – 5%
Implications from in-venue alcohol sales or lack thereof – 4%
Not sure / No response – 9%

2. Student athletes should be _________ to earn money from their names, likeness or image.

Allowed – 67%
Not allowed – 27%
Not sure / No response – 6%

3. How does the US Women’s World Cup victory affect your interest in domestic women’s soccer competitions (e.g., NWSL, NCAA soccer)? Would you say in the next 12 months you are…?

More likely to follow such competitions – 20%
As likely to follow such competitions as before – 66%
Less likely to follow such competitions – 9%
Not sure / No response – 5%

4. The recent NBA free agent moves are generally _____________ for the league’s popularity.

Very good – 31%
Good – 43%
Bad – 16%
Very bad – 6%
Not sure / No response – 4%

5. Athletes in which league are best positioned to build a company or a career off the field?

NBA – 52%
NFL – 12%
MLB – 11%
NASCAR – 7%
NHL – 3%
MLS – 1%
Not sure / No response – 14%

6. What is the most valuable asset of athletes who own entertainment production companies?

Marketing – 35%
Raising capital – 35%
Concept/content development – 22%
Not sure / No response – 8%

7. If given the opportunity, would you invest in an entertainment production company like the ones owned by LeBron James, Kevin Durant and Kobe Bryant?

Yes – 30%
No – 53%
Not sure / No response – 17%

8. If you were consulting a sports management program on an area of specialization, which of the following areas would you recommend?

Research and analytics – 45%
Sales – 18%
Sponsorship – 11%
CRM and data warehouses – 9%
Marketing – 6%
Law – 4%
Facility management – 4%
Not sure / No response – 3%

9. Which of the following is the most important factor students should consider before enrolling in a sports management program?

In-market internship opportunities for students – 25%
The program is part of a business school – 26%
The faculty has extensive industry experience – 17%
The reputation of the program – 15%
Extended alumni base – 15%
The program specializes in a field of the sports industry – 2%
Not sure / No response – 0%

10. Which tennis major offers the best onsite experience for fans?

US Open – 28%
Wimbledon – 21%
Australian Open – 3%
Roland Garros – 1%
Not sure / No response – 47%

11. Which of the following should be the USTA’s short term priority to grow the sport of tennis in the US?

Double down on promoting the youth development program, Net Generation – 34%
Help make the sport more accessible to lower income consumers – 21%
Invest in developing top players on the men’s side – 16%
Support the growth of non-major tournaments in the US – 10%
Speed up the development of the National Tennis Campus in Orlando, FL – 5%
Not sure / No response – 14%

12. How much do you know about the following USTA programs or efforts?

Familiarity with USTA Net Generation, US Open Fan Week and USTA National Campus

13. Nick Kyrgios is a polarizing tennis player, known equally well for his raw talent and his antics (arguing with refs, underhand serves, giving up points, etc.). In your opinion, his persona and style of play have ________ on the popularity of tennis.

A positive effect – 29%
No effect – 28%
A negative effect – 20%
Not sure / No response – 23%

One Question on the Lighter Side

14. What is your favorite summer vacation?

The beach – 54%
A foreign city/destination – 25%
The mountains – 15%
Staycation – 6%
Not sure / No response – 0%

15. Thinking about your own particular business, what best describes your confidence level regarding the next 12 months for your own business?

7 – Extremely optimistic – 15%
6 – Very optimistic – 36%
5 – Somewhat optimistic – 34%
4 – Neither optimistic nor pessimistic – 8%
3 – Somewhat pessimistic – 4%
2 – Very pessimistic – 2%
1 – Extremely pessimistic – 1%
Not sure / No response – 0%

Confidence in personal sports business over the next 12 months

Expanding Your Mind About Gender Is Big Business

Keeping Up with Changing Gender Norms

Most of our clients in the kids industry use demographics to understand what makes their audiences tick. That mostly means looking at age and gender. Age nuances make a ton of sense, given all the aspects of child development that are timeless truths. The average social-emotional, cognitive, and physical skill set of a seven-year-old will always be behind that of the average 11-year-old. So you can and should tailor your offerings accordingly.

But when it comes to gender, norms are changing every day, and kids are more and more emboldened and outspoken about doing their own thing. Embracing a gender-welcoming mindset can mean the difference between flat and impressive earnings.

We recently surveyed 1,200 U.S. parents of kids aged 2–16 and 1,000 kids aged 5–16 to get an understanding of kids’ passions. Analysis by gender opened a window into sizable minorities among fandom in typically gendered categories.

Following are a few important truths that emerged.

Passions = Content Engagement

Kids engage with content that ties into their passions almost as much as they engage with those passions in real life. So what kids like does correlate with what kids check out online.

Weekly engagement with different passions (Kids 5-12):

Info graphic comparing kids' passions in real life and online.

In general, we also see that what kids are passionate about correlates with the kinds of products they request and purchase.

Gender Disparity Is Alive and Well

Unsurprisingly, some topics are more polarizing by gender than others. Topics with a major gender disparity (a 20+ percentage point difference) among the 5–12 set include cooking, videogames, theater/dance, superheroes, fashion/style, makeup, and DIY/crafting/art.

Info graphic showing kids' interest in different topics by gender.

Gender Polarizing Is Far From Gender Exclusive

At the same time, for every gender-polarizing category, there is a sizable minority of the opposite gender that engages with it. For example, fashion/style and makeup are the most polarized topics, skewing heavily toward girls. Yet both of those categories still have enough boy engagement to make a difference in business.

In the makeup category, 13% of boys engage with makeup-related activities or content at least weekly. And 5% have tried, bought, or asked their parents for makeup after seeing makeup-related content online. For fashion/style, 19% of boys engage with the category weekly, and 11% have tried, bought, or asked their parents for fashion/style items they’ve seen online.

For more balanced but still skewed categories, the windfalls can be even stronger. While both the superhero and videogame arenas lean boy, 42% of girls aged 5–12 engage with superheroes and 62% engage with videogames. Efforts by these industries to represent and welcome girls are paying off. (The gaming gender gap increases significantly among teens, showing there is still work to be done to welcome girls in teen-targeted gaming.)

What To Do

It’s no surprise that many businesses still concentrate on one gender or the other, especially if marketing resources are limited. But some simple steps for welcoming the opposite gender cost little to nothing. The only major thing that needs to change is mindset.

Some ideas:

  • Ensure a mix of boys and girls in advertising and on packaging, even if your offering is pink
  • For new-to-world offerings, avoid using gender-skewing brand names, product names, or titles
  • Don’t ignore the sizable minority — make an effort to understand the full range of your fan base, what draws them to your offering, and what they need, regardless of gender

We’d love to share more about how our unique kids & family expertise and solutions can help your business move forward. Learn more about InsightKids here!

This article was recently featured in Kidscreen.