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Americans' evolving nightlife culture

For many Americans, there has been a shift in their motivation for leaving the house. It has shifted from having fun to achieving a wellness-related goal. This shift has the potential to upend many out-of-home and nightlife activities, especially those that are associated with adverse health outcomes, like alcohol, and is prioritizing new categories of activities.

A June 2025 survey by Morning Consult of 6,600 U.S. adults documents this shift in out-of-home cultural preferences. The following are some highlights from the survey.

A clear pattern emerged of the activities Americans are doing less or more compared to a year ago. Americans - especially young adults - are ditching traditional nightlife pursuits like drinking and clubbing. There has been a net 36% decline in adults who go clubbing/dancing compared to a year ago, and a net 35% decline in those who go out for alcoholic drinks and bar hopping. There was also a net decline in the number of people attending many out-of-home entertainment activities, such as live music concerts and festivals, as well as sporting events.

Americans, especially women and young adults, report that they want to drink less, stay home more, and engage in more wellness-focused activities.

For Gen Z, mental health/wellness is the primary factor when deciding whether to stay home or go out. Roughly one in four Gen Z adults (24%) identified their mental wellness as the most important factor when deciding on a night out, eight percentage points higher than the share of all U.S. adults who said the same. On the flip side, these young adults place notably less importance on spending quality time with friends and family than the general population.

The shares of GenZ adults who reported engaging in outdoor activities (30%) and indoor fitness activities (26%) more frequently over the past year were much higher than those for all U.S. adults.

The share of U.S adults who say they drink alcohol declined by eight percentage points from 63% in late 2021 to 55% in late 2024. (Also see the article in this issue about the decline in drinking alcohol)

The type of occasion determines whether adults prefer to drink alcoholic beverages or stay sober. Sober is the overwhelming choice when at home at 77%. The preference for alcoholic drinks is highest at a party at 65%. Alcoholic preference is most significant at social events, indicating that drinking is inherently a social activity for most people.

The strong connection between drinking and social occasions makes it particularly important for venues to offer equivalent nonalcoholic alternatives for the sober and sober-curious, who are now nearly half of all adults, so that they won't be left out of the group. This includes a good selection of mocktails if the drinking members of the group are choosing cocktails, and NA beer if beer is the dominant choice.

The transformation of American nightlife culture represents more than a temporary pandemic adjustment - it signals a permanent shift in social norms and behaviors. To stay relevant to the growing number of wellness-focused sober and sober-curious adults, bars, restaurants, and entertainment venues of all types, including location-based entertainment (LBEs) and family entertainment centers (FECs), need to consider offering events that Americans (especially Gen Z) are interested in, such as socializing, music, and wellness-related activities. Offering nonalcoholic beverages and healthy meal options will be especially attractive to wellness-focused young adults.

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