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In our last few newsletters, we have been discussing the emerging young adult market and how their values and tastes are affecting the leisure industry. These changes are primarily driven by Gen Z aging into the target leisure market of young adults ages 21-44. Currently, Gen Z represents about 40% of this market, with the oldest being 29. With their different values and spending habits, this target market has been disrupting the LBE industry in several ways, including their alcohol consumption, food choices, and their search for authentic, immersive experiences. Today, we will look at how this young adult market views nightlife and socialization.
Adults ages 21 to 44 are beginning to pull away from high-pressure nightlife and alcohol-centric social rituals, opting instead for lower-pressure, activity-centered entertainment that emphasizes social connection, premium food and beverage, and an adult evening environment. This shift is termed “soft socialization.”
Soft socializing features activity-based gatherings in which the shared task does the work that conversation used to do. In these settings, people are not expected to be "on" all night. Instead, they are given a simple framework for being together, whether that means playing a game, cooking, walking, or participating in another structured yet relaxed activity.
Although soft socializing is often framed as a Gen Z phenomenon, the underlying demand drivers extend well beyond Gen Z into the Millennial cohort and the broader 21- to 40-something audience. Adults across this band increasingly are seeking out social environments that are:
If some of these criteria seem familiar, it may be because you have read some of our recent articles on social eatertainment (here (www.whitehutchinson.com/ news/ lenews/ 2025/ april/ article104.shtml) and here (www.whitehutchinson.com/ news/ lenews/ 2025/ july2/ article103.shtml) ). Social eatertainment (sometimes referred to as competitive socialization) is a type of gameplay experience that maximizes socialization during play. The games are typically analog, often technologically enhanced, and easy to play casually with little skill required. They follow a particular rhythm in which one person plays while others watch, converse, socialize, and validate each other's play. Each person's turn takes only a few minutes, so no one is left out of the conversation long enough to lose its thread. They are paired with quality food and beverage that is enjoyed during gameplay rather than separately, combining food and play into a single experience. They provide the structured, accessible socialization that young adults are looking for without requiring excessive alcohol or late nights. In other words, they are perfectly positioned for soft socialization.
Some examples of social games include:
All of these games have the right rhythm to promote socialization and a low variance in skill level, so no one feels left out because of their ability. They all pair well with quality food and beverages that can be enjoyed while playing. The games also have a fixed end/time limit, providing structure and predictability for players.
Both billiards and ten-pin bowling can be social games, provided that no players are exceptionally skilled. Mini-Golf meets most of the criteria for social gaming; however, it is difficult to integrate food and beverage into the gameplay.
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