Alcohol sales continue to fall, with Gen Z being less interested in drinking. Although we may see the gym as the new status symbol, this is a broader cultural shift, and it’s one that prioritizes health.
Hedonism will never die, but nightlife continues to erode with nightclubs closing and wellness shops opening up. For all that social media is criticized for, it can’t be knocked in its impact on health and self-help.
From party capitals to pilgrim paths
The allure of stereotypical “party destinations,” once a rite of passage, has been waning for many young adults. It was almost a foregone conclusion that you would go to Magaluf if European, or Cancún for Americans. Of course, the increasing cost of these places doesn’t help, but it’s the breaking of a habitual, healthy routine that puts many off now too.
Today’s youth increasingly seek more memorable, less ephemeral experiences. This trend is really well explained by the rise in popularity of Camino de Santiago, which youngsters will travel from across the pond to complete. Companies like Orbis Ways would once be aimed at those older travellers who want to be looked after. Today, it’s just as popular with young avid hikers.
Digital guides to self-improvement
Social media has certainly helped play a role in shaping Gen Z’s choices. The inclusion of YouTube influencers and TikTokers has lots of highly followed personalities that focus on health, fitness, nutrition and mental well-being. The amount of information is impressive, but the numbers they pull are as well. In fact, one of the biggest podcasters right now is Andrew Huberman, who dedicates three-hour episodes just to morning routines, or focus when studying.
Self-care and wellness are increasingly normalized among a male audience, too, and not exclusively with spiritual undertones. Science-based (and in some cases, it is pseudo-science), is what’s popular. Another podcast that rose to the top of the charts very quickly was Diary of a CEO, in which Steven Bartlett, a self-made millionaire, covers health, business, and mental health. This helps explain where other influences, such as hustle culture and entrepreneurialism, tie into it.
The gym as the new social sanctuary
For Gen Z, the gym is evolving beyond just a palace for physical exercise. It’s becoming a social hub, or at least, a third space to hang out. In Britain, the pub was the third space, but this is dying out due to high prices and Gen Z drinking less. But, all other third spaces are dying out too, and it’s difficult to hang out with friends, and this helps explain the desire to meet at the gym (plus, lifting a heavy barbell is a two-person exercise, and so having a gym buddy can be a good pretence to start hanging out with someone new).
And, in a time where the economy isn’t so strong and lots of youngsters lack a clear career path, getting visible results in the gym is giving our self-esteem a well-needed boost.
A generation on a healthier path
The shift from crowded nightclubs to focused gym sessions isn’t a fleeting social media trend. Having a greater respect for our own body won’t be undone overnight. This search for health and authenticity is helping grow healthy hobbies, like hiking and running. And, it may be no surprise that these hobbies cost very little, which is something that may not be a coincidence in 2025.
