The Gen Z Paradox: Beyond the Sober, Digital-First Stereotype

Gen Z has been cast as the sober, wellness-first, digital-native generation. But recent consumer behavior points to a more nuanced story. Gen Z alcohol participation is rising in several major markets, even as moderation remains important. At the same time, younger consumers are seeking more tangible sensory experiences, more meaningful forms of connection, and more opportunities for self-expression than “digital-first” narratives tend to capture.

This is not a wholesale return to excess, or a rejection of wellness. It is a shift toward a more deliberate kind of pleasure: social, sensory, expressive, and sometimes carefully controlled.

In this webinar, Lux will explore several Gen Z-led tensions reshaping categories from food and drink to retail. Topics will include:

• Indulgence
• Digital connection
• Lived participation
• Identity beyond “Gen Z”

Drawing on global consumer conversations, we will distinguish broad shifts from regional variation and translate the underlying beliefs into practical implications for every business.

Participants will leave with a clearer view of where Gen Z expectations are changing and how those shifts may affect product development, brand positioning, experience design, and communication.