E140: Gen Z’s New Lifestyle: Healthier or Just Lonelier?
El Podcast24 Juni

E140: Gen Z’s New Lifestyle: Healthier or Just Lonelier?

Marketing executive and business lecturer Melise Panetta breaks down why Gen Z is drinking less alcohol—and what that means for wellness culture, social life, and the future of consumer marketing.

👤 Guest Bio:
Melise Panetta is a seasoned business executive with over 20 years of experience at major firms like PepsiCo and General Mills. She is currently a marketing lecturer at the Lazaridis School of Business and Economics at Wilfrid Laurier University in Ontario, Canada, with deep expertise in wellness trends, consumer behavior, and brand strategy.

🧭 Topics Discussed:

  • Why Gen Z is drinking less alcohol than previous generations
  • The impact of social media, wellness culture, and DUIs
  • Substitutes for alcohol: marijuana, vaping, microdosing
  • The rise of “low and no” alcohol beverages
  • Marketing missteps (e.g. Bud Light/Dylan Mulvaney) and lessons
  • The generational shift in social behavior and its business implications
  • The future of alcohol, soda, and wellness branding
  • AI in marketing: threat or tool?
  • Broader trends in consumer psychology, brand trust, and authenticity
  • Shortcuts vs. sustainability in weight loss and lifestyle changes

💡 Main Points:

  • Gen Z’s reduced alcohol consumption is tied to wellness values, mental health awareness, and economic constraints.
  • The generation’s delayed adultification—living at home longer, dating less, socializing less—shapes consumption habits.
  • Brands must adapt by offering “low/no” alcohol options, emphasizing functional benefits, and targeting women and minorities with distinct campaigns.
  • Social drinking is being replaced by health rituals, gym culture, and digital interaction, contributing to loneliness.
  • AI will reshape marketing by assisting with research and content creation, but human insight remains critical.

📌 Three Best Quotes:

  • “This isn’t a fad—it’s rooted in a decades-long wellness trend that’s only gaining momentum.”
  • “Gen Z isn’t putting alcohol at the center of their social life anymore. And that changes everything for marketers.”
  • “If you don’t drink alcohol because it controls you, and you also can’t drink it because you’re scared of it—then it still controls you.”

🎙 The Pod is hosted by Jesse Wright
💬 For guest suggestions, questions, or media inquiries, reach out at https://elpodcast.media/
📬 Never miss an episode – subscribe and follow wherever you get your podcasts.
⭐️ If you enjoyed this episode, please rate and review the show. It helps others find us.

Thanks for listening!

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