El Podcast

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

Episode Summary

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. From mental health and affordability to the rise of low/no drinks and AI-powered branding, this episode unpacks the cultural and business shifts reshaping how and why we drink.

Episode Notes

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.”