Gen Z Webinar Q&A : your questions on Wellness, Travel, Parenting, Luxury & Retail answered

On Wellness & Lifestyle 

Seyi Oduwole answers : 

Q: How will Gen Z be discovering and interacting with health and wellness in 2026? What matters the most? 

Gen Z is taking a much more proactive and preventative approach to health, driven by a desire for self-knowledge and personal optimisation. Our Hyrox brand analysis report explores the surge in extreme wellness challenges, which are gaining popularity as people look for new ways to push their physical and mental boundaries. It’s not all about intensity, however. The concept of Micro Victories – small, everyday achievements that boost wellbeing – is also resonating deeply. This is a reaction against the pressure for constant, monumental achievement. Brands have an opportunity to support consumers in these small moments. We’re also seeing a rise in Social Wellness, where communities form around shared health goals, both online and off. 

Rose Coffey answers: 

Q: What’s the bottom line on Gen Z and drinking? Some sources say they’re drinking, others say they’re going to sober raves. What advice would you be giving to an alcohol brand?  

I’d say that's a brilliant question, and it’s something that we’re tracking really closely. Both things are true. Gen Z are exploring sobriety and mindful drinking, but they’re not necessarily teetotal. We’re seeing the rise of sober socials and a demand for sophisticated non-alcoholic options, which we explore in our Mood Mixology trend. At the same time, when they do choose to drink, they are often more intentional about it. We identify behaviours like ‘coasting’ – alternating between alcoholic and non-alcoholic drinks – or ‘zebra striping’, which is a similar idea of moderating intake throughout an occasion. My advice to an alcohol brand is to innovate in the low-and-no space and speak the language of moderation. It’s about offering flexibility and choice, not promoting excess. 

On Travel & Hospitality 

Seyi Oduwole answers: 

Q: How might Gen Z expectations and behaviours shape the future of travel and hospitality? 

This generation is hyper-aware of its environmental impact yet possesses an insatiable desire for exploration. Our Optimised Odysseys trend report examines how Gen Z are seeking realism and nature. They want to disconnect from the hyper-online world to seek low-impact, off-grid experiences that reconnect them with authentic, local cultures. According to our latest Travel & Hospitality report, 71% of Gen Z travellers are willing to pay more for sustainable options, but a significant trust gap exists. They demand that brands prove their eco-credentials with transparency, not just claims. 

Q: Even though Gen Z are going more ‘analogue’ and offline, do they still want digital media of their life experiences to share with their chosen networks? 

Yes, but with new rules. It’s less about broadcasting to everyone and more about sharing with curated, private groups. They are ‘gatekeeping intimacy’. While they might be on a Digital Detox trip to disconnect, they will still capture content. But they might share it later, or only with close friends on a platform like Geneva or a private group chat. The aesthetic has also changed. It’s less polished, more authentic – think blurry photos, photo dumps, and a rejection of the perfect, performative travel content of the past. It’s about capturing a feeling, not just an image. 

Q: How is Gen Z getting inspiration and booking holidays? 
  
It’s a real mix of digital and human inspiration. TikTok is a huge source of travel discovery, but they’re also looking for recommendations from people they trust. Our Travel & Hospitality report highlights the rise of Emerging Epicentres, as a antidote to overtourism. Gen Z will seek out less-hyped, alternative destinations to avoid crowds and discover something new. They might see a destination on TikTok, but then they’ll go to Reddit or a niche travel forum to get advice from someone who lives there. They are highly adept at cross-platform research to validate their choices and uncover authentic experiences.

On Parenting & Values 

Seyi Oduwole answers: 

Q: How are they expected to be different when becoming parents? And why are birth rates declining – changed values?

Gen Z parents will combine old-school values with digital tools, creating a more intentional, flexible approach to parenting. They’ll challenge traditional family and education models while embracing pragmatic optimism, focusing on emotional resilience, adaptability and practical solutions to raise children in an uncertain, hyper-connected world. Unlike previous generations, Gen Z’s parenting will prioritise emotional openness, encourage a growth mindset and embrace flexibility.  

Regarding birth rates, it’s a complex issue. Economic hardship is a major factor but so are changing values. There’s a growing sense of independence and increasingly atomised lives, leaving people more isolated and uncertain amid climate and political instability. As a result, many are questioning whether and when to have children, embracing new values that challenge traditional ideas of family structures, timelines and parenthood itself. 

They’ll challenge traditional family and education models while embracing pragmatic optimism, focusing on emotional resilience, adaptability and practical solutions to raise children in an uncertain, hyper-connected world.