New research into the drinking attitudes of millennial consumers in New Zealand (aged 18-29) has revealed some interesting insights into the motivating factors for moderating alcohol consumption, and suggests drinking moderately during nights out is considered ‘cool’.
Millennial Kiwis also do not find drunkenness attractive in themselves or others. The popularity and reach of social media among this age group means that control of their self-image is paramount, with about one in three admitting that they had suffered from ‘social shaming’ caused by appearing to be drunk in a photo on social media.
The local research was conducted on behalf of Heineken to supplement global research that polled 5,000 21-35 year-old premium beer drinkers in five countries.
It was commissioned to provide insight into the company’s latest ‘Enjoy Heineken Responsibly’ campaign, called ‘Moderate Drinkers Wanted’ aimed at boosting the trend of responsible consumption.
“This study shows moderation is becoming an active choice for an image-conscious generation of Kiwis who want to stay in control on nights out and find drunkenness a general turn-off,” said Maud Meijboom, DB New Zealand’s director of marketing.
“The Moderate Drinkers Wanted campaign aims to add momentum to this trend by encouraging people to moderate their drinking, in a light hearted way.”