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Brief Published: 29 Oct 2015

What Party People Want

Morning Gloryville

Consumer desire for tailored and immersive experiences is driving the future of nightlife, according to an October 2015 report from Absolut Labs, the think-tank of alcohol brand Absolut. The research reveals emerging trends and themes shaping the partying landscape, as gathered from 100 of the US' most influential voices in the space. Findings include:

  • Surprise Surprise: Partygoers want to escape from routine and embrace a sense of the unknown. Brands are trying to recreate the feel of house parties, as consumers want a night out that evolves organically and prefer changing, off-the-grid venues. Parties with diverse playlists and unpredictable live instrumentation are growing in popularity, with the unexpected variety of music engaging attendees.
  • Personalised Partying: Consumers favour eclectic nightlife experiences that begin on a local level and are tailored to each new community as they grow, rather than mega-club franchises. Festivalgoers are seeking diverse content that caters to their individual preferences and expect events to curate sessions focusing on topics as varied as mindfulness, fitness or entrepreneurship, alongside the live music.
  • Mindful Revelry: People increasingly crave intimate and communal experiences that anchor them in the moment. To encourage this, event hosts are including participatory elements and asking guests not to use their smart devices. Daytime partying is no longer a novelty and sober raves such as Morning Gloryville and Daybreaker are proving particularly popular with sensible, career-focused millennials.

For more on millennial attitudes towards leisure, see Moderate Millennials: Generation Staid, Millennial Fitness: Party People and All Aboard: Millennials & Cruises.