Gen Alpha are set to reshape pubs and bars – even before they turn 18

We know what you’re thinking – Gen Alpha are far too young to even think about a pub visit yet.

While this might be true today, their habits, tech-savvy lifestyles, and influence over household spending are already shaping the future of hospitality.

Growing up in a fully digital world means the younger generation is connecting with brands, entertainment, and social spaces in new ways.

And with Gen Z already having a major influence on food, drink, and social trends – as well as the need for pubs to “shout louder” about their social value – the next few years look set to deliver big changes to the hospitality industry. 

Who are Gen Alpha?

“Gen Alpha” refers to individuals born roughly between 2010 and 2025, representing the first generation entirely born in the 21st century. As of 2024, the Gen Alpha population in the UK is approximately 9.2 million.

With multiple internet-connected devices per household and gaming deeply embedded in their social habits, Gen Alpha are growing up surrounded by technology. 70% of teens have a PC or laptop, while 61% and 51% have a smart TV and tablet device, respectively.

And with 72% using smartphone devices regularly, Gen Alpha are spending an average of 3.6 hours of recreational screen time – more than double the time that’s spent outdoors or reading. Additionally, 97% of 7-to-14-year-olds say they decide what to buy independently, making them the most influential consumers in their households.

How young people are already changing pub habits

While Gen Alpha might not be hitting the bar anytime soon, pubs and bars in the UK are already catering to younger customers, particularly with the change in consumer behaviour among Gen Z.

Specifically, with Gen Z continuing to prioritise health and wellbeing, 49% of young adults are opting for no or low alcoholic drinks. Gen Alpha seems set to follow suit, too. Nicholas White, Head of Strategic Research at Attest, told The Morning Advertiser that only 34% of today’s teens have tried alcohol, compared to 72% of 15-year-olds in 2013.

Beyond food and beverages, there has also been a shift in pub habits, particularly around digital ordering and pre-booking. While three-quarters of pub-goers still like spontaneous trips to their local boozer, 27% of consumers now prefer to book a table in advance. Digital ordering is particularly popular among 18-to-24-year-olds, with 34% preferring to pay from their table through an app or website. 

Meanwhile, a preference for experiences in hospitality is also evident, as 70% of Gen Z pub-goers now look for “experience-led concepts”, with the desire to feel like their time and money were both well spent.

“[Gen Z] care a lot about atmosphere, inclusivity and consistency,” an NEOS hospitality spokesperson told The Morning Advertiser. “If they have a good time once, they expect it to be just as good next time. Most importantly, they want places that feel welcoming and fun.”

What should pubs offer to Gen Alpha?

The pub and bar industry will have to adapt to the fact that younger generations have grow up with more technology and are used to socialising in a variety of different spaces.

Speaking at the MA Leaders Club conference, White said that pubs need to think past Gen Z and start getting ready for the habits and expectations of the next generation. He also added that businesses wouldn’t just be competing with other venues, but also with home entertainment platforms and gaming environments. 

“Habits forming today will define menus tomorrow,” he said. “Operators who evolve early will lead.”

To appeal to the next generation, White suggests that pubs should consider events like gaming nights to encourage young people into physical venues. Moreover, brands should start thinking about how they market to this group, particularly in-game experiences, co-creation, and user-generated content.

Crucially, this will create moments people want to share on social media, run interactive campaigns, and showcase events and offerings on platforms like TikTok and Instagram. 

Mixing valuable, real-life experiences that aren’t all about drinking with a vibrant social media strategy will be the recipe for getting the next generation of possible pubgoers through the door. 

Discover the the ales and ails of hospitality

Planet of the Grapes founder Matt Harris has over 25 years of experience in hospitality. Read his bi-monthly column for Startups now.

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