Insight preview | Horizons 2024 – Economy & Work
October 3, 2024
Insight preview | “75% of Gen Z & Millennials would prefer a job that offers full flexibility over one with a high salary.”** Deloitte 2023
The world of work is evolving fast, and with it our definitions of success and aspiration. This shift has significant implications for beer, whose success has long been linked to work—both where people drink and the lifestyle goals around success, and leisure that have driven the most popular brands in the category.
“One of the biggest career aspirations for young people these days is ‘balance’. You would think at a time of economic hardship it would be salary, which is of course important, but the idea that we can have some kind of autonomy and control in order to live really fulfilling lives is key. In other words, aspiration based less on the idea of ‘career ladders’ and more on our own judgement of what makes a good life.”
Annie Auerbach, Author of “Flex”
We’re seeing a shift towards softer values that will shape beer drinking habits over the next five years, and businesses must adapt.
So, what does this mean?
Community is now at the centre of people’s aspirations and how they spend their time. This has to be central to strategies moving forward.
In the Horizons 2024 report we expand much further on the drivers of this trend, the implications and opportunities for beer business across product, retail and marketing. This overview is drawn from our first horizon “Work & Economy”. The report builds out trends and implications for Health, Identity, Environment and Technology.
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