Seriously Unserious Hospitality: How Brands Can Support Gen Z’s Over-the-Top Approach to Hosting

Hospitality is an ever-evolving concept. Every generation has had the not-your-mother's-dinner party, which becomes the new concept to pendulum-switch away from for each subsequent generation. While millennials aren’t gen z’s parents, z has rejected or mocked millennials’ quirks at every turn, and hosting is no exception. 

One could argue that Friendsgiving is a millennial invention, but trend forecasters are noticing that gen z might be even more into it than millennials. Several factors may be influencing this, particularly life stage, but regardless, gen z is in their hosting era in the most Zoomer way possible—maximalist, committed to the bit, and admittedly in need of some help. 

With the Super Bowl coming up and awards season in full-swing, brands are armed with a bevy of party tips and recipes. But will gen z be participating? Maybe, but the reality is, gen z’s celebrations aren’t as dictated by tentpole events as much as niche cultural moments or personal whims. This doesn’t mean brands don’t have a way in with this young audience– quite the contrary. But before we get to how brands can help gen z with their party planning, we want to understand how and why they’re hosting.

Gen Z motives

While millennials and gen z approach hosting and hospitality differently, their approaches have a lot in common because they have similar motivations. Both generations are budget-conscious, crave experiences, are motivated by social media, and have a penchant for informality and deconstructing traditions. However, gen z participates in these things totally differently from millennials. Many are devoted homebodies who don’t go to bars. What’s driving this?

The pandemic is an enormous influence. Gen zers were in their formative teen years when they were under lockdown, so a dinner party at home often feels more comfortable than a dinner out. Bar and club culture also aren’t as much part of their generation’s culture or collective memory like it was for millennials and gen x. Going out is also much more expensive than it was 10-20 years ago—a night (or party) in is often cheaper than the average night out. They may be homebodies, but it doesn’t mean they’re socially inept hermits. They just want to have fun, event-izing any occasion possible and making every party a theme party.

Theme parties for days

Gen z turns to TikTok for theme ideas, from videos of other people’s parties to creators’ lists of ideas. Popular themes range from PowerPoint parties, white lie parties, themed potlucks, board game parties, and cocktail parties. They love costume parties ranging from “Dress as your favorite meme” all the way to “dress as your sexual awakening.” There are also aesthetic dinner parties with floral arrangements, elaborate décor, and trendy cakes. While budgets and design know-how vary, at the end of the day, gen z hosts and guests are committed to the theme.

While gen zers are cooking more to cut costs in everyday life, they aren’t concerned about showing off their cooking skills at parties. Parties are often potlucks, and it’s not weird for everyone to bring takeout or store-bought food. If they’re showing off anything, it’s their sense of humor, style, and theme originality. Gen z hospitality is, in a word, unserious. They take having fun seriously, and the way they get to having fun should be as unserious as possible. 

Distinguishing between the generations

Much has been said of Millennials’ desire to appear like they don’t care, all while caring so very much. This studied casualness has characterized their approach to hosting. If gen z is unserious, then Millennials are unfussy. It’s easy to see, then, how gen z might see Millennials as embarrassingly serious and Millennials might see gen z as embarrassingly elaborate. But gen z doesn’t ascribe to your grandma’s fussiness—at least not completely. Much like the Baby Boomers many of us grew up with, gen z loves a theme and even place cards, as well as instant meals for time-saving, stress-free hosting. But gen z’s take is unserious in comparison because, while they care about nailing the theme, they’re not stressed about having a perfect costume or tablescape. It’s not that gen z doesn’t care; instead, they choose fun over perfection.

Brands as party co-conspirators for gen z hosts

Food brands can create recipes or hacks (think an instant ramen bar with a variety of mix-ins), and other brands can provide the vibes for the event via sponsored playlists or even a branded holiday. According to YPulse, 62% of young people say they’d be interested in planning a gathering themed around a brand. Duolingo created a party kit to celebrate language learning streaks, and there are several instances of organic usage of these supplies on social media. This kit focuses on decor elements, which we think is great, but we also think branded functional hosting items would be great additions, considering the average 22-year-old doesn’t own multiple platters or serving spoons.

Your invented holiday could also be in partnership with influencers. Take, for example, Starbucks asking a #hostingera TikToker to post a video of her and her friends having a summer berry brunch to promote the brand’s new Summer Berry Refresher. 

Consistent with their age, gen z is also huge on snacking. According to YPulse, the younger they are, the more likely it is that snacking will be the most popular activity at their party. Beyond planned gatherings, YPulse also finds that over half of them eat snacks as a meal, with young women being even more likely than young men to do so. This means snacking accessories are big right now, such as Snackle boxes or Stanley snack trays. Branded snacking merch, whether for sale or given away in a sweepstakes, would be a great way to connect with gen z superfans of your brand.

Getting invited to the party 

With gen zers in their hosting era, know where you as a brand are at their party. Are you hidden in their pantry, or are you, better yet, the main course, a star guest, and a co-host? Score an invite to the fun by capitalizing on what these new hosts love as they reimagine gatherings this year and beyond.