By Jeff Snyder, Founder and Chief Inspiration Officer at Inspira Marketing Group
Gen Z and Millennials are often at the forefront of technological adoption and social media engagement, but their preferences in other areas—like alcohol consumption—present challenges for marketers across industries. Take wine, for example: despite its longstanding appeal, younger generations have yet to fully embrace it, a pattern that reflects a larger shift in consumer behavior.
According to some sources, Gen Z consumes 20% less alcohol than previous generations, while the 52% of consumers aged 18 to 34 form a general consensus that drinking even in moderation is bad for your health. This sizable shift has left winemakers grappling with how to appeal to younger, health-conscious, and economically cautious consumers. While wine brands must continue promoting responsible consumption, they also face the challenge of engaging younger audiences who prioritize different values and experiences compared to previous generations.
But this challenge is not unique to the wine industry. Millennials and Gen Z consumer behavior is re-shaping marketing strategies across the board. This shift is visible in a variety of sectors, from hospitality to tech, and it challenges marketers to rethink their traditional approaches.
Generational Shifts: A Broad Marketing Impact
A recent McKinsey report highlights that younger generations prefer to spend on experiences like travel, fitness, and self-improvement rather than material goods. This has led to a reorientation of messaging in many industries. Brands are learning that it’s not enough to sell a product; they need to show how their offerings enhance consumers’ overall well-being and fit seamlessly into their lifestyles.
In response to these generational preferences, many brands have pivoted their strategies away from product-centric messaging. In industries like hospitality, tech, and even consumer goods, the focus is now on creating meaningful experiences or promoting values such as sustainability and wellness.
What Can Marketers Learn from the Wine Industry?
The wine industry’s struggle to engage younger generations serves as a microcosm for a larger marketing challenge. But this doesn’t mean that winemakers are alone in facing these difficulties. Across industries, marketers must adapt their approaches to reach audiences who value authenticity, social responsibility, and transparency in every transaction.
Here are some key strategies that can be applied across industries:
Highlighting the environmentally friendly aspects of marketing.
Sustainability and social responsibility are essential considerations for Millennials and Gen Z when making purchasing decisions. A First Insight report showed that 62% of both Millennials and Gen Z are willing to spend an extra 10% or more for sustainable products, suggesting a generational affinity for companies that demonstrate social and environmental responsibility. This trend spans industries—from fashion and tech to food and beverage—and brands that embrace these values stand to capture a larger share of the younger market.
The wine industry, for example, can leverage this trend by promoting sustainable vineyard practices, eco-friendly production methods, and recyclable packaging. Other industries can do the same, focusing on transparency and storytelling to connect with consumers. Whether it’s a fashion brand using sustainable fabrics or a tech company minimizing carbon footprints, companies that humanize their efforts through authentic narratives often build stronger connections with socially conscious buyers.
Developing a strong social media brand presence.
Social media platforms are among the most effective ways for brands to engage younger target audiences. Platforms like Instagram and TikTok are particularly well-suited for fostering visual interaction and direct connections with consumers. Brands across industries can use these platforms to drive engagement, leveraging trends and capitalizing on the rising impact of influencer marketing—especially micro-influencers who bring an authentic voice to their audiences.
This approach demands innovative, creative thinking. The more engaging and unique the content, the better. Whether it’s behind-the-scenes glimpses of a product’s development, interactive quizzes, or educational snippets, brands that consistently show up on social media can inspire user-generated content, comments, and conversations. For instance, a fashion brand might showcase the craftsmanship behind their designs, or a tech company could highlight innovative product features through bite-sized videos, all while reinforcing consistent branding to drive engagement and sales.
Creating value-added digital sales journeys.
Millennials and Gen Z are digital natives, which means they tend to do research online. Marketers should keep this in mind and design not just user-friendly and optimized e-commerce journeys and websites, but truly immersive experiences. These experiences can be personalized, as in the case of a dynamic web page that can make suggestions based on a user’s browsing history, what’s in their cart, and more.
Remember: Just because Millennials and Gen Z aren’t engaging with your brand today doesn’t mean they’re not open to learning more about it. In fact, 77% of Gen Z adults make an effort to try new brands, which is the highest share of any generation. By analyzing data-driven insights, marketers can quickly determine which content is making the biggest splash — and go on to create more of it for stronger acquisitions.
About the Author
Jeff Snyder is the founder and chief inspiration officer at Inspira Marketing Group, a purpose-driven brand activation agency headquartered in Norwalk, Conn., with offices in New York City and California. With more than 20 years of experience, Snyder leads his agency’s growth by focusing on building genuine relationships through client development and audience engagement.