As social habits evolve, so do opportunities for businesses in the Entertainment and Leisure sector. Millennials and Gen Z are leading the way, moving away from traditional nights out and embracing more creative, non-alcoholic alternatives. This shift is creating a significant opening for businesses to connect with these audiences in fresh, meaningful ways.

At Bauer Media, we can help you harness these trends and turn them into genuine business results. Our iconic brands, combined with innovative advertising strategies, make us the perfect partner to help you reach today’s experience-driven consumers.

The Sober-Curious Movement: More Than Just a Trend

The sober-curious movement is reshaping socialising habits. 20% of UK adults † are now reducing their alcohol consumption, and among 18-24-year-olds. According to Drinkaware, a striking 39% identify as “semi-sober.” ‡ This growing audience is actively seeking out non-alcoholic options, valuing wellness over traditional pub culture.

At Bauer Media, we understand how to engage this audience. With 27 million listeners* across the UK—reaching 40% of the population—our trusted radio stations and digital platforms put your brand in front of the right people at the right time.

Escape Rooms: Captivating Experiences for a New Generation

Escape rooms have exploded in popularity, growing by 200% in just six years. With over 1,500 locations across the UK, these immersive experiences attract primarily Millennials and Gen Z – exactly the audiences you want to reach §.

Bauer Media’s targeted radio advertising and digital audio solutions can position your escape room as a top choice for social alternatives for localised campaigns. We help you engage this growing market and drive footfall to your venue.

Crafting: The Creative Alternative to Clubbing

Crafting is becoming the new way to socialise. Stats from ticket website, Eventbrite shows that between 2021 and 2023, attendance at craft workshops grew by 25%, with 19% of Millennials preferring creative hobbies over traditional nights out **. If you are offering hands-on, creative experiences, this is your time to shine.

Bauer Media’s tailored advertising campaigns can connect your business with potential customers who are eager for unique, hands-on social activities. Our platforms help you position your events and workshops as exciting alternatives for people looking to try something different. Targeting those most likely to book.

Bars, Pubs, and Clubs: Adapting to the Sober Night Out

The rise of the sober-curious movement has transformed traditional nightlife. In 2024, 70% of UK pubs and bars †† now offer alcohol-free options, catering to a growing demand for non-alcoholic beverages. With non-alcoholic beer sales rising 58% between 2019 and 2023‡‡, it’s clear that socialising without alcohol is here to stay.

If you run a bar, pub, or club, Bauer Media can help you adapt and attract the sober crowd. By focusing on the experience—whether it is live music, comedy, or board game nights—our creative advertising solutions can position your venue as a go-to destination for non-traditional nights out.

Why Bauer Media?

At Bauer Media, we specialise in helping businesses engage with today’s evolving audience. Our advertising products are designed to meet the unique needs of the Entertainment and Leisure sector, helping you tap into emerging trends and attract new customers.

• Targeted Radio Advertising: Reach your audience on iconic stations like Greatest Hits Radio, Kiss, and Magic.

• Digital and Social Media Solutions: Amplify your message online and drive traffic to your events or promotions.

• Creative Campaigns: Position your brand as a leader in the social alternative movement with our expert-driven campaigns.

• Promotions and Sponsorships: Partner with Bauer Media to run effective promotions or sponsor events that align with your audience.

We’re here to help you connect with the right people at the right time, making your business a destination for the growing number of consumers seeking social alternatives.

Ready to Grow Your Business?

The future of socialising is changing, and so should your marketing strategy. Partner with Bauer Media to unlock new opportunities, grow your customer base, and position your business for success.

Contact us today to learn how we can help you create a winning campaign that connects with the audiences that matter most.

* Rajar Q2 2024 | †https://www.theiwsr.com The IWSR Drinks Market Analysis 2023 | ‡ https://www.drinkaware.co.uk Drinkaware research (2022) | § https://thelogicescapesme.com The Logic Escapes Me | ** https://www.eventbrite.co.uk/blog | †† https://beerandpub.com British Beer & Pub Association (BBPA) | ‡‡  https://www.theiwsr.com IWSR’s website