Conscious hedonism: Gen Z moves from disco to social wellness

Healthy hedonism is a way of living that seeks pleasure and happiness in a balanced and responsible way, recognising the importance of taking care of oneself and the environment. It is about enjoying life and the pleasures it offers, but in a conscious and responsible way, avoiding excesses.

In the area of food, for example, healthy hedonism means seeking pleasure in eating healthy and natural foods, enjoying their flavours and textures, but without neglecting their nutritional value. In other areas, it may involve choosing leisure activities that are both pleasurable and healthy, such as playing outdoor sports, enjoying nature or participating in fitness, sauna and spa rituals in large spaces.

Two studies highlight the rise of 'healthy hedonism', with a 63 % of consumers desiring multi-sensory experiences and a 42 % looking for "alternative social spaces"..

With the rise of soft clubbing, attendance at thermal meetings has risen by 1 105 %according to Eventbrite.

Overwhelmed by stress, anxiety and screens, Z's seek regulation and release. Reclaiming joy, attendance at wellness events has grown by more than 146 %The programme is driven by sauna and ice bath studios, wellness clubs and running groups.

• Daybreaker reinvented his dance parties in sobriety with a series of "sauna raves" with Othership.
• In London, Shoreditch & Soul combines aufguss sauna ceremonies with creative workshops.
• The Run Club by Diplo y Runningman by Jesse Itzler mixes endurance events with music festival-like atmospheres.
• At the global level, Sanctum offers music-driven movement classes that create an immersive mind-body experience, while Berlin-based collective CNDO promotes meaningful connections through physical activities.

Consumers do not want to choose between physical and social health. With the 70 % of Generation Z going back to drinkingFinding the right balance is better than preaching extremes.

1. Growth of the Fourth Spaces

Eventbrite also highlights a new generation of digital-physical social spaces, called Fourth Spacespopular with Gen Z and millennials:

• Wellness events such as races have gone up a 130 %and "sober-curious" meetings have grown by a 92 %.
• The 84 % of those who attend such events have developed close friendships.
• The 73 % of adults aged 18-35 plan to attend face-to-face events in the next six months.
• The 79 % is attracted to events that combine multiple interests into unique social experiences. investor.eventbrite.com

This reinforces the idea that younger generations are looking for real connections, shared experiences and personal growth, beyond traditional entertainment.

2. Gen Z lives "conscious neo-hedonism".

According to the TMSW platform, Gen Z is redefining traditional forms of entertainment and celebration:

• The 43 % says that it is important for them to do things that give them pleasure and they are constantly looking for fun.
• In Asia, the 60 % of young people seek new experiences, redefining indulgence, parties and forms of socialising.
• The 42 % mention "alternative social spaces" as very relevant. tmsw

Hedonism is no longer about excess; it is more conscious, more focused on wellbeing, body, mind and sharing with others.

3. Prioritising wellbeing among Generation Z

A McKinsey study reveals that Gen Z spends more on wellness products and services than previous generations:

• In the US, the 56 % of Generation Z considers fitness to be a "very high priority", compared with the 40 % of all consumers.
• They devote more resources to mindfulness, meditation, apps and therapies, and seek preventive health solutions.

In addition, the role of gyms and classes as "meeting places" is reinforced as a social alternative to combat loneliness.

The truth is that there is a strong global movement towards multi-sensory, healthy and social events. This generation is looking for experiences that nourish both body and mind without sacrificing fun and community.