How does the idea of a night out sound? Would you rather stay in? You might not be alone.
Increasing numbers of Gen Z are swapping nights out for nights in. Entering a new era of self-care described by the internet as a ‘Grandma Era’. It’s not just an aesthetic lifestyle change though, there are complexities surrounding the ‘grandma-era’ and could be down to unique struggles facing the generation.
What is a ‘Grandma-Era’
With just over 20 million uses of the hashtag ‘Grandma era’ on TikTok, the app’s latest phenomena involves women sharing their favourite rituals and practises associated with staying in.
Kalhan Rosenblatt, a journalist who covers internet culture described the term ‘grandma-era’
“Young adults are going all in and embracing what they refer to as their “grandma era.” They’ve taken up hobbies and behaviours often associated with older generations, including knitting, crocheting, needlepoint and staying home (rather than going out).”
A New Era of Self-Care
Dominating TikTok is the theme of self-care. Scrolling on your for-you-page will guarantee you a glimpse into an influencer’s skincare routine, night-time routine or how they ‘unwind’ for the evening. Self-care has become a commodity and its own genre. With daily trends, products, and videos being updated, young women are increasingly buying into the notion of ‘self-care’.
One of TikTok’s nearly two billion worldwide users, Amy said,
“I rarely see any fun or lighthearted content that the app sort of started with, It definitely feels like influencers are focusing more on the theme of self-care.” She noted that most of these videos are pushing the same sort of content with new products or trends in every video, “truthfully it feels a bit boring with the repetitive style of content – every day is the same style of get ready with me.”
What does the Grandma-Era represent?
Many positives come with the so-called ‘grandma-era’. Promoting rest, relaxation, and wellness indicates that Gen Z are productively prioritising their well-being. However, according to Vogue writer Daisy Jones, the hyperfocus on self-care can encourage young people to stay at home exclusively.
“For a lot of people, “self-care” is basically interchangeable with “not going out or seeing anyone”. And, in recent years, this side of self-care culture has ramped up beyond belief.”
Why is Gen Z Choosing to Stay Home?
Club Closures
There is no denying that nightlife across the country is dwindling. Consulting business specialising in hospitality, Keane, reported that since 2020 a third of nightclubs have permanently closed. What was once a staple in British Culture, is now a dying market with club closures every single week.
It might be rare for a night of drinking to end in a nightclub now. Rather, choosing to go home early, or simply not going out at all. As a university student, Amy said it can depend for her, especially as drinking and going out can be a big part of uni life. She added, “most of my friends do engage in that side of it, but I’ve definitely noticed club nights are quieter each year – I think people around me are going out less and less.”
Amy believes this could be down to the cost of living crisis, “I think students being in their ‘grandma-era’ is almost out of necessity.”
Low/No Alcohol
Have you noticed many of your friends are now choosing low or no alcohol? It doesn’t feel uncommon to be out with friends and at least one of the group opts for the low or no alcohol option or just a soda. Coinciding with the declining ‘clubbing’ experience, people are now choosing to drink less.
A report by The Conversation found that Gen Z might be the soberest generation yet, drinking a third less compared to the generations before them.
Cost of Living Crisis
Young people are increasingly avoiding nightclubs and, as a result, also reducing their drinking habits. Yet, people are failing to look further as to why Gen Z may be avoiding these long-standing habits.
Unlike generations before who had greater financial freedom due to lower costs of living, Gen Z may be the most impacted by this cost of living crisis, which bears soaring rent costs and increased tuition fees. Twenty-year-old Amy described how much the cost of living crisis has impacted her university experience. She said she thinks that “five years ago even, students most likely didn’t have to budget as much as we do now.
“It means having to skip nights out and mainly stay home instead.”
What’s Next for Gen Z?
With soaring costs of living continuing, the social and economic landscape for Gen Z will continue to change. According to calculations made by the Night Time Industries Association (NTIA), nightclubs will cease to exist by December 31, 2029, if they keep closing at their current rate.
Gen Z are adapting to a challenging economic time, with experts from The Guardian predicting that purchasing or sustaining property will be a struggle.
While it’s a cute and viral social media movement, the grandma-era can also be viewed as a necessary response to the cost of living crisis impacting on Gen Z.
