Gen Z & Alcohol: Is Sobriety the New Social Norm? Read More »
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Gen Z & Alcohol: Is Sobriety the New Social Norm?
Inspired by Kantar’s Gen Z and Alcohol Report (Feb 2025), we dug deeper into what’s driving this shift and how brands can adapt.
For decades, drinking has been central to social life. But Gen Z is breaking the trend – 60% now abstain from alcohol, compared to 40% of the general population. Even those who do drink are doing so less frequently and more intentionally.
This shift isn’t just about personal preference – it reflects deeper cultural changes around wellness, image, and social dynamics. And for brands, it signals a wake-up call to rethink engagement with this audience.
So, why is Gen Z drinking less?
A few key factors why alcohol just isn’t hitting the same:
- Image-Conscious Culture: Growing up in a digital world, Gen Z is highly aware of how they’re perceived. 44% say others’ opinions on their appearance matter, compared to 31% of older groups. The risk of an embarrassing viral moment? Not worth it.
- Wellness Priorities: Alcohol doesn’t align with Gen Z’s focus on mental health, fitness, and self-care. They’re 30% less likely than older drinkers to drink at home to “relax”.
- Changing Social Norms: Drinking is no longer a prerequisite for socialising. With more entertainment available at home, Gen Z introverts are 22% less likely to drink than the general population.
The rise of non-alcoholic alternatives
Drinking less doesn’t mean missing out of social experiences. It means seeking better alternatives.
Non-alcoholic brands are booming:
Martini Non-Alcoholic? Up 70%.
Ceder’s? Up 36%.
This shift isn’t about sobriety – it’s about choice. Gen Z still enjoys the ritual of drinking but wants options that fit their lifestyle.
Ways for brands to adapt
- Offer choice: Whether it’s non-alcoholic options or low-ABV drinks, Gen Z values flexibility, not all-or-nothing messaging.
- Align with their values: Authenticity, wellness, and image-conscious branding will resonate far more than outdated slogans about “letting loose.”
The shift in drinking habits isn’t just a passing phase – it’s a transformation in how young people approach alcohol and socialising. And for brands that get it right, the opportunity has never been greater. Brands that embrace choice, experience and authenticity will be the ones that thrive.
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]]>The Traitors Campaign: From Screens to Scenes. Read More »
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The Traitors Campaign: From Screens to Scenes.
We are beyond proud to have partnered with the BBC on their latest campaign for The Traitors – a show that has taken the UK by storm.
The campaign ran across our entire D6 University network, spanning the whole of the UK, with the aim of driving awareness and inspiring both new and returning viewers to tune in. With Gen Z as the key target audience, we knew we had to go all in – no half-measures, no betrayals.
In addition out-of-home, we hosted live watch parties across major UK cities, creating the perfect setting to gather fans and embrace the social, debatable nature of the game show. From tense discussions to dramatic gasps, these events truly captured the essence of The Traitors.
Campaign highlights:
- National DOOH network campaign: Promoting both the show and the SU activations in key cities.
- Finale watch party events: Kicked off across major Student Union venues, including main bars, large screens and two nightclubs transformed with projectors and theatre-style seating.
- Sold-out success: Over 1000 tickets snapped up, with some venues having to upgrade to bigger venues to accommodate high demand.
- Participating universities: Bristol (UWE), Bournemouth (BUSU), Manchester (UoM), Glasgow (UoG), Nottingham (UoN).
- Exclusive BBC merchandise: SUs decked out with banners, coasters and more.
With over 7.4 million viewers tuning in for the final episode, it’s safe to say the show made history and we’re proud to have been part of the journey.
A huge thank you to Talon and Havas for helping to bring this campaign to life – teamwork worthy of a faithful alliance.
Billy, Client Director at Talon, shared his thoughts on the campaign:
“Next-Gen Media have provided a great opportunity for the BBC to showcase one of their most popular shows with a nationwide DOOH campaign and live viewing experience directly to a key target audience. From briefing stage to activation, the process has been seamless throughout, with constant communication and reassurance that all is in hand. Looking forward to seeing the success from these activations!”
Guy, our Co-Founder and CEO added:
“We are delighted to have collaborated with our key partners, Talon and Havas, promoting the latest series of BBC’s, The Traitors, to our valuable audience of young people. We ran the campaign across our national digital out-of-home network in universities, supported by exclusive finale watch party events to amplify the activation. It’s been amazing to see the shows’ popularity continue to rise, especially with Gen-Z, so we can’t wait to go bigger and better for 2026.”
As we continue to expand our experiential offering, we’re excited to create even more unforgettable moments for brands and audiences alike.
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]]>Dublin Down: NGM Lands in the Republic of Ireland. Read More »
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]]>Dublin Down: NGM Lands in the Republic of Ireland.
Last week, we took a leap across the Irish Sea and officially launched our full-motion digital screen network in the Republic of Ireland! 
Our screens are now live at University College Dublin, reaching a vibrant student population of around 9,000.
This launch is a significant step forward in our mission to create meaningful opportunities for students. For brands, it opens up even greater possibilities to connect with students where they live, study and make daily decisions.
With Ireland now firmly on our map, this is just the beginning. We’re excited to keep building on this momentum as we bring our mission to life across even more locations – Galway and Cork, we’re coming for you
Reflecting on this milestone, our Co-Founder and Chief Operating Executive, Andy, shared:
“We’re thrilled to launch our DOOH network in Ireland, expanding into major universities and private student halls. This milestone takes us closer to our mission of delivering meaningful opportunities to students while presenting an exciting chance for brands to connect with them. A big thank you to our team and partners for making this possible—we’re excited to grow our inclusive network and empower students with new experiences, right where they need it.”
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]]>Mark-ing a New Chapter: Welcoming Our New CRO. Read More »
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]]>Mark-ing a New Chapter: Welcoming Our New CRO.
A very warm welcome to Mark Heather, our new Chief Revenue Officer! 
With over 25 years of experience in media and out-of-home, Mark brings a wealth of commercial expertise and leadership to our team. His deep industry knowledge will be invaluable as we expand our network, pursue ambitious growth plans, and strengthen our connections with youth audiences across the UK.
Most recently, Mark served as Director of Investment and Revenue Optimisation at Global. Throughout his career, he has held senior roles including UK Trading Director, Sales Director, and Commercial Director at Viacom, CBS, Exterion Media, and Global. He was also a key part of the commercial bid team for some of the UK’s largest advertising contracts, including the recent TfL pitch.
Mark will be working closely with our CEO Guy and our commercial team to help our advertisers, specialists, and agency partners unlock the full potential of our full-motion digital network. Meanwhile, Guy will focus on developing new opportunities for brands to connect with young people across the UK and internationally.
Mark, it’s fantastic to have you on board!
Read more about Mark’s exciting move to our team here 
Mark Heather Joins Next-Gen Media
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]]>How Gen Z is Redefining Veganuary for the Long Term. Read More »
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How Gen Z is Redefining Veganuary for the Long Term.
It’s January, so you know what that means – Veganuary is back!
Meat-free diets are more popular than ever in the UK and Gen Z is leading the charge. Over a quarter of them (26%) are already following a meat-free diet, with 9% identifying as vegetarians, another 9% as vegans and 8% as pescatarians. And it doesn’t stop there—last year, another 26% of Gen Z planned to make the switch, meaning over half of this generation could now be embracing a meat-free lifestyle. It’s a massive shift that’s hard to ignore.
A Conscious, Forward-Thinking Generation
Sure, Gen Z is driven by environmental concerns, animal welfare and personal health, but a big part of their reasoning is about staying aligned with modern values and embracing the ethos of a progressive, socially conscious generation.
Being conscious of what you eat, wear and use is seen as aspirational and forward-thinking. That’s why so many young people are also leaning into cruelty-free beauty, pre-loved fashion and refurbished tech.
More Than Just Oat Lattes and Avo Toast
Gen Z get a lot of stick for their trendy green smoothies and avocado toast obsession, but they’ve played a major role in driving the rise of vegan substitutes and the explosion of plant-based restaurants across the UK. 23% of 18–24-year-olds in the UK are already ditching meat. And let’s not forget the millions of others dabbling in vegan nuggets, jackfruit burgers and “milk” that never saw a cow.
Much More than a January Fad
Sustainability? Check. Social impact? Check. A chance to mention they’ve gone for the vegan Greggs sausage roll instead of the meat one? Absolutely. Veganuary ticks all the boxes for this values-driven, trend-savvy generation.
But while Veganuary might be the kickstart, plant-based eating is increasingly becoming a year-round commitment—especially for younger people. With more brands offering exciting vegan options and plant-based eateries opening across the UK, sticking to these habits beyond January has never been easier.
Here are some of our favourite plant-based campaigns we’ve come across:
Field Roast’s – Bratastic Bratwurst
Field Roast, North America’s leading plant-based meat company seized Charlie XCX’s “brat summer” trend to showcase its bratwursts with a bold campaign.
La Vie’s – Plant-Based Ham
The brand’s campaign was visible in some of London’s most ‘ham-centric’ areas such as Ful(ham), West(ham)pstead and even Bucking(ham) Palace.
Flora’s – Skip the Cow
Flora’s January ‘Skip the Cow’ campaign encouraged people to choose plant-based alternatives. From billboards to digital six-sheets, the tongue-in-cheek campaign featured everything from drawings of cows to amusing one-liners.
Meatless Farm’s – M…F…
The M… F… campaign was bold, unusual for the category and oh so witty. It managed to do the difficult task of getting some reaction out of the audience. Some laughed, some were shocked, some got angry. Either way, it got noticed and spoken about.
Danone’s – T-Oat-ally Delicious
Simple and effective. Across our very own network, this campaign reached the “Not Milk Generation” in major university cities with Alpro’s Oat Milk, in association with Caffe Nero.
Did you know that 49% of Gen Zers feel ashamed to order dairy in public?
If your product or service resonates with Gen Z, we’d love to help you reach young people across the UK where they live and study.
Get in touch to bring your message to the forefront of their daily lives!
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]]>Opening New Doors: Introducing Programmatic. Read More »
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Opening New Doors: Introducing Programmatic.
At Next-Gen Media, we like to stay ahead of the curve.
That’s why we’re excited to announce a major step forward: programmatic buying is now live across our nationwide portfolio of full-motion digital screens where young people live, study and thrive.
What does that mean in plain terms?
Through programmatic buying, brands can now tap into our network via Vistar Media, the global experts in Out-of-Home (OOH) technology solutions. This partnership makes it easier than ever for brands to reach the Gen Z audience in high impact, contextually relevant spaces.
Our network already delivers over 6 million daily impressions, reaching young people where they are comfortable and receptive. By adding programmatic capabilities, we’re giving brands and agencies even more tools to deliver targeted, dynamic campaigns at scale.
Why Programmatic DOOH?
Programmatic digital out-of-home (DOOH) is reshaping the advertising landscape. It combines the scale and impact of OOH with the precision and flexibility of programmatic buying, making it a powerful option for brands looking to connect with audiences in meaningful ways.
Guy Thurlow, our Co-Founder and Commercial Director, sums it up:
“We’ve always focused on helping brands engage with hard-to-reach youth audiences. Partnering with Vistar Media lets us offer even more flexibility and choice, opening the door for new creative possibilities and wider reach.”
Layla Soufi, Director of Supply Partnerships at Vistar Media UK, echoes this enthusiasm:
“Next-Gen Media’s network is a perfect addition to our supply-side platform, enabling brands to connect with a key demographic in highly viewable, contextually relevant locations. We’re excited to grow this partnership and deliver even more value to advertisers.”
The Bigger Picture
This move isn’t just about new tech—it’s about staying ahead in a rapidly evolving media landscape. For us, it’s another step toward making advertising smarter, more effective, and better aligned with the habits and values of Gen Z.
Whether you’re a global brand or a local business, our programmatic offering unlocks new ways to reach and resonate with the next generation.
Let’s make it happen.
Read more about our Programmatic Partnership here:
For more information, get in contact with the team.
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]]>Our New Move with The News Movement. Read More »
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Our New Move with The News Movement.
Our mission has always been to inform, educate and inspire – and with our latest partnership, we’re taking things to the next level.
We’re thrilled to announce that we’ve joined forces with The News Movement, a group of experts who share our vision of keeping young people connected and in the loop.
So, who are TNM?
They are a news platform dedicated to providing factual, unbiased reporting, helping individuals make informed decisions.
Together, we’ll bring the latest credible news to students across the UK, right where they live and study. Through our network, TNM’s content – focused on news and trends – will be readily available, offering young people a quick way to stay informed. With a quick glimpse of our screens, they’ll be able to scan a QR code for even more top stories.
More details from MediaCat here:
New partnership brings credible news to students
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]]>Embed your Brand into their University Experience this Freshers’ 2024. Read More »
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Embed your Brand into their University Experience this Freshers’ 2024.
If Freshers’ isn’t on your radar, are you even trying to reach students? 
You’ve probably heard the term being thrown around – and trust us, for good reason.
With around 600,000 students starting university this September, it’s a prime opportunity to start a conversation with them and embed your brand into their new lives.
Why Freshers’ matters
This event isn’t just another blip on the student calendar, it’s a prime opportunity for brands to get in front of thousands of young people and make an impact. Students are stepping into their first real taste of independence: moving away from home, managing their finances and experiencing the thrill of their first loan payment. This mix of excitement and transition makes them highly open to discovering new brands and services.
Why reach them at home?
Want to connect with them in the safe space they call home? Here’s why our network is the right choice:
- First Impressions: Accommodation is their first stop before anywhere else. Our screens are the first media they will see, helping you make an impact from day one.
- Repeat Exposure: Our screens are placed in high-traffic and dwell time areas such as receptions, main entrances and lift lobbies, ensuring multiple touchpoints with them throughout the day.
- Stand Out from the Crowd: Freshers’ Fairs can be chaotic. Our screens provide a calm, focused environment where your message is guaranteed to be noticed when students are most receptive.
- Social Hotspot: Just a place to sleep and eat? We think not. 60% of students view their accommodation as a social space, with 74% of students inviting friends who don’t live there and 65% taking advantage of the social spaces and facilities available in their accommodation. (NGM Student Panel, 2024)
- No Place like Home: 79% of students want their accommodation to “feel like home,” and 55% are on the lookout for homeware brands when they move in. Plus, 77% arrive without essential items like bedding and kitchenware.
Freshers’ 2023 highlights
Last year, we delivered campaigns for top brands like Just Eat, HP, BoohooMAN, HSBC, Fruits Dating App, Papa Johns, Camp America and many more.
Take a look for yourself 
At NGM, we’ve been busy expanding our reach to help brands connect with students across the UK, from bustling cities to smaller towns. With over 350 full-motion D6 screens in more than 60 locations, we can support your campaign, whether it’s national, regional, or city-specific.
Connecting with open-minded, tech-savvy students during one of their most significant life events can create lasting loyalty. If you can make an impression during the chaos of Freshers’ Week, you’re likely to win their loyalty for years to come.
Sounds exciting, right?
Get in touch with one of our student marketing experts to discuss your Freshers’ 2024 campaign today.
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]]>Leadership Wins: Proud Moments for Our Team. Read More »
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Leadership Wins: Proud Moments for Our Team.
At Next-Gen Media, we take immense pride in the achievements over recent years, showcasing how our innovative approach has made a significant splash in the industry.
The recent recognitions of our Co-Founder and Commercial Director, Guy Thurlow, are a testament not only to individual brilliance but also to the collective spirit of our entire team.
Media Week’s 30 Under 30 Winner 2024
Drumroll, please! Earlier this year, our Co-Founder was recognised as one of Media Week’s 30 Under 30 winners for 2024 by Campaign UK.
Rising Star at The Media Week Awards 2023
In another fantastic achievement, our Co-Founder secured the Gold award in the Rising Star category at The Media Week Awards 2023 by Campaign UK.
ALF Awards Special Recognition Award 2024
And the hits keep coming!
Our Co-Founder was selected for the ALF Special Recognition Award by ALF, a category created especially to honour his entrepreneurial spirit and vision as a recent graduate who founded his own media owner company, alongside our Partnerships Director, Andy Francksen, that we now call Next-Gen Media.
We’re excited to keep pushing the boundaries of innovation and creativity, inspired by the dedication that has earned us these honours. Here’s to many more milestones and achievements for our company and our remarkable team!
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]]>The Third-Party Cookie Crumbles. Read More »
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The Third-Party Cookie Crumbles.
The digital advertising landscape is undergoing a significant shift with the restriction of third-party cookies—those small data pieces used to track users’ online behaviour. As users demand more privacy and regulatory bodies enforce stricter data protection laws, cookies are becoming obsolete.
With Google planning to give third-party cookies the boot in 2024, the ripple effect will be felt across digital channels, including online, social media, audio, out-of-home (OOH), and digital-out-of-home (DOOH) advertising.
But, here’s the good news…
DOOH has always been cookie-less, standing tall and maintaining its position as a reliable, brand-safe and effective medium which leverages physical locations and tangible media to engage consumers, rather than relying on data tracking and user profiling.
As business continues as usual for DOOH, here are a few of the many opportunities this format offers for impactful audience engagement:
Contextual Relevance 
A rising opportunity emerges for contextual relevance in DOOH advertising, as traditional methods take a back seat. Brands can focus on delivering content that resonates with the environment or specific locations, fostering more meaningful connections with the audience—all without diving into individual user data.
Integration with First-Party Data 
In the post-cookie era, the importance of first-party data is heightened. Advertisers can team up with vendors, retailers, or brands to ethically gather this valuable data. This collaboration unlocks precise audience insights and targeted campaigns, all whilst safeguarding user privacy.
Dynamic Content & Real-Time Optimisation
With DOOH, brands can turn to dynamic content strategies, adjusting campaigns in real-time based on environmental shifts or audience behaviour. This flexibility ensures continuous optimisation and enables the delivery of personalised, contextually relevant content using trigger criteria and data integrations.
As we move towards a more data-private future, OOH advertising continues to provide a promising way for marketers to connect with consumers in meaningful, privacy-conscious ways. This also opens up new avenues for creative and impactful advertising strategies.
Find out more here: https://www.iabuk.com/member-content/what-do-impending-cookie-changes-mean-dooh
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