Let’s Drink and Be…Responsible? (The New Party Scene)

Partyphiles are now more cautious of their behavior due to social media. They also want events to serve as a platform for issues and be sustainable.

BY HAVAS MEDIA ORTEGA

PART III

In Part III of HAVAS Ortega’s four-part series, the agency delves into the era of disciplined partying and how social media plays a role in this consciousness. For instance, though not wanting to completely abstain from alcohol, more Filipinos now want to drink responsibly, to maintain a sense of control. They also observe higher expectations for big parties and events: Wanting them to be more diverse and inclusive, serve as platforms for social issues, and be more eco-conscious in their execution.

ENTER THE ERA OF DISCIPLINED PARTYING

So, is the party over? Are we done with Christmas celebrations?

Far from it. Celebrations will continue because they are ingrained in the very fabric of Filipino culture. However, shifts are expected to emerge, especially now that Filipinos are redefining how they party and celebrate.

For one, they will usher in an age of disciplined partying, where the goal of the celebration is to truly connect with other peers and enjoy the experience while maintaining a sense of control over how they experience the party and the consequences of their partying.

Especially in this age where cameras are always on standby, Filipino Prosumers are beginning to realize that losing control could put their image at risk. Ninety-three percent of Millennials and 86% of Gen Zs share this sentiment and are aware of the effects of having unruly behaviors captured and shared on social media.

Because of this desire to party in a disciplined and controlled way, 74% of Filipino Prosumers are now shifting the venues of their parties to their homes or a friend’s place so they can control the environment they are in. This is particularly true for 79% of Gen Xers, 81% of Millennials, and 77% of Gen Zs.

This desire to party in a disciplined and controlled manner is also giving way to the emergence of moderation when it comes to alcoholic consumption. Forty-three percent of Filipino Prosumers now believe that they do need to drink alcohol to have fun at parties. This “moderately drinking” phenomenon is also being seen in some social media trends that feature the hashtags #SoberTok, #SoberCurious, and #SoberLife – all of which extol the virtues of moderate drinking.

But do not get them wrong — they are not saying “no” to alcohol completely. Only 10% of Filipino Prosumers and 20% of Gen Zs abstain from drinking entirely at parties. Instead, they are embracing a new mantra while partying: Party mindfully, drink responsibly, maintain control.

In fact, only 11% of Filipino Prosumers – lower than the 18% global average – say that they go to parties these days to lose control. Even the Gen Zs do not want to lose control when they party; only 8% of them aim to totally let loose in parties.

Filipino Prosumers – in their search for more control when they party – are also becoming more selective when it comes to whom to party with: 61% prefer to party only with people who they know are like them in terms of gender, sexual orientation, income class, and age – a sentiment that is shared by close to two-thirds of the Gen Zs and the Millennials.

VALUES ON THE DANCE FLOOR

For two-thirds of Filipino Prosumers, the act of partying can no longer be separated from the issues surrounding them. They now say that big parties and events they attend are great opportunities to take a stand on important societal issues. This belief is most pronounced among Filipino Gen Zs, 80% of whom align with the sentiment that parties and events must resonate with social problems and take a stand.

In fact, 84% of Filipino Prosumers now want parties to commit to respecting and preserving the environment. Gone are the days of parties that leave a wave of destruction and trash. Hosts and attendees are now expected to leave their venues as they were before the party – if not better off.

When it comes to party attendees, 76% of Filipino Prosumers now expect parties to be inclusive of all gender identities, sexual orientations, and expressions. Much higher than the global Prosumer average of 70%, this suggests that Filipino Prosumers are more likely to demand that the parties they attend be inclusive and diverse.

These observations indicate that Filipino Prosumers bring their values with them as they party the night away and enjoy. It is possible that for Filipino Prosumers, values are held truly close to one’s heart and should influence even the choices they make in how to spend their free time celebrating.

PARTIES, REDEFINED

While they may not be hitting the dance floor as often as they used to, the Filipino Prosumers’ love for celebrations remains as strong as ever. They are adapting, innovating, and finding new ways to celebrate safely in their own way. So, while the party scene may look a little different, the spirit of celebration is still alive and well.

First off, forget about waiting until one hits the venue to start the party. For 86% of Filipino Prosumers, the fun begins the moment one starts getting ready. It is already a party as soon as they break out their outfit and start glamming up for the occasion. A whopping 85% of Filipino Prosumers enjoy the process of picking out their party attire. For 62%, doing makeup is even a party on its own as they take their time experimenting with new styles while blasting a feel-good music playlist.

Because of the emergence of drinking responsibly and moderately, parties nowadays do not just center on alcohol anymore. There’s a (not so) new MVP in town, and its name is food. For 84% of Filipino Prosumers, the presence of delicious grub can makes a party great. Hence the rise of the “Kaininuman” trend, where parties mean indulging in mouthwatering dishes while you dance the night away and catch up with friends.

From getting dolled up to digging into some delectable treats, it is no doubt that Filipino Prosumers raise a toast to a whole new era of partying.

Havas Ortega is part of the Havas global communications group that provides advertising, media and healthcare and wellness communication solutions. Its mission is to create a meaningful difference to brands, businesses and people. In the Philippines, Havas Ortega is at the forefront of understanding the Filipino Prosumers, the leading-edge 20% of consumers, who are forward thinking, influential, proactive and socially and/or environmentally conscious. They are first to market. What they currently think, feel and do are usually 18-24 months ahead of the mainstream.

Click for Part IV