Wellness Has Made It to the College Kegger

Gen Z Wellness Trends: Wellness Has Made It to the College Kegger

Wellness is part of the college party now. A recent New York Times story covered campus parties with DJs, yoga, HIIT classes, cold plunges and students chugging energy drinks.

For brands, it's a useful look at how Gen Z thinks about wellness. It's not replacing indulgence. It's showing up next to it.

From Natural Light Runs to Cold Plunges

Having spent my fair share of weekends visiting friends at frats, I find it hard to picture any physical activity beyond walking to pick up a case of Natural Light or grabbing Jimmy John's.

But this isn't a story about college kids giving up the fun.

Gen Z Isn't Choosing Between Wellness and Indulgence

College kids are still drinking. They're still eating pizza at midnight. They're still doing plenty of the things college kids have always done.

What's changing is how easily wellness fits in alongside all of it. For this generation, a cold plunge and a keg aren't opposites.

What This Consumer Trend Means for Brands

That's where it gets interesting for brands. Wellness can keep taking up more space in people's lives without pushing indulgence out.

That opens room for brands on both sides:

• Wellness brands don't have to sell a whole lifestyle overhaul. They can meet people in the middle of a normal, fun-filled week.
• Indulgent brands don't have to act like wellness is the enemy. The same shopper buying electrolytes is buying the pizza.

The brands that do well will fit how people actually live, not ask them to pick a side.

Cold Plunge at Noon. Keg at 5. Pizza at Midnight.

Maybe these kids have it figured out.

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