New research on how Brits plan to spend their downtime shows active lifestyles will outrun nightlife in 2024
London, 27th February 2024: New research has found fresh insights into the UK’s evolving leisure preferences and spending habits, which has highlighted a dramatic shift in leisure activities showing an unprecedented surge of consumer interest and intent around health and wellness-oriented events as the UK prepares for a packed year of sporting events, kicking off with the London Marathon in April.
According to the latest research by Creative PR Agency, PrettyGreen, Britons are increasingly trading their cocktail glasses for running shoes, with active events like 10K runs, marathons, and obstacle races seeing a significant uptick in popularity as the UK prepares for a packed year of sporting events including the London Marathon, Olympics and the Euros.
The report, entitled "The Play Book," details a 31% increase in both time and spending intentions for active events in 2024, outpacing all other leisure categories. This boom is especially pronounced among men, who are expected to drive a 27% increase in spending, and Millennials and Gen Z, who are anticipated to spend 28% and 23% more, respectively. In stark contrast, Baby Boomers forecast a 13% decrease in spending on such events.
In parallel, about 20% of UK adults are now investing their leisure time in activities that foster both physical and mental development, including creative pursuits, learning new skills, and prioritizing health and wellbeing.
However, the night is not as young as it used to be for bars, pubs, and nightclubs. These staples of social life are poised to experience the most substantial net decreases, with expected time and spending projected to fall by 9% and 6%, respectively. This trend signals a need for social hospitality brands to innovate and capture the hearts and wallets of the public that are increasingly opting for wellness over wine.
"The Play Book" paints a clear picture: the UK is embracing a wellness revolution, prioritising fitness and health over traditional nightlife.
Lucy Porter, Strategy Partner at PrettyGreen, emphasises the significance of this cultural shift: "Our findings reveal a nation eager to invest in health and wellness, with experiences that support an active lifestyle."
For more information on 'The Play Book' and to access the full report, please visit https://itsprettygreen.com/news/play-book-brand-marketing-strategy
All assets can be found here: https://drive.google.com/drive/folders/1QqBWPTzP_sgQOdYNNcdsT1VaEC5Wmdau
For any media enquiries please contact Lizzie Lynch
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About PrettyGreen
PrettyGreen is an independent creative communications agency with specialists across PR, Social, Influencer Marketing & Experiential. We’re on a mission to deliver campaigns that positively impact brand performance, people and planet. For 15 years, we’ve worked with world-leading brands such as Nando’s, Hasbro, Under Armour and Snapchat, Audible, Shark Ninja, Pizza Express and Hasbro to develop Less Ordinary campaigns and create meaningful connections for commercial return.
Web: https://itsprettygreen.com / Instagram: @prettygreenthings / LinkedIn: @PrettyGreen / Email: hello@itsprettygreen.com
Research Methodology
The research of 2,000 nationally representative UK based Britons was commissioned by PrettyGreen and conducted by Opinium
