Diageo launches cross-industry network to reimagine how the world will socialise in the next decade

London, 26 September 2025: Diageo, owner of Johnnie Walker, Don Julio Tequila and Guinness, and Kantar, have come together alongside other leading brands to form the ‘The Think Party’, looking at the future of socialisation and how consumer trends are evolving. The group has today released its initial findings, with a more in-depth report to come in the Autumn.

Blending together the groups' strategic foresight, deep horizon scanning, quantitative analysis, GenAI analysis and collaborative synthesis across industries, ‘The Think Party’ have today released the initial findings that can help members of the network and other interested brands better understand key socialising trends and how to respond to this shift in consumer behaviours.

“Diageo continues to prioritise being close to our consumers and ensuring we’re across the trends that are taking place now and in the future. The next decade will not just test how we connect — it will redefine what connection means. By launching this network, we’re able to provide a more in-depth look at what the future of socialisation can look like across industries.” – Alberto Romano, Futures & Culture Planning Diageo.

The drivers of change identified by the research are not just influencing how often people connect, but fundamentally reshaping the WHO, WHAT, WHERE, WHEN, and WHY of social life. These emerging shifts reveal how the next decade of socializing will unfold:

WHO – The company we keep is changing

• Friendship circles are shrinking as people choose quality over quantity, creating “Smaller, Better” groups. One in five Britons say their social circle has become smaller in the past 3 years^[1] and 87% of global consumers agree that ‘feeling you are a part of a place or group’ is extremely important in their personal life^[2].
• Belonging is increasingly found in interest-based tribes and fandoms rather than geography, with 42% of people saying their fandom feels as essential as their closest relationships (Canvas8, 2024).

WHAT + HOW – The activities and rituals we share is diversifying

• Big Prep Energy: Socialising has entered a hyper-curated era where every gathering, from dinner parties to cultural outings, becomes a stage for self-expression.
• Wellness-driven connection is reshaping partying: the rise of “Smart Partying” blends balance with joy, from sober raves to sport-based socialising. One in four UK drinkers are alternating between alcoholic and alcohol-free drinks during visits to bars and pubs.^[3]

WHERE + WHEN – The spaces and rhythms of connection are becoming fluid

• Hospitality is evolving into “New Wave” cultural stages, blending dining, entertainment, and immersive storytelling, with 42% of consumers expressing interest in visiting “Alternative Social Spaces”.^[4]
• Third Spaces — from social saunas to gaming cafés — are being revived and reimagined as critical hubs for belonging.

WHY – The motivations that drive us are being redefined

• Connection is becoming more intentional, tied to personal milestones and micro-celebrations. Searches for “monthly milestone ideas” are up 90% since 2022 (Pinterest, 2025).
• A New Moderation Era means people are choosing occasions and rituals that align with wellbeing and balance.

Taking into account the emerging trends and shifts we’re seeing across the 6 W’s, socialising will become more intentional, inventive, expanded, amplified, balanced, and necessary. From being more considered with their time to self-expression driving social occasions, consumer trends are continuing to shift and will touch every consumer-facing sector.

^[1] Modern Citizens, 2024
^[2] Kantar Global MONITOR 2024
^[3] KAM & Lucky Saint, Low and No: Drinking Differently, 2024
^[4] Diageo Distilled, 2025