The new social club? Six in Ten Gen Z combine socialising with physical activity
New research from functional soda brand, XOXO, suggests that, for Gen Z, socialising is about doing things together, with 60% saying they often combine working out or walking with spending quality time with loved ones.
The findings reveal a striking generational divide, with the figure falling to 49% among Millennials and just 23% among both Gen X and Baby Boomers, proving that the act of turning to exercise as a social activity is quickly becoming the norm for the younger generation.
The survey also highlights the importance of friendship and connection in Gen Z’s leisure time. Almost a third (32%) say they take part in activities to spend time with existing friends, while more than a quarter (27%) do so to meet new people and make friends.
Sport and exercise are part of this picture, with 29% of Gen Z respondents saying they currently work out with friends and 25% belonging to a sports team. Being part of a team or playing group sport is a great way to build relationships and even make new friends, so it’s understandable that one in ten (10%) Brits enjoy playing casual five-a-side football with friends in their spare time.
The findings come against a backdrop of busy lives. Four in ten Gen Z respondents (41%) say they often feel they have too many things to fit into their day, broadly in line with Millennials (43%).
Yet Gen Z’s priorities for their free time appear to extend beyond simply switching off. Just 36% say they would most like to spend more time relaxing and recharging, compared with 50% of Millennials and 53% of Gen X.
The research also points to a generational shift in drinking preferences, with Gen Z less likely than older generations to choose alcohol when socialising with friends and family, with just 39% saying they would opt for alcohol. Comparably, almost half (47%) of Millennials and 52% of both Gen X and Baby Boomers say that alcohol is part of their socialising plans.
Instead, younger adults show a stronger preference for energy drinks, with 34% of Gen Z choosing them when socialising, they are also most likely to choose a functional drink, at 12%, compared with 8% of Millennials, 2% of Gen X and none of the Baby Boomers surveyed.
Rory Paterson, Co-Founder of XOXO, said:
“For Gen Z, spending time together means doing something together, and that’s exactly why we launched the XO Flavour Cup in September. We brought creators, competition winners and fans together for a five-a-side tournament. Our Super Fan turned up on crutches to cheer on his team, and a competition winner walked away as MVP. That’s the kind of community we want to build.
We’re also seeing younger generations explore alternatives to alcohol, and we want XOXO in those moments: a great-tasting soda you pick because you want to, that just happens to be good for you.”
The research was conducted by OnePoll on behalf of XOXO, surveying 2,000 UK nationally representative adults between 22nd and 26th October 2026.
