這是一年中最美好的時光。對許多人來說,這意味著與親朋好友聚會,經(jīng)常外出用餐來慶祝節(jié)日。唯一的問題是,在任何給定的多代人聚餐場合,都可能會有一些人對這種情況感到非常不適。
Z世代目前年齡在11至26歲之間,由于新冠肺炎疫情和封鎖,他們在成長過程中失去了一些大型聚會的機(jī)會,許多人還因此患上了社交焦慮癥。
研究發(fā)現(xiàn),這種情況在職業(yè)環(huán)境中愈演愈烈,例如,2023年的一份報告顯示,90%的畢業(yè)生表示,由于社交焦慮,他們會避免面對面的工作活動,近四分之一的人不習(xí)慣在團(tuán)隊會議上發(fā)言和分享自己的想法。
但這種社交焦慮也影響著年輕人的社交生活——根據(jù)最近發(fā)表的一項(xiàng)研究,這種焦慮甚至妨礙了他們享受外出就餐的樂趣。
這項(xiàng)由英國連鎖餐廳Prezzo開展的調(diào)查詢問了2000多人外出就餐時的自在程度?!安藛谓箲]”最嚴(yán)重的群體是Z世代,34%的18-24歲年輕人承認(rèn),他們會請同桌的其他人代為與服務(wù)員交談,因?yàn)樗麄兲o張而無法開口。
這一比例明顯高于顧客的平均焦慮水平(與服務(wù)員交談時感到尷尬的顧客的平均比例為21%)。
年輕的食客表示,他們也希望為這種情況做好準(zhǔn)備。雖然約有一半的顧客表示他們會在外出就餐前查看菜單,但近40%的Z世代表示,如果不能先查看菜單,他們就不會外出就餐。
這可能有助于消除受訪者在外出就餐時常見的一些恐懼心理:被菜單上的大量選擇弄得不知所措、因念錯菜名而感到尷尬,或是擔(dān)心與同齡人相比,自己點(diǎn)錯了菜和后悔自己點(diǎn)的菜品。
通貨膨脹帶來的影響
另一個讓顧客焦慮的因素是用餐結(jié)束時的賬單總額,這或許情有可原。2021年至2023年期間,通貨膨脹率迅速上升,這意味著許多解封的人在重新外出就餐時會大吃一驚。
事實(shí)上,根據(jù)調(diào)查,近三分之一年齡在16-24歲之間的人表示,他們對晚餐結(jié)束時的賬單費(fèi)用感到緊張,而在55歲以上的人群中,這一比例僅為18%。
美國銀行《2023年更好的理財習(xí)慣》報告對1100多名Z世代進(jìn)行了調(diào)查,結(jié)果顯示,外出就餐價格上漲是Z世代花更多時間在自家廚房的眾多原因之一。10月份的報告發(fā)現(xiàn),大多數(shù)Z世代(73%)正在改變生活習(xí)慣,以減少在汽油和食品雜貨等項(xiàng)目上的開支。
雖然40%的Z世代決定減少在衣服上的開銷,33%的Z世代將日用品購物縮減到只購買生活必需品,近一半(43%)的Z世代表示,在過去的一年里,在家做飯的次數(shù)多于外出就餐,而且這些經(jīng)常下廚的Z世代中的大多數(shù)人計劃將這一習(xí)慣延續(xù)到2024年。
但Z世代對食物和飲食的焦慮并不純粹是因?yàn)樯缃换蚪疱X方面的互動,這也是他們對世界以及他們想要如何參與世界的更廣泛擔(dān)憂的一部分。例如,今年夏天發(fā)布的一項(xiàng)研究發(fā)現(xiàn),61%的Z世代從小就在食物選擇問題上感到壓力,因此會對這一問題感到焦慮。
Ketchum Food Research的報告補(bǔ)充說,62%的Z世代認(rèn)為他們的飲食模式“不健康”,因?yàn)樗环辖】祪r值觀或社會價值觀,這造成了他們信念和行動之間令人不安的差距。(財富中文網(wǎng))
譯者:中慧言-王芳
這是一年中最美好的時光。對許多人來說,這意味著與親朋好友聚會,經(jīng)常外出用餐來慶祝節(jié)日。唯一的問題是,在任何給定的多代人聚餐場合,都可能會有一些人對這種情況感到非常不適。
Z世代目前年齡在11至26歲之間,由于新冠肺炎疫情和封鎖,他們在成長過程中失去了一些大型聚會的機(jī)會,許多人還因此患上了社交焦慮癥。
研究發(fā)現(xiàn),這種情況在職業(yè)環(huán)境中愈演愈烈,例如,2023年的一份報告顯示,90%的畢業(yè)生表示,由于社交焦慮,他們會避免面對面的工作活動,近四分之一的人不習(xí)慣在團(tuán)隊會議上發(fā)言和分享自己的想法。
但這種社交焦慮也影響著年輕人的社交生活——根據(jù)最近發(fā)表的一項(xiàng)研究,這種焦慮甚至妨礙了他們享受外出就餐的樂趣。
這項(xiàng)由英國連鎖餐廳Prezzo開展的調(diào)查詢問了2000多人外出就餐時的自在程度?!安藛谓箲]”最嚴(yán)重的群體是Z世代,34%的18-24歲年輕人承認(rèn),他們會請同桌的其他人代為與服務(wù)員交談,因?yàn)樗麄兲o張而無法開口。
這一比例明顯高于顧客的平均焦慮水平(與服務(wù)員交談時感到尷尬的顧客的平均比例為21%)。
年輕的食客表示,他們也希望為這種情況做好準(zhǔn)備。雖然約有一半的顧客表示他們會在外出就餐前查看菜單,但近40%的Z世代表示,如果不能先查看菜單,他們就不會外出就餐。
這可能有助于消除受訪者在外出就餐時常見的一些恐懼心理:被菜單上的大量選擇弄得不知所措、因念錯菜名而感到尷尬,或是擔(dān)心與同齡人相比,自己點(diǎn)錯了菜和后悔自己點(diǎn)的菜品。
通貨膨脹帶來的影響
另一個讓顧客焦慮的因素是用餐結(jié)束時的賬單總額,這或許情有可原。2021年至2023年期間,通貨膨脹率迅速上升,這意味著許多解封的人在重新外出就餐時會大吃一驚。
事實(shí)上,根據(jù)調(diào)查,近三分之一年齡在16-24歲之間的人表示,他們對晚餐結(jié)束時的賬單費(fèi)用感到緊張,而在55歲以上的人群中,這一比例僅為18%。
美國銀行《2023年更好的理財習(xí)慣》報告對1100多名Z世代進(jìn)行了調(diào)查,結(jié)果顯示,外出就餐價格上漲是Z世代花更多時間在自家廚房的眾多原因之一。10月份的報告發(fā)現(xiàn),大多數(shù)Z世代(73%)正在改變生活習(xí)慣,以減少在汽油和食品雜貨等項(xiàng)目上的開支。
雖然40%的Z世代決定減少在衣服上的開銷,33%的Z世代將日用品購物縮減到只購買生活必需品,近一半(43%)的Z世代表示,在過去的一年里,在家做飯的次數(shù)多于外出就餐,而且這些經(jīng)常下廚的Z世代中的大多數(shù)人計劃將這一習(xí)慣延續(xù)到2024年。
但Z世代對食物和飲食的焦慮并不純粹是因?yàn)樯缃换蚪疱X方面的互動,這也是他們對世界以及他們想要如何參與世界的更廣泛擔(dān)憂的一部分。例如,今年夏天發(fā)布的一項(xiàng)研究發(fā)現(xiàn),61%的Z世代從小就在食物選擇問題上感到壓力,因此會對這一問題感到焦慮。
Ketchum Food Research的報告補(bǔ)充說,62%的Z世代認(rèn)為他們的飲食模式“不健康”,因?yàn)樗环辖】祪r值觀或社會價值觀,這造成了他們信念和行動之間令人不安的差距。(財富中文網(wǎng))
譯者:中慧言-王芳
It’s the most wonderful time of the year. Which for many means socializing with friends and family, often heading out for a meal to mark the festivities. The only problem is, around any given mixed-generation table there may be some who are acutely uncomfortable with the situation.
Gen Z, who are currently aged between 11 and 26 years old, lost out on large gatherings for a handful of the formative years because of COVID and lockdowns, with many still suffering social anxiety as a result.
Studies have found that this has exacerbated itself in professional settings, for example a 2023 report revealed nine in 10 graduates say they avoid in-person work events because of social anxiety, and nearly a quarter are uncomfortable speaking up in team meetings and sharing their ideas.
But this social anxiety is also impacting young people’s social life—according to a recently published study, it’s even stopping them from enjoying eating out.
The study, conducted by British restaurant chain Prezzo, asked more than 2,000 people about how at ease they felt while eating out. The group that reported the most ‘menu anxiety’ was Gen Z, with 34% of 18 to 24 year olds admitting they ask other people at the table to speak to waiters on their behalf, because they are too nervous to talk.
That’s a significantly higher figure than the average level of anxiety felt by customers, with the overall average of those who feel awkward speaking to waiting staff standing at 21%.
Younger diners said they also wanted to be prepared for the situation. Although around half of customers said they’d check the menu before going out for dinner, almost 40% of Gen Z customers said they simply wouldn’t go out for dinner if they couldn’t check the menu first.
This could be to help combat some of the commonly-listed fears survey recipients had when it came to eating out: being overwhelmed by the amount of choice on the menu, mispronouncing an item and feeling embarrassed, or fearing they would order the wrong thing and regret their purchase in comparison to peers.
Inflation bites
Another factor making customers anxious is, perhaps understandably, the total on the bill at the end of the meal. Inflation rapidly increased between 2021 and 2023 meaning many people emerging out of locked-down countries got a surprise when they returned to eating out.
Indeed, according to the research almost a third of people aged between 16 and 24 said they were nervous about the cost of the bill at the end of the night, compared to just 18% of those aged 55+.
Increased dining-out prices are one of many reasons Gen Z are spending more time in their own kitchens, according to Bank of America’s 2023 Better Money Habits report, which surveyed over 1,100 Gen Zers. The October report found the majority (73%) of Gen Zers are changing their lifestyle habits in a bid to cut down on spending on items like gas and groceries.
While 40% decided to spend less on clothes, and 33% pulled back their grocery shop to just the necessities, almost half (43%) also reported cooking at home more than going out to eat this past year, and the majority of these frequent chefs are planning to continue this habit into 2024.
But Gen Z’s anxiety about food and eating isn’t purely down to social or monetary interactions, it’s also a part of their wider concerns about the world and how they want to participate. For example, a study released this summer found 61% of Gen Z have felt pressured about what to eat since childhood, so as a result feel anxious about the subject.
The report from Ketchum Food Research adds 62% of Gen Z think their eating pattern is “wrong” because it doesn’t align with health or social values, creating an uncomfortable gap between their beliefs and their actions.