Brands
The Evolving American Social Life
Report summary
From social media to smartphones to stay-at-home orders, American social life has been consistently disrupted since the turn of the century. And now, halfway through the 2020s, leisure is starting to take on a whole new meaning.
For many Americans, the prevailing motivator for getting out of the house has shifted from simply having fun to achieving some sort of wellness-related goal. Plus, things like money and mental health loom larger than ever over social engagements, especially for young people. These shifts have the potential to upend existing categories — especially those that consumers associate with negative health outcomes, like alcohol — and create entirely new ones.
More than ever, Americans are embracing “softer lives” centered around individual growth rather than communal experiences, and pandemic-induced social practices look to be permanent.
Key Takeaways
- Americans are generally happy with their social lives: Contrary to popular belief, most U.S. adults report being satisfied with the quality and quantity of their friendships, as well as their social lives more broadly.
- Income is a social life inhibitor: Relative to high earners, low earners have fewer friends, receive fewer social invitations and do fewer activities on a weekly basis.
- No more nightlife? Americans — especially women and young adults — say that, going forward, they want to drink less and participate in more wellness-focused activities like working out.
- Staying in is now a social norm: Roughly 3 in 4 U.S. adults say they “often” or “sometimes” choose to stay in, even when they’ve been invited to a social activity.
- Gen Zers have some relationship trouble: Members of the young cohort report struggling to meet new people much more than the average U.S. adult.
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Highlights from this report
When asked about the activities they are doing less or more of compared to a year ago, a clear pattern emerged: Americans are ditching traditional nightlife pursuits like drinking and clubbing in favor of wellness-focused behaviors like workout classes.
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Methodology
The research featured throughout this report draws from a survey fielded June 27-29, 2025, among a representative sample of 6,601 U.S. adults.
All survey interviews were conducted online, and the data was weighted to approximate populations of adults based on age, gender, race, educational attainment, region, gender by age and race by educational attainment. Top-line results from the survey have a margin of error of +/-1 percentage points.
About the author
Ellyn Briggs is a brands analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises brand and marketing leaders on how to apply insights to make better business decisions. Prior to joining Morning Consult, Ellyn worked as a market researcher and brand strategist in both agency and in-house settings. She graduated from American University with a bachelor’s degree in finance. For speaking opportunities and booking requests, please email [email protected].
