A growing number of young people in the United Kingdom are moving away from traditional pub culture in favor of outdoor and fitness-related social activities, according to recent research. Approximately 27% of Millennials and Generation Z respondents expressed a preference for experiences centered around physical activities rather than drinking establishments.

The study highlights a shift toward embracing the outdoors, with popular activities including running and trail running, which attracted 49% of participants. Open-water swimming also gained traction, engaging 28% of young adults. Other outdoor pursuits such as hiking, climbing, surfing, and diving were also commonly cited among this demographic.

The research, conducted on behalf of Samsung, pointed to the role of social media in driving this trend by showcasing new activities, connecting users with clubs, and fostering outdoor communities. About 25% of those surveyed reported discovering new hobbies or interests through organized events and challenges, while over half had taken on a fitness or outdoor challenge in the previous year.

Annika Bizon of Samsung noted that 87% of Generation Z individuals surveyed expressed interest in attempting a new fitness or outdoor challenge within the next 12 months. Bizon emphasized the increasing demand for technology that supports physical activity by helping individuals feel prepared, stay motivated, and track progress.

This emerging preference signals a notable change in how younger generations engage socially, prioritizing health, adventure, and community-building in natural settings over traditional social venues.