The "sober-curious" movement is huge in this bracket. Mocktails, functional beverages, and non-alcoholic craft beers are now staples at any social gathering. The Bottom Line

Thriving in Your 30s: The New Era of Lifestyle & Entertainment

This decade usually brings a slightly higher disposable income, paired with a higher social conscience.

Media consumption in your 30s moves away from "what’s trending" toward what resonates.

As friends start families or move for work, organized group travel (like renting a large villa) has become the primary way to maintain deep social bonds. 5. Conscious Consumption