Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. 

Participating in Dry January? Martha Stewart has a few suggestions for how to use your Tito’s Vodka if you aren’t drinking it.

The vodka company and lifestyle maven partnered to create “DIY January,” a campaign showing the various ways the Tito’s DIY January kit can be used around the house, served with a splash of humor.

Though the ad spot is clearly a joke it underscores an emerging trend in mindful alcohol consumption.

Drizly reported a noticeable increase in non-alcoholic beverage sales in January 2022 — a 48% jump from the prior year’s non-alcoholic beverage sales. In the same report, Drizly also noted products that were perceived as “lighter” such as clean wine and hard seltzer were some of the top-selling products last January.

According to Gallup, alcohol consumption for American adults is on the decline and Gen Z’s drinking patterns may be influencing the shift. 

Compared to Millennials, older Gen Z’s spend 40% less money on alcohol and are less likely to consume alcohol regularly. A survey by Numerator found Gen Z’s alcohol consumption and purchasing habits are influenced by concerns about how it affects their mood, behavior, and social media presence. 

These same themes may ring true for younger members of Gen Z as well, as there has been a decline in underage drinking over the past decade. If younger generations continue to show less interest in drinking alcohol than their predecessors, campaigns such as DIY January (minus the satire) may become the new norm for brands looking to appeal to sober-curious consumers. 

Marketing Snippets

The latest marketing news and strategy insights. 

How to make a video go viral: what the latest research has to say. 

TikTok licenses IMDB data making it easier for users to find TV and film references on the app. 

Meta was fined over $414 million by the EU for GDPR violations.

Are we in a recession? How to discuss the current economic uncertainty with your marketing team. 

Learn what types of posts work well on LinkedIn, directly from the LinkedIn team.

TikTok users will soon be able to restrict their videos to adult-only audiences. 

Twitter is rolling out a new feature that will let users swipe between multiple views based on their interests.

Instagram shares the platform’s 2023 focus areas, just in time for your social strategy. 

How shrinking budgets due to the economic downturn may impact influencer marketing in 2023.