
Tell an Australian guest not to bring anything along to a party or casual hang, and watch them do it anyway.
New research commissioned by Smith’s has confirmed what most of us already suspected: only 15% of guests actually take “don’t bring a thing” at face value. The rest show up with a bag of chips (30%), something homemade to overachieve quietly (23%), or just anything at all so they’re not the one guest standing there empty-handed (33%).
Interestingly, of all Aussies, Gen Z are the most generous party guests, with 91% choosing to bring something; a third (33%) reporting that they will bring something casual like a bag of chips, or something they’ve made to impress their friends (31%), while 27% will bring something so they are not ‘that guest’ who doesn’t bring anything
It’s a fitting insight for Smith’s to be sitting on right now, with the brand marking 95 years in Australia and gearing up for National Potato Day on 19 August. But the bigger story buried in the data is about how Australians are hosting in the first place, and the answer is: a lot less formally than they used to.
Katherine Twomey, Senior Marketing Manager at PepsiCo ANZ, said the findings reflect a broader cultural shift taking place in Australian homes.
“Australians are taking the pressure off hosting. People are swapping perfectly curated tables for more relaxed get-togethers where everyone feels comfortable, and that’s creating more opportunities to connect.
“For 95 years, Smith’s has been part of those moments – from family celebrations to spontaneous catch-ups – and while the way we host has evolved, the simple joy of sharing good food with good company hasn’t changed.”
Nobody’s trying to impress anyone anymore
Almost half (47%) of hosts say having people over at home has become their new normal, more common now than going out. Gone are the days of stressing over a three-course menu and fancy dinner sets, apparently.
Hosts across every generation are prioritising keeping costs down (19%), having good ingredients on hand (15%) and general ease (15%), well ahead of trying anything new. Only 5% said experimenting with a new recipe was their top priority, which tracks with 44% saying they’d rather host something smaller and lower-key than attempt a big production.
The generational breakdown is where things get interesting, as it would seem staying in has become the new going out. Nearly half of Gen Z (49%) and Gen X (47%) hosts, and more than half of Millennials (54%), now stay in more than they step out for social events, with Baby Boomers not far behind at 37%.
It’s less about the spread, more about the company
Most say it comes down to comfort, casual and relaxed as opposed to overproduced (74%), and a chance to make things feel personal for their guests (66%). But there’s a quieter motivation running underneath the data too.
Gen Z and Millennials are roughly three times more likely than older generations to say they host because they’re feeling lonely, 14% of each, compared with 3% of Gen X and 5% of Baby Boomers. Whatever the reason, the top motivations skew a lot more wholesome: building connection (44%), a genuine love of entertaining (42%) and, let’s be honest, the fact that it’s cheaper than going out (42%).
Some hosting rules are still sacred
While it reigns as the new norm, relaxed hosting hasn’t killed off old-school etiquette entirely. Ask a Baby Boomer and asking for money at a gathering is still a serious faux pas (63% agree), while Gen Z mostly shrugs it off (39%).
Double-dipping remains contentious among Gen X (52%) and Baby Boomers (56%), and finger-licking after a shared bowl of chips is where things get truly divided: 60% of Baby Boomers consider it poor form, trailed by Gen X (57%) and a slightly more forgiving Millennial cohort (46%).
Having been in the market for almost a century, Smith’s has been in the unique position of witnessing and trying its best to cater to every shift in hosting trends, without ever risking its brand identity.
Source: Omincom
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