Unlocking the Value of-24-Hours Cities 2025

The night as a space for social connection and inclusion Social behaviour is changing and urban systems must keep pace. The pandemic deepened an existing loneliness epidemic, particularly among young people, who now spend more time at home on digital devices and less time engaging in shared public spaces. At the same time, Generation Z is redefining night-time preferences,17 seeking more culturally diverse and wellness-oriented experiences,18 and valuing affordability and access over exclusivity. Demand is also rising for services, amenities and public infrastructure that support the health, mobility and quality of life of the so-called “longevity economy.”19 Innovative projects in European cities, for example, are using adaptive lighting to enhance the well-being of older residents and demonstrating how inclusive design can bridge public health and economic objectives.20As these evolving needs reshape night-time expectations, new service models are gaining traction. Night venues like the emblematic Andrés Carne de Res in Bogotá have long offered designated-driver services – known as “angels” – to help patrons return home safely. This model, introduced decades ago, has inspired similar efforts in Uruguay, where Santander Bank recently launched a premium service that dispatches professional drivers to accompany clients during nights out.21 These services highlight how businesses that respond to emerging preferences and encourage responsible practices can develop more inclusive, differentiated offerings that support community needs after dark. CASE STUDY 4 AB InBev campaign for moderation with positive night-time behaviours in Colombia The 2019 Live Responsibly campaign for Aguila beer by AB InBev promoted safer night-time behaviours by addressing binge drinking and encouraging positive drinking behaviours for better nights out. The campaign promoted moderation by focusing on three key actions: eating before and during drinking, alternating beer with non-alcoholic drinks for moderation, and not driving when drinking and planning safe transportation home. Aguila delivered these messages in two phases. First, multimedia content raised young adults’ awareness of binge drinking risks, like embarrassing situations or risky decisions. Second, Aguila offered practical incentives: bottle caps could be exchanged for free food, water or cab rides through partnerships with local restaurants and ride services, providing support for choices when needed most. The campaign led to improved knowledge about responsible drinking and fostered positive social norms, strengthening Aguila’s brand connection. By making freedom of choice easier and more appealing, Aguila helped create safer, more enjoyable night-time experiences for everyone. Source: AB InBev.22 8 Unlocking the Potential of 24-Hour Economies