The Drum: Dry January is the perfect time to reimagine client engagement

But here’s the catch: January’s vibe is tricky. While some clients might crave an excuse to escape the post-holiday lull, others are leaning into the hibernation mood and settling in for Friday nights with The Traitors. The question is, how do we adapt client entertainment to fit the moment and the bigger cultural shifts shaping how people connect?

In many ways, January offers an opportunity to reflect on how we approach client entertainment - not just for the start of the year but for the long term. Dry January, the rise of health-conscious living and a shift away from alcohol as the go-to social glue aren’t merely passing trends. Around 20% of the UK population don’t drink at all and we’re seeing this number growing rapidly with the decision makers of tomorrow (AKA Gen Z), who are seeing as many as 28% of the demographic abstaining from the Absinthe.

Sober situations are here to stay and agencies and new biz folk need to embrace inclusivity, creativity and the growing demand for more thoughtful experiences.

For years, a boozy lunch or cocktail-fuelled evening has been the go-to. It’s easy, fun and effective… for some. But it doesn’t necessarily cater to everyone. Dry January is a (quite literally) sobering reminder of this shift. It forces us to think beyond the obvious. If a chunk of your audience isn’t drinking or doesn’t drink, how do you ensure they still feel engaged, included and valued? The answer lies in a more human and considered approach.

Without alcohol as a social crutch, we’re challenged to dig deeper. Building relationships takes effort, empathy and creativity. This isn’t just about swapping wine for mocktails. It’s about understanding your clients on a deeper level - both professionally and personally - we call this 'whole self' thinking. What excites them? What interests them? What experiences will leave them talking about your agency for all the right reasons?

Our industry thrives on culture. How many briefs promise a “cultural moment” or aim to “create culture”? And inspiration is everywhere - people, music, art, theatre - the list goes on. Swap the pub for performances and turn conversations into unforgettable experiences. Give your clients a story they’ll take back to the office and share - or better yet, one that inspires their next agency brief (which will, of course, have your name on it).

This shift in approach isn’t just about responding to changing behaviors; it’s about leading by example. Agencies that prioritize inclusivity and creativity in their client entertainment are likely to stand out in the crowded market. It demonstrates a commitment to understanding and adapting to cultural shifts and understanding your client’s priorities which can only strengthen client relationships in the long run.

January isn’t a hurdle. It’s an opportunity. It’s the perfect time to reimagine how we connect with clients, not just for the month but for the year ahead. The way we’ve always done things isn’t necessarily the way forward.