A generation that shuns alcohol: Researchers explain why Gen Z drinks less.

Generation Z, the demographic cohort born between 1997 and 2012, is playing a pivotal role in changing attitudes toward alcohol consumption worldwide. Data from the National Institute on Drug Abuse indicates a trend of declining alcohol use among young Americans since 2000, prompting researchers to investigate the reasons behind this shift, as reported by Time.

A survey conducted by Gallup in 2023 confirmed the sobriety trend among Generation Z, revealing that over two decades, the percentage of adults under 35 who consume alcohol has decreased by 10 percent: from 72% in 2001-2003 to 62% in 2021-2023. This trend stands in stark contrast to the overall increase in alcohol consumption in the U.S., highlighting a significant generational divide.

Several factors contribute to the decline in alcohol consumption. Legislative changes, such as the National Minimum Drinking Age Act of 1984, which raised the legal drinking age to 21, have fostered a cultural shift that persists today. Changing social norms also play a role. George F. Koob from the National Institute on Alcohol Abuse and Alcoholism notes that younger generations increasingly associate alcohol with health risks and seek validation for this, as seen with the popularity of "Dry January."

Family medicine and addiction specialist Sybil Marsh remarks that the allure of alcohol as a marker of sophistication has diminished, giving way to various alternative forms of relaxation and socializing. The rise of legal cannabis further complicates alcohol's cultural status. Nearly 80% of Americans now live near a dispensary, and marijuana is available in increasingly accessible forms, including beverages. However, Koob clarifies that alcohol still outpaces marijuana in consumption among young people: 68.1% reported drinking alcohol last year compared to 36.5% for marijuana.

Technological advancements and evolving social models also influence alcohol-related behavior. According to the U.S. Surgeon General's report on loneliness, in-person socializing among individuals aged 15 to 24 has sharply declined: from 30 hours per month in 2003 to just 10 hours by 2020. This reduction in physical gatherings, where alcohol often plays a significant role, likely contributes to the decreasing levels of alcohol consumption among generations.

Marketing strategies within the alcohol industry reflect these changes as well. Advertising increasingly associates alcohol consumption with a healthy lifestyle rather than the "hard partying" image typical of marketing aimed at Generation X. Additionally, the emergence of sober bars across the U.S. underscores the shifting societal preferences. This trend is further complemented by personal choices influenced by health conditions and family history.

Data from Extra Insights indicates that this shift is not just unique but part of a broader global trend. For instance, a report from the World Health Organization highlighted a decline in alcohol consumption across several developed countries, with young populations leading the way.

The rise of non-alcoholic alternatives, such as non-alcoholic beer, reinforces this shift toward a healthier lifestyle, as global sales of these products are projected to increase by more than 30% from 2023 to 2027.

This material is for informational purposes only and does not contain advice that may affect your health. If you are experiencing issues, please consult a professional.