24-year-old Marni used to drink every weekend in college. While she never particularly liked getting drunk, she felt like it was the norm in college, and every time she went out, she was drinking more than she wanted. After graduating, she felt the freedom to find other things she enjoyed, which made her not want to deal with the aftermath of drinking as much. She still drinks, but mindfully, which to her means ordering a cocktail at dinner because she enjoys the taste and not drinking just to get drunk. Maddie is not the only young adult who identifies as a “mindful drinker.” Defined as being considerate of how often and how many drinks you’ve had, 34% of Americans identify as mindful drinkers. Gen Z specifically seems to be at the forefront of this trend, with 61% planning to drink less in 2024 .
Gen Z is known for forging their own path, and research shows that when it comes to alcohol, they are drinking much less than their predecessors. Known as the “sober curious generation,” Gen Z is shifting away from overconsumption of alcohol and moving towards focusing on their health. The percentage of young adults who report consuming alcohol has dropped 10 points from 72% over the past two decades. This trend is not unique to America; drinking among youth has also decreased in high-income European countries, as well as Australia and New Zealand. As the first generation to grow up immersed in social media and digital technology, Gen Z has developed values distinct from those of previous generations. According to research by McKinsey & Company, Gen Z values mental health, open and honest communication, autonomy, stability, and balance. Their behavior with alcohol is just one example of how these values are shaping their culture.
One particular value that differentiates Gen Z from other generations is their willingness to prioritize mental health and wellness. While people used to turn to alcohol to drown out their emotions, open communication about struggles is now encouraged. There is less of a stigma around mental health, and as people are becoming more educated about alcohol, they are realizing how much of an impact alcohol has on emotional well-being.
However, it’s not only mental well-being that young people are concerned about. Around a quarter of Gen Z report they choose alcohol alternative drinks because they have a lower calorie content or added functional benefits. When asked why she decided to stop drinking as much, Marni said, “What made me personally want to cut back was focusing more on health in terms of feeling good physically and mentally, and then also, there are so many other things to do that are done better when you're not hungover.”
Many are embracing living a clean lifestyle, which has driven wellness products and service sales. 56% of Gen Z consumers in the US say fitness is a “very high priority,” compared with 40% of overall consumers. Social media has amplified these trends, with fitness influencers playing a significant role in spreading health and wellness information. More than half of young adults believe that even moderate drinking is unhealthy, making it incompatible with their health goals. Gen Z is always searching for the truth, and the increasing technology provides an abundance of information at their fingertips. One study found that 45% of Gen Z use wearable devices to monitor their health. Able to track everything from their sleep to their activity, Gen Z is in tune with their body and not willing to poison it with alcohol.
Another factor making alcohol less appealing to Gen Z is the permanence of their digital footprint. Growing up under the constant scrutiny of social media means that no embarrassing moment stays private, and situations can quickly be misinterpreted or exaggerated. Gen Z likes to have control over their lives and tend to be more risk-averse than others. This generation prefers to stay in their comfort zone, which is made easy by the fact that much of social activity is now virtual. Decreased in-person socialization also creates less reason or motivation to drink.
The cost of living is Gen Z’s top concern, above unemployment, climate change, and mental health. Data shows that Americans spend, on average, 105 dollars a month on alcohol. Some Gen Z may see alcohol as overpriced and an unnecessary expense when they are struggling to afford rent. According to recent surveys, 1 in 2 Americans drink less to save money. When prioritizing saving their money for things that are important to them, alcohol does not make the cut.
The alcohol industry has caught on to this new drinking culture that has emerged. Known as the “NoLo movement,” the no and low alcoholic beverage category is growing rapidly. Non-alcoholic spirits, wine, and beer sales are booming, and sober bars are starting to pop up in major cities. Trends like “Dry January,” where people challenge themselves to abstain from drinking for the whole month, are gaining traction.
Influencers sharing their experiences of having improved mental clarity and physical health after experimenting with no drinking have encouraged others to follow suit. Social media posts are also encouraging people to learn how to have fun without alcohol. Tiktoker Cayley Schlyer shared in a video that she now feels comfortable being her “weird, fun, outgoing, goofy self, with or without alcohol,” after taking a break from alcohol. While alcohol used to be the center of most social gatherings, Gen Z is changing the conversation around what alcohol means to them.