It’s common for older generations to complain about the younger generations, bemoaning their taste in music, spending habits and “slacker” work ethics. But when it comes to a healthier relationship with alcohol, there’s a lot to be learned from Generation Z.
Backing off the buzz
Although Gen Z, defined as people born between 1997 and 2012, is just getting started when it comes to legal alcohol consumption, early indicators from Gen Zers of legal age show much more restraint and an entirely different attitude about alcohol from Gen X, Millennials or even Boomers.
According to a recent survey, 64% of legal-drinking-age Gen Zers said they had not consumed alcohol in the previous six months. And 35% of Gen Zers aged 21–24 successfully completed Dry January in 2024, more than double the percentage of Americans 55+ (14%).
This is a surprising difference from the keg-loving, binge-drinking culture celebrated in earlier generations. So why the change?
“Gen Z is proving to be more ‘sober curious’ than previous generations. They are much more aware of just how unhealthy excessive alcohol consumption can be and the risk of addiction,“ said WellPower’s Roberta Robinson, LPC, LAC. “Gen Z is more likely to value ‘quality over quantity,’ and this mindset is generalized to food and dining preferences, too. For better or for worse regarding a budgetary standpoint, Gen Zers elect to spend more of their income on what they see as higher quality food and dining experiences – with or without alcohol.”
Evidence of this shift is abundant. Most significant is the recent drop in sales of domestic beer and the rise of “mocktails” among young people. Gen Zers who do drink tend to prefer better quality mixed drinks and they tend to easily switch between non-alcoholic drinks and alcohol, with the goal of a more moderate “buzz” rather than the sloppy drinking popularized by previous generations.
The Gen-Z fueled popularity of “NoLo,” or no or low-alcohol beverages has made an impact where brewers and beverage companies decide to spend their marketing dollars. There is an increasing demand for no or low alcohol beers, wines, and cocktails among young adults.
The brighter side of the internet: no alcohol needed
Gen Z is also referred to as the iGeneration or Digital Natives because the internet has always been a part of their lives. Their lower alcohol consumption is also related to the new ways they socialize with many interactions occurring online. Drinking is often an ice breaker or a required patronage when meeting at a bar or club but isn’t a necessary component of online interactions.
Socially media savvy Gen Zers also spend a lot of time online, and much of their favorite content promotes well-being, including popular influencers who create TikTok and Instagram content that celebrate exercise, adequate sleep, healthy recipes and sober lifestyles. Earlier generations didn’t celebrate these healthy lifestyle choices as much nor did they have access to the support of online peers and influencers, as well as an opportunity for healthier and alcohol free meetups and gatherings.
Alcohol? In this economy?
Another potential reason that Gen Z has a more moderate relationship with alcohol? The cost of drinking. A recent report found that 55% of Gen Zers regretted overspending on alcohol and 29% indicated they’d gone into debt over their drinking habits. With this age less likely to have disposable income than older generations, many Gen Zers have decided that the “financial hangover” isn’t worth it.
“Gen Z, in general, is much more in tune with their personal well-being and prioritizes their mental health. Depression and other mental health issues are not stigmatized but viewed as a very normal part of health. This generation is more cognizant of the dangers of alcohol on mental health and the risks of addiction. Most Gen Zers know alcohol is classified as a depressant and has the potential to exacerbate any preexisting mental health symptoms. And, they’re not afraid to talk about it. Gen Zers have embraced a wide range of therapies to address mental health symptoms. The expansion of telehealth therapy services and companies like Better Help that offer online services have made therapy more widely available” noted Robinson. Time will tell if Gen Z will continue pursuing healthy choices and avoiding the excessive drinking habits many previous generations embraced in their 20s. Early indications show that when it comes to healthier attitudes about alcohol, Generation Z is proving to be the “toast of the town.”