Born between 1997 and 2012, Generation Z is redefining the narrative around alcohol consumption. A 2019 report revealed that this generation drinks 20% less than millennials, who drank less than their predecessors. This shift can be attributed to many factors, from an increase in health consciousness to social and cultural changes.
The Influence of Social Media and COVID-19
Social media platforms like TikTok and Instagram have had a profound impact on Gen Z's relationship with alcohol. These apps are flooded with health and wellness influencers promoting everything from mindfulness apps and techniques to marketing the overconsumption of gym wear.
The COVID-19 pandemic altered social interactions for all generations, but for Gen Z, who were in their formative years, shifted the focus from nightlife to online connection. There was no longer a need for bars and clubs (even though they were closed during lockdown) with the generation connecting online more than ever. This created a new social landscape that doesn’t revolve around drinking.
A New Era of Health Consciousness
Health consciousness is a trademark of Gen Z. This generation prioritises wellness and self-care, with 86% believing that mental health is as vital as physical health. Mintel’s report concluded that Gen Z “has homed in on reducing their alcohol intake as a way to manage their emotional wellbeing and mindfulness”.
The Rise of ‘Sober Curiosity’
Sober curiosity is becoming a rising trend among Gen Z. This movement encourages ‘mindful drinking’, where the focus is on alcohol moderation rather than total abstinence. It is about making informed choices about drinking and questioning your relationship with alcohol. Many are evaluating their relationship with alcohol, choosing to drink at a slower pace or reducing their intake during nights out. Sober curiosity can also mean attending alcohol-free events, visiting sober bars, and experimenting with no and low-alcohol alternatives. It is ultimately about having the option to choose how to drink, and recognising their own behaviours linked to drinking.
Note: This is not advisable for those suffering with alcohol addiction.
Shifting Priorities and Drinking Culture
Gen Z are often prioritising academic performance over socialising and their personal life. In response, universities are adapting to this shift by offering more sober and daytime activities during Freshers' and Welcome Weeks. More regulations to prevent peer pressured drinking and harm are also being put in place, however a study by SOS UK found that 81% of students still believe drinking and getting drunk is part of university culture. The shift may be occurring, but the linked stereotype between drinking and university remains.
The Growing Low and No Alcohol Industry
The low and no alcohol market is rapidly growing and was valued at $13 billion in 2023. A report suggested that Gen Z is enticed to buy these products most if they tasted like alcoholic drinks, were a priced at a lower cost and included added health benefits.
Low and No alcoholic venues and bars have popped up around the UK, reaffirming Gen Z don’t need alcohol to enjoy a night out.
Financial Considerations
The ongoing cost of living crisis has impacted many, notably Gen Z students. This makes the choice of drinking less or opting for low-cost alternatives even more appealing.
In summary, Generation Z are reshaping the narrative surrounding alcohol. They are health-conscious individuals who are leading the shift in drinking habits through more mindful practices. This reflects the broader cultural and social changes that are taking place and are ever evolving due to social media trends and living in a post pandemic world. Is the viral trend of being “very demure, very mindful”, as phrased by TikTok creator Jools Lebron, becoming ingrained into Generation Z’s everyday lifestyle? Is this trend of health consciousness here to stay? We are certainly here for it!
If you, or someone you know is struggling, please get in touch with us at Montrose Health Group.
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