Trends in Alcohol Consumption: What Gen Z Is Doing Differently
Drinking alcohol has been ingrained in society for hundreds of years. However, as more research about the negative health outcomes heavy drinking can produce, many people, particularly younger generations, are reconsidering alcohol as an acceptable form of socializing. When looking at Gen Z trends in alcohol consumption, the numbers are even more staggering as the youth consume alcoholic drinks at much lower rates.
The outlook on alcohol consumption changes drastically between generations. While Baby Boomers grew up in a culture steeped in alcohol consumption, the younger generation has turned away from the popular activity.
Generation Z is defined as anyone born from 1997 to 2012, and while not every person is of legal drinking age, the alcohol consumption trends are heading down. The latest data on consumer spending reveals that in 2021, Gen Z consumers in the U.S. spent slightly more than $2.2 billion on alcohol, which is the lowest amount compared to all other age groups.
Other reports reveal that 21.5% of Generation Z abstains from alcohol entirely, while 39% consume it only on occasion. Concerns about health and the dangers of binge drinking play a significant role in their choices, with 34% mentioning mental health as a reason for abstaining and 46% stating they are simply not interested in drinking.
This article will discuss more about the declining trends among Gen Zers and how the acceptance of drinking alcohol is changing.
Is Alcohol Consumption Declining with Gen Z?
Based on recent data, there does appear to be a decline in alcohol consumption among Gen Z compared to previous generations. Multiple surveys have shown that Gen Z drinks less alcohol than Millennials did at the same age. Some studies suggest as much as a 20% reduction in alcohol consumption among young adults.
The “sober curious” movement has gained significant traction among Gen Z, with many young adults choosing to abstain from alcohol entirely or significantly reduce their consumption. Non-alcoholic beverage alternatives have seen substantial market growth, with many companies developing sophisticated alcohol-free options specifically marketed toward younger consumers.
Social media culture has influenced this trend, as Gen Z is more aware of the health impacts of alcohol and more concerned about maintaining control and avoiding embarrassing moments that might be documented online. Mental health awareness has increased among Gen Z, who often see the connection between alcohol consumption and negative mental health outcomes.
Several factors may be driving this trend:
- Greater health consciousness
- Concerns about productivity and career development
- Financial considerations
- The desire to maintain control in social situations
- The normalization of sobriety on social media
- More diverse social activities that don’t center around drinking
This trend varies by region and demographic factors, and while overall consumption appears to be declining, patterns of consumption such as binge drinking) still remain a concern among some segments of Gen Z.
Is Gen Z the Most Sober Generation?
Gen Z does appear to be more sober than previous generations were at the same age, though officially labeling them “the most sober generation” is still premature. Research suggests THAT Gen Z consistently shows lower rates of alcohol consumption compared to Millennials, Gen X, and Baby Boomers when they were at the same age (late teens through mid-20s).
Studies from various countries, including the U.S., UK, Australia, and parts of Europe, have documented this decline in youth drinking. The percentage of Gen Z who completely abstain from alcohol is higher than previous generations at comparable ages.
However, there are some important nuances:
- This trend varies significantly by country and region. The decline is more pronounced in some Western countries than others.
- While overall consumption is down, patterns of use among those who do drink may still include concerning behaviors like binge drinking and college drinking habits.
- Some researchers suggest this isn’t just about rejecting alcohol but reflects broader changes in how young people socialize (more digital, less face-to-face) and their attitudes toward health and wellness.
- Economic factors may play a role, as Gen Z has faced significant financial pressures that might reduce disposable income for alcohol.
- The trend began with younger Millennials and has continued with Gen Z, suggesting a generational shift rather than something unique to Gen Z alone.
Are Gen Z’s Drinking Habits Influenced by Mental Health Awareness?
Gen Z’s drinking habits are notably influenced by an unprecedented level of mental health awareness. Unlike previous generations, Gen Z has grown up during a time when mental health discussions have become increasingly destigmatized and mainstream. Many young adults in this generation actively connect alcohol consumption with potential negative impacts on anxiety, depression, and overall mental well-being, leading them to approach drinking with greater caution.
Social media platforms have further increased this awareness, with mental health advocates and wellness influencers regularly highlighting research on alcohol’s effects on brain chemistry, sleep quality, and emotional regulation—all factors that resonate strongly with a generation already reporting higher levels of anxiety and mental health concerns, which are causing behavioral shifts around alcohol.
Many in Gen Z view sobriety or moderate consumption as a form of self-care rather than deprivation. Gen Z often prioritizes maintaining mental equilibrium and emotional control and is more likely to question the cultural narrative that alcohol is necessary for social bonding or stress relief. The transparency about mental health struggles among peers has created supportive communities where abstaining from alcohol is not only accepted but sometimes actively encouraged as part of managing well-being.
How Is Gen Z Redefining Socializing Without Alcohol?
Gen Z is pioneering numerous ways to socialize without alcohol at the center of their gatherings. This generation has expanded the concept of going out beyond traditional drinking venues to embrace a diverse range of alcohol-free social experiences.
Activity-centered socializing has become increasingly popular, with experiences like escape rooms, rock climbing, pottery classes, and immersive art exhibits providing interactive environments for connection. These activities offer built-in conversation starters and shared experiences that don’t rely on alcohol to reduce social inhibitions.
Wellness-focused gatherings have ALSO gained traction, with Gen Z organizing group meditation sessions, yoga classes, hiking groups, and “sober raves” featuring high-energy music and dancing without substances. These events emphasize physical and mental well-being while still providing the community aspect of traditional social gatherings.
This shift away from alcohol consumption has created new market opportunities, with businesses increasingly catering to this demographic through alcohol-free social venues and events marketed as substance-free alternatives to traditional nightlife.
Gen Z Trends in Alcohol Consumption
While Gen Z trends in alcohol consumption are heading downward, it doesn’t preclude individuals in the generation from experiencing issues with addiction. Addiction does not discriminate among generations, and anyone, especially with a family history of alcohol abuse, is susceptible to addiction.
WhiteSands Treatment provides vital, evidence-based programs for recovery for those struggling with alcohol addiction. Treatment typically begins with medically supervised detox to safely manage withdrawal symptoms. Following detox, comprehensive programs offer a combination of individual therapy, group counseling, and family support to address the underlying mental health factors contributing to addiction while teaching healthy coping mechanisms and relapse prevention strategies.
For help overcoming alcohol addiction, contact WhiteSands Alcohol and Drug Rehab at 877-855-3470 for addiction treatment help today.
External Sources
- Statista – Gen Z alcohol consumption in the U.S. – statistics & facts
- Attest – US Gen Z alcohol trends: a shift toward mindfulness and moderation
- Time – Why Gen Z Is Drinking Less
If you or a loved one needs help with abuse and/or treatment, please call the WhiteSands Treatment at (877) 855-3470. Our addiction specialists can assess your recovery needs and help you get the addiction treatment that provides the best chance for your long-term recovery.
About the Author
Jackie has been involved in the substance abuse and addiction treatment sector for over five years and this is something that she is truly eager about. She has a passion for writing and continuously works to create informative pieces that not only educate and inform the public about the disease of addiction but also provide solutions for those who struggle with drug and alcohol abuse.
