According to a 2023 Gallup survey, the share of adults under 35 who say they drink has plummeted a full ten percentage points in just two decades, dropping from 72% to 62%.
One Harris Poll found that alcohol consumption is lowest among Gen Z at just 25%, compared to a whopping 50% for Millennials. George F. Koob, director of the National Institute on Alcohol Abuse and Alcoholism, puts it this way: “It is becoming clear that, for whatever reasons, today’s younger generations are just less interested in alcohol and are more likely than older generations to see it as risky for their health.”
It’s not just one thing—it’s a perfect storm of health concerns, financial pressures, and a completely rewired social life. Welcome to ‘Generation Sober.’
It’s all about health, both mental and physical
For Gen Z, mental health isn’t an afterthought; it’s the main event. And they see alcohol as a significant threat.
58% of Gen Zers say they plan to drink less in 2025, with the primary goal of improving their mental health. That’s a 45% increase in just one year, demonstrating the rapid growth of this concern.
It’s a core belief for them. A separate study found that 86% of Gen Z believe their mental health is just as important as their physical health when they think about drinking.
The war on ‘hangxiety‘
This isn’t just a vague wellness trend; it has a name. The term “hangxiety“—that feeling of dread and anxiety after a night of drinking—has racked up over 180 million views on TikTok. It’s a shared, recognized part of their culture.
Dr. Akhil Anand, a psychiatrist, notes that there’s simply more awareness now about the link between alcohol and mental health. “Alcohol is a depressant and never the answer to a bad day,” he says. “Gen Z seems to understand that concept.”
Previous generations might have accepted a hangover as the price for a fun night out, but Gen Z sees it differently. They view alcohol not as a social lubricant, but as a potential cause of the very anxiety they’re trying to avoid. They’re choosing to prevent the mental distress before it even starts.
Your body is a temple, not a brewery
The physical downsides of drinking are also a huge deal for this generation. They’ve grown up with a firehose of health information, and they’re taking it seriously.
A record-high 53% of all U.S. adults now believe even moderate drinking is harmful to their health, a belief that younger people primarily drive. For perspective, that number was just 28% back in 2018.
They’re motivated by the benefits of cutting back: improved sleep, weight loss, more energy, and better liver function are all part of the “clean living” lifestyle they aspire to. Physician Sybil Marsh confirms this, saying younger generations are “much more interested in living healthy lifestyles than generations past.”
For Gen Z, wellness isn’t just something you do; it’s part of who you are. Choosing a mocktail isn’t just a health choice; it’s a statement about their values and identity, one that is broadcast to their friends and followers. It’s a new kind of status symbol, one based on self-control and well-being.
The financial hangover is just not worth it
Let’s be real: going out is expensive, and Gen Z is feeling the pinch more than anyone. They’re making tough choices with their money, and pricey drinks often don’t cut it.
A recent study found that 55% of Gen Z drinkers have regretted overspending on alcohol, and an eye-watering 29% have actually gone into debt because of it—the highest rates of any generation.
The big picture is even clearer. Data shows Gen Z households spend just $3.6 billion a year on alcohol. Millennials? They spend $25.5 billion.
When a cocktail costs more than your lunch
Some experts believe money is the most significant factor of all. Bourcard Nesin, a beverage analyst at Rabobank, argues that health narratives are “greatly overblown” and that the real story is about “structural and economic drivers.”
Lawson Whiting, the CEO of Brown-Forman (which owns Jack Daniel’s), said it best: “They just don’t have the money in their pockets to be able to do things.”
This generation is constantly running a cost-benefit analysis. For many, the high price of a night out, combined with the physical and mental toll it takes the next day, isn’t a worthwhile investment.
Quality over quantity is the new motto
When they do decide to drink, Gen Z is all about getting the best bang for their buck. This doesn’t mean cheap; it means high quality. They are “taste explorers” who prioritize flavor and experience over simply getting drunk. A survey found that 62% say taste is the main reason they choose a drink, while only 32% cite price.
This explains their preference for spirits, complex cocktails, and premium tequila over mass-market beer. It might seem unusual that a cash-strapped generation is opting for more expensive drinks, but it actually makes perfect sense. If you’re only having one or two drinks a week instead of ten, you can afford to make them something special.
This “quality over quantity” approach turns drinking from a routine habit into a curated, special occasion. It maximizes the value of their limited spending and aligns with their identity as discerning consumers.
Socializing is different when everyone has a camera
Gen Z grew up with a smartphone in their hand, and it has fundamentally changed how they party. Every moment is potentially public. They know that one embarrassing, drunken moment can be recorded, posted, and live online forever, potentially hurting their reputation or even future job prospects.
This creates what experts call a “chilling effect,” where the constant possibility of being filmed leads people to self-censor their behavior in public. As clinical counsellor Mark Antczak explains, if you say something you regret while drunk, “it could be very well taken out of context and used against you.”
For older generations, an embarrassing night was a fleeting memory. For Gen Z, it’s a permanent, searchable liability. Staying in control isn’t just about avoiding a hangover; it’s a vital act of reputation management in a digital world.
From the bar to the Discord server
The very definition of “hanging out” has undergone a significant change. The physical bar or party is no longer the default social setting.
So where are they? They’re online—in Discord servers, on massive multiplayer games, and in group chats. George F. Koob of the NIAAA points out the obvious connection: “Alcohol tends to be a social drug… so part of the decline… could be related to less in-person socializing.”
This shift has fundamentally weakened the link between socializing and drinking. Alcohol isn’t a central part of gaming with your friends online. This transforms drinking from the main event into an optional, and often absent, side activity.
The ‘sober curious‘ revolution is in full swing
Gen Z isn’t just passively avoiding alcohol; many are actively embracing moderation and sobriety as a lifestyle.
This “sober curious” movement is fueling a massive industry. The U.S. non-alcoholic beverage market is projected to be worth nearly $5 billion by 2028, growing at a blistering 18% per year.
Welcome to the golden age of the mocktail
Young people are flocking to these new options.
“As more consumers, especially younger ones, embrace a sober curious lifestyle, we’re seeing a change in purchasing behavior following this cultural shift,” says Alan Miles, CEO of NCSolutions.
The boom in high-quality, interesting non-alcoholic options means not drinking is no longer awkward. Ordering a fancy mocktail is now just as socially acceptable—and often more sophisticated—than ordering a beer. The movement has successfully reframed moderation not as deprivation, but as a positive, aspirational choice.
Is cannabis the new chardonnay?
As interest in alcohol wanes, another substance is taking its place for many young adults…Marijuana.
They’re not just smoking it, either. One in three Gen Zs now order THC or CBD-infused drinks when they go out. Dr. Akhil Anand confirms the trend: “We are seeing the Gen Z population is using more marijuana than any other population.”
With widespread legalization and less social stigma, cannabis has become a viable alternative to alcohol for relaxing and socializing. For many, it’s seen as a more “natural” option that doesn’t come with the calories, hangover, or aggression that alcohol can. It fills the same social role with a different—and often preferred—set of side effects.
It’s not just a trend, it’s who they are
Part of this shift isn’t about individual choices at all. It’s about the changing face of America.
Gen Z is the most racially and ethnically diverse generation in U.S. history, with over 50% identifying as racial and ethnic minorities. This matters because different demographic groups have different cultural relationships with alcohol. As Dr. Akhil Anand notes, there’s been “an increase in Black and Hispanic population, which tend to drink less than the white population.“
This means that a significant portion of the overall decline in drinking is built into the generation’s DNA. It’s a structural demographic shift, not just a behavioral fad. Even if attitudes changed, the generation’s average consumption would likely remain lower than that of the less-diverse generations that came before it.
So, is this trend here to stay?
When the “Generation Sober” narrative seems set in stone, new data throws a curveball.
While most studies show a decline, a major 2025 report from IWSR found a shocking rebound. In the U.S., the percentage of legal-age Gen Zers who drank alcohol in the past six months skyrocketed from 46% in 2023 to 70% in 2025.
What gives? Experts suggest that as Gen Z matures, enters the workforce, and begins to accumulate disposable income, their habits may start to resemble those of Millennials. Richard Halstead, Chief Operating Officer, Consumer Insights and Custom Analytics, directly challenges “the received wisdom that this generation is ‘abandoning’ alcohol,” arguing that their desire to go out and spend is recovering
The story of Gen Z’s relationship with alcohol may not be a simple rejection, but rather a significant delay. Their formative years were shaped by unique pressures—a pandemic, record inflation, and intense social media scrutiny. Their core values around health and control will likely remain, but their behavior may settle into a new normal: drinking less than their parents, but perhaps not as little as initially thought. The final chapter on Generation Sober has yet to be written.
Key Takeaway
Gen Z’s decision to drink less isn’t a simple fad. It’s a complex and logical response to their world, driven by a fierce desire to protect their mental and physical health, navigate severe financial pressures, and manage their reputations in a hyper-online social sphere.
The rise of the “sober curious” movement and a booming market for alternatives have made this shift easier and more appealing than ever. While they may drink a bit more as they get older and more financially stable, their fundamental relationship with alcohol has been reshaped for good.
Disclaimer – This list is solely the author’s opinion based on research and publicly available information. It is not intended to be professional advice.
Disclosure: This article was developed with the assistance of AI and was subsequently reviewed, revised, and approved by our editorial team.
12 laws and rules about food in other countries
12 Laws And Rules About Food In Other Countries
Food is more than just nourishment; it’s a reflection of culture, tradition, and, in many cases, the law. Around the world, various countries have established distinct food regulations that may surprise travelers and food enthusiasts alike.
These laws reveal how deeply societies value what ends up on their plates. Here are 12 fascinating food laws and rules from around the globe that show just how diverse and sometimes unexpected our relationship with food can be.
