Alcohol yes or no? This is the field on which the umpteenth clash between Gen Z and Millennials is taking place. The referee in this dispute is a Marketplace survey, revealing that only 21% of digital natives drink regularly, as opposed to 42% of the previous generation. Published over a year ago, this report has sparked renewed discussions after hashtags like #dryJanuary and #dryDating gained popularity on social media. Accompanying these trends are hundreds of videos where young people challenge themselves to abstain from alcohol for a month, somewhat similar to Veganuary, or share the positive aspects of staying sober during a date.
It seems that among Generation Z, there is a growing awareness of the short-term and long-term effects of alcohol abuse on physical and mental health. This awareness, as highlighted by Marketplace, is linked to the increasing attention young people are paying to the health of their bodies and psychological well-being. This includes a reduced consumption of strong alcoholic beverages.
This trend is also confirmed by the Instagram Trend Talk 2024, revealing the main priorities of digital natives, among which is the desire to stay healthy. On the other hand, this inclination is further fueled by the market’s proliferation of so-called mocktails—beverages that mimic the taste and appearance of popular drinks but are alcohol-free. This healthier and more inclusive alternative allows individuals to preserve their liver without having to forgo the pleasure of social drinking.
