Is Gen Z drinking less Alcohol than previous generations?
What is the relationship between Gen Z and alcohol? Is Gen Z drinking less? Data from the National Institute on Drug Abuse finds that lifetime drinking, past month drinking and past year drinking among the younger generation have declined. A 2020 study found that alcohol abstinence has become more common among Gen Z. The youngest generation of adults is drinking much less than previous generations.
Reports from World Finance show the generation is drinking, on average, 20% less than Millennials, who also drink less than older generations. A Gallup survey found that only about 50% of American adults aged 18-34 reported drinking alcohol compared to 56% of people aged 35 and up. In a 2018 survey, an estimated 28% of college students reported that they do not drink.
Alcohol and its reputation have begun shifting and changing how it’s viewed by the younger generation. This may be part of the reason for the decline in alcohol use. However, there are still many factors and variables that contribute to the decline of drinking among Gen Z.
The relationship between Gen Z and Alcohol
Younger generations are just less interested in alcohol compared to previous older generations. Heavy drinking in adults under 30 has declined compared to before the COVID-19 pandemic. Research from Carnegie Mellon University followed heavy-drinking young adults from 2018 to 2022 to determine how the pandemic may have affected drinking habits.
The study found that after the pandemic, participants in the study consumed an average of 12.8 fewer alcoholic drinks than a month before the pandemic. This was due to drinking less on weekends. It showed a decrease by an average of 8 drinks per month. Researchers also found there was a decrease in alcohol related problems and negative behaviors. However, there were no changes found in participants using alcohol as a coping mechanism to self-medicate.
Gen Z is the first generation (ages 12-27) to noticeably abstain from alcohol use. They are also known as the sober curious generation, the digital natives and zoomers. Many of the people in this generation have watched older generations and counterparts suffer from health conditions related to alcohol use and abuse. It may be part of why they choose not to drink.
Is Gen Z drinking less? Factors that impact why the younger generation is consuming less Alcohol
- Mental Health Awareness – Years ago, people were turning to alcohol instead of each other to cope with the stresses of life. However, more young people today are talking more openly and freely about their battles with depression, anxiety and other mental illness issues. They understand that alcohol is not always going to solve their problems and are willing to consider healthier methods of coping.
- Healthier lifestyles – Today more and more young people are turning to clean living and embracing better choices when it comes to health and wellness. This is especially true for eating and drinking. Reducing alcohol intake or giving up alcohol altogether can lead to improved sleep, lower cholesterol, reduced blood pressure, increased energy, weight loss and improved liver function. Alcohol generally does not fit in with a healthy lifestyle.
- Education – The younger generation seems to be much more aware of the dangers of drinking. About 86% of Gen Z believe their mental health is as important as their physical health when considering drinking alcohol. This shows the public health campaigns and educational campaigns on the dangers of alcohol are in fact successful and leading to change. About 66% of young people believe even drinking in moderation is harmful and they are not willing to take that risk.
- The change in the way they socialize – Some studies have shown a shift in the way young people gather and socialize. There seems to be a decline in social gatherings partly due to the pandemic. It has turned many into homebodies. With the lack of socialization, comes a decrease in drinking. Drinking can be a very social activity. The access to alcohol remains the same, but young people seem to be going out with friends less and making fewer visits to bars and clubs where alcohol is mostly consumed. Work from home culture has also become normalized so there are fewer direct social interactions with colleagues and friends. On average, the amount of time young people spend with friends in person has decreased from 30 hours per month in 2003 to about 10 hours per month in 2020. This is according to research from the Surgeon General’s advisory on the epidemic of loneliness. The decline in socialization was especially apparent in people ages 15-24, the Gen Z population.
- The sober curious lifestyle – Social phenomenons such as Dry January and Sober October involve giving up drinking for the entire month. These have gained popularity over the years with more and more young people participating. Because of this new sober curious lifestyle, brands and marketing have also capitalized on the trend. New alcohol free drinks including beer, wine and spirits have increased in popularity. Drinkers are now choosing lesser alcohol content drinks such as zero-calorie seltzers or even opting for mocktails instead.
- Increase in cannabis use – Some research is finding that the younger generation is ditching alcohol for marijuana instead. This can be seen as replacing one drug for another. However, many young people believe smoking marijuana puts them at lower risk for dangerous consequences compared to alcohol. According to Pew Research Center, about 80% of Americans live in a county with at least one cannabis dispensary. In a 2023 National Survey on Drug Use and Health, studies found that an estimated 36% of adults ages 18-25, have consumed marijuana within the past year. This rise in popularity could contribute to the decline in alcohol use among the younger generation.
- Changes in marketing tactics – New marketing strategies aimed at the younger generation prioritize health and “healthy drinking” as a part of a wellness lifestyle approach. This was the opposite in marketing for the previous Gen X population, where brands emphasized the “party hard” lifestyle. The market value of the non-alcoholic and low alcohol industry in 2022 is estimated to be worth about $11 billion. This has also led to a trending wave of “sober bars” opening up across the nation in the US.
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The relationship between Alcohol and the other generations
Alcohol’s reputation has changed. Older generations have a different view on alcohol consumption and alcohol culture compared to other generations including Gen Z. Not only has alcohol consumption shifted, but so have social views on alcohol consumption as well as the type of alcohol consumed. This is in part due to the rise of social media.
Baby Boomers
The Baby Boomers are the generation with the most dramatic increases in harmful alcohol behavior. Baby boomers are aged 60-75 and are most likely retired. During their generation, there was an increase in children being born, which marked the period of increased alcohol and drug use and experimentation.
Baby Boomers likely grew up watching their parents drink regularly and as the generation matured, they continued to drink without awareness of the health risks and dangers of alcohol abuse. In many cases, alcohol becomes a coping mechanism for this generation, which still holds the highest rate of alcohol misuse. Alcohol misuse among the Baby Boomer population has taken its toll on the healthcare system with accidental falls, liver disease, heart disease, diabetes and unhealthy relationships with prescription medications.
Gen X
Gen X, sometimes referred to as the forgotten generation due to being between two infamous generations, is people ages 43-58. They are a much smaller population. They are known as latchkey kids who experienced free-range parenting that encourages independence with very limited parental supervision.
Gen X grew up in the technology era as the world began transitioning to computers, the internet and the growth of pop culture like MTV. Today, Gen X is at the peak of their careers and has some of the highest purchasing power for the alcohol market because of their high disposable income. They are, in fact, the leading demographic for wine, in which they often drink to relax and wind down. This is different from the boomer generation, use often use alcohol more as a coping mechanism.
Millennials
The millennial generation, people ages 28-43, is also known as the selfie generation. They are the first generation driven by social media and the most active demographic to engage on social media. They are also the first generation to have alcohol and drug education in schools (D.A.R.E.). They created popular drinking trends such as binge drinking and alcohol games like peer pong and power hour.
General statistics find that the millennial population tends to still drink more than the average person. Drinks include everything from wine, beer, liquor and cocktails. They participate in happy hours and have a high rate of alcohol consumption and alcohol misuse. Most people in this generation are aware of the consequences of alcohol abuse on their health, but remain consistent in their alcohol consumption patterns.
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Treatment for Alcohol Use Disorder
New studies suggest that the Gen Z population is consuming less alcohol than their older counterparts. An August 2023 Gallup poll found that 62% of adults under the age of 35 actually drink. This is down from 72% two decades prior. The increase in awareness of the dangers of alcohol consumption has rubbed off on many younger generations. However, alcohol use disorder is still one of the most common mental health disorders among other populations.
Behavioral health programs such as Hotel California by the Sea provide alcohol use disorder treatment. We offer treatment at all levels of care including detox, residential, PHP and IOP. We utilize evidence-based methods such as CBT, DBT and EMDR therapy. Hotel California by the Sea is dedicated to helping clients reach their goals of sobriety and overcome their addiction.
References:
https://time.com/7203140/gen-z-drinking-less-alcohol
https://health.clevelandclinic.org/why-gen-z-is-drinking-less
https://www.alcoholhelp.com/blog/alcohol-consumption-generations
https://www.npr.org/2025/08/13/nx-s1-5501668/americans-drinking-alcohol-study-gallup