It’s 10:00 PM on a Friday night. Instead of going to the local college bar and partying, like most university students would do, individuals a part of Generation Z are trading that for a more cozy scene by quietly sitting at home binging TV shows or gaming with their friends.
Findings from a Gallup poll reported that young adults aged 21-34 are drinking far less than previous generations, and only 50% of them say they drink alcohol; this is a sharp decline from the early 2000s, when 72% of them reported that they drink alcohol. According to Time
Magazine, there are various factors that have contributed to the decline in alcohol intake among young adults in America, such as health-conscious choices and economic instability.
Gen Z is more aware of the health risks that come with drinking, as they are more exposed to findings and data that show the downsides of excess alcohol intake. Additionally, young adults are more engaged than ever in conversations and activities that promote mental health and fitness while discouraging the daily intake of alcohol. This has been brought about by the hundreds, if not thousands, of influencers and podcasters who encourage a healthy lifestyle and emphasize the importance of self-care.
Gen Z’s social media pages are also constantly flooded with influencers that promote an alcohol-free lifestyle with trending hashtags like #mindfuldrinking, #sobercurious and #soberlife. The “sober” content that the influencers display is attractive to young adults as they now view “sober living as confident and fresh.”
One influencer who promotes the “Sober-Curious” lifestyle is Kendall Toole, a fitness social media personality who shares her journey with alcohol and the benefits that come with the sober lifestyle, like high energy levels and good sleep. Toole emphasizes that “not drinking is becoming like the biggest superpower.”
There has also been an increase in trends that encourage cutting back on alcohol, such as Dry January and Sober October, with numerous resources online offering guidance on how to go about this. These trendy mindful drinking habits have led Gen Z to engage in the “sober-curious” (being more intentional with alcohol intake) lifestyle.
USF sociology professor Dr. Vasquez states that Gen Z now has access to legal alcohol alternatives, ranging from “cannabis to prescription pills,” which they take if they choose not to be inebriated. Findings from New Frontier Data agree with her as they suggest that Gen Zers have now switched from alcohol to cannabis use, although they still find that “Gen Zers do not engage so much as older consumers in replacing alcohol with cannabis.” In short, Gen Zers are really into a clean lifestyle as they are less drunk and less high.
Dr. Edward Munnich, a professor in the department of psychology at USF, states that the reduced alcohol intake among the Gen Z’s means that there is still “optimism for this generation” as they are more open to live authentically and talk about their mental-health “rather than numbing their feelings with alcohol and other substances as previous generations have done.”
There is also the factor of economics that falls into the Gen Z decline of drinking. With the burden of student debt, inflation, rising rent and the economic instability that Gen Z currently faces, they choose not to drink or drink less to save some extra cash. Most of Gen Z’s spending is geared towards subscriptions, travel and gym memberships.
According to PWC’s research, Gen Z has reduced their “overall spending by 13% between January and April 2025” and have chosen to trade “down on everyday expenses to afford meaningful indulgences.”
There has also been an increase in the promotion and marketing of non-alcoholic brands like Poppi, Olipop and Ghia, which Gen Zs are more attracted to. According to a report by Mintel, they are more drawn to non-alcoholic brands because they respond to their health and wellness goals, such as improved gut health and good skin, and even cognitive support like improved mood and focus.
“Americans are having a decrease in interest in drinking and an overall increased interest in non-alcoholic alternatives,” Vasquez said. This could be supported by the fact that the number of non-alcoholic beverages in America outweighs the number of alcoholic drinks, as according to the Beverage Marketing Corporation, USA currently has 2,948 companies that are in the alcohol industry, while non-alcoholic brands in the country stand at 3,951.
An increase in non-alcoholic brands could mean that Gen Z’s shift in drinking preferences could also be as a result of the increased marketing power that non-alcoholic drinks have, since they’ve outnumbered alcoholic brands. Non-alcoholic drinks have also tailored their brands to respond to Gen Z’s need for authenticity and physical and mental well-being, and this has been represented in their branding, from the aesthetic to the messaging.
For Gen Z, healthy living is the social currency. Their decision not to drink is all about saying yes to a more balanced life, mental being, and economic stability. Generation Z is redefining what it means to live well, and brands are clearly responding to them.
