A new demographic analysis of Gen-Z alcohol consumption shows a significant shift in their attitude toward drinking alcohol and other lifestyle choices. Often referred to as “generation sensible,” the young people between the ages of 13 and 28 are choosing safer options. They’re playing way less risky than their predecessors of two decades ago. This trend applies to nearly all risky and addictive behaviors—sex, driving, smoking, drug use, etc. New data indicates that their drinking patterns are starting to shift a bit. This change makes one wonder if they would be prone to revert back to hedonistic ways.
Over the course of the last several years, Generation Z has demonstrated a strong tendency to embrace choices that promote a healthier lifestyle. They’re more physically active, they eat better. They’ve picked book clubs, excuse me, big read clubs over nightclubs as their preferred socializing forum. This is the generation that’s affirmatively pursuing wellness and self-care. In doing so, they place higher value on physical and mental health than the pleasures of typical indulgences.
By 2025, 9% more Gen Z adults of legal drinking age said they drank alcohol in the last six months than the previous year. That’s an almost 50 percent increase in their alcohol consumption. This increase shows that something is moving. Sure, they might have drunk less underage alcohol during their development, but now they are slowly re-entering the world of drinking as they enter adulthood. Youth culture expert Dr. Laura Tinner notes that alcohol companies will do anything to reach younger audiences. They’re concerned that they may be already losing these customers because of a recent wave of moderation growing among young people.
Experts warn not to read these trends in such a way to conclude that Americans are going back to sinning with a vengeance. Richard Halstead, a principal at PlaceWorks, argues that what’s happening isn’t an epoch shift, but rather a generational recalibration. Through the lens of this article, he makes a compelling case that Millennials and Gen Z are beginning to discover new ways to experience alcohol. This exploration doesn’t necessarily suggest they’re wholeheartedly jumping into indulgence. Rather, it points to an idiomatic but complicated love-hate relationship with alcohol in which moderation and revelry can co–exist.
Meanwhile, the older tranche of Generation Z is just starting to enter the workforce. Increased access to some well-paid jobs, access to disposable income, and changing social norms may all be contributing to increased alcohol consumption among this group. This demographic change will likely put them at greater risk of drinking in harmful ways. As they’re going through social situations, alcohol usually becomes the focus. What remains to be seen is how these economic forces will intersect with this generation’s abiding passion for health and wellness. Fascinating question and opening all those doors, too!
Ivo Vlaev points out that some of that “wellness culture” fatigue has probably already kicked in for Gen Z. More than any previous generation, this is the generation that is focused on healthy living! The guilt to uphold an archetypal image of wellness drives many to pursue greater forms of freedom, such as socializing through alcohol consumption. This pushback against perfectionism is indicative of a broader movement toward wanting more balance, not a wholesale embrace of bad ideas.
Additionally, the way Generation Z acts points to a larger cultural trend away from risk-taking behavior and towards hedonism. Second, they squeeze out the boldness—none of them want to be the person who supports the risky pursuit. That’s a testament to their understanding of what is at stake. This generation’s proactive and intentional approach to life translates into savvy consumer behavior—with lifestyle decisions reflected in their beverage choices.
Transitioning into adulthood, Gen Z isn’t done challenging cultural expectations about alcohol and recreation. Just because their innovation from “smart” tricks to possible extravagance doesn’t indicate they’ve sold out on their food movement ideals. Rather, it reveals how those values are changing in today’s world.