This article was written by The Zillennial Zine’s spring editorial intern Ian Ferdock. Find him on Instagram at @ianferdock. If you would like to share an article with The Zillennial, send us an email at thezillennialzine@gmail.com.
Drinking is central to many cultures. American culture is no exception. For as long as humans have roamed the Earth, they’ve found ways to concoct beverages with a little extra spice to relieve stress and form stronger social bonds. However, in the US drinking behaviors have begun to shift in the last few decades. Those changes are most apparent among younger Americans, particularly Gen Z. Between ever-evaporating social lives and increased fixations on healthy lifestyles, the relationship between young Americans and alcohol is taking a strange turn. So, is Gen Z drinking less?
When I first noticed the increased inclination displayed by Gen Z to pass up an alcoholic beverage, I was surprised. I am a Zillennial, so I am a tad older than most Zoomers, but I figured my relationship with alcohol followed a typical trajectory. I had some fun in high school, and as I got older things leveled off. Now most days, I enjoy a beer or two with dinner. Alcohol is an important component of my social life and I’m never one to turn down a drink. Don’t get me wrong, it’s not like I need alcohol to be social. It’s just what you do when you get together with people.
Even if that was once the norm for many Americans, it’s rapidly changing. Time Magazine has reported that data from the National Institute of Alcohol Abuse and Alcoholism demonstrates that even as overall alcohol consumption has risen, young people have been drinking less since 2000. In 2023, a Gallup survey showed that the number of adults below the age of 35 that drank dropped from 72% between 2001 to 2003, down to 62% from 2021 to 2023. That’s a significant statistical change. But the important question is why is Gen Z drinking less?
Why is Gen Z drinking less?
Overall, it seems Gen Z’s lessening inclination to opt for an alcoholic beverage is rooted in a couple of reasons. These forces have combined to create a perfect storm that has pushed young people away from alcohol. But the further you investigate, it seems maybe it’s a bit of an imperfect storm.
Cannabis Legalization
One of the more innocuous reasons that points to a reduction in alcohol consumption is the widespread availability of cannabis. Over the last decade or so, cannabis legalization has swept across the country and more people than ever can legally enjoy some green. According to the Pew Research Center, most Americans now live in states where cannabis is legal and readily have access to it.
Without the threat of a hangover, it’s not surprising why this has become a preferred method of intoxication. Cleveland Clinic also cited the increased use of cannabis as a reason fewer Americans are drinking. However, there isn’t enough data to conclude how much cannabis is driving alcohol consumption lower. In the future, more research will be required to determine how much cannabis legalization is influencing drinking behaviors.
Healthy Lifestyles
Gen Z, as well as social media in general, has turned toward a fixation on healthy lifestyles. Try opening up TikTok and not swiping past a video of someone talking about some sort of health or fitness tip. Alcohol can have detrimental effects on someone’s physical health and people are more educated about those risks than ever before.
Concerns over the side effects of alcohol combined with an overall fondness for leading a clean lifestyle have skyrocketed interest in movements like dry January or sober October. In a 2023 Gallup poll, when US drinkers were asked why they abstained some of the most common responses were related to health. 14% claimed that they avoided drinking because it was bad for them or unhealthy. 11% were unable to drink due to health concerns. Granted these statistics are not relegated to a specific demographic, but it does shed some light on why Gen Z may be drinking less.
Concerns over alcohol-related health effects aren’t unfounded. Cleveland Clinic reports that in 2018 28% of college students weren’t drinking, compared to only 20% in 2002. Those who weren’t in college abstained 30% of the time in 2018, while the same was true for only 24% in 2002. One of the biggest motivations they cited for that change was the desire to be healthier. Avoiding alcohol can lead to improved sleep, lower cholesterol, a reduction in blood pressure, weight loss, and increased energy. Today, more people are familiar with the health benefits of limiting alcohol consumption. It makes sense that it could be guiding new behaviors that separate Gen Z from previous generations.
Mental Health
Another central concern is mental health. In recent years there has been a lot of effort to deconstruct negative associations surrounding mental health conversations. As efforts to destigmatize mental health have been successful, people aren’t afraid to say no to alcoholic beverages. Alcohol can have negative effects on your mind, just like your body. Plus, there is an obvious risk of addiction. These concerns were also hypothesized by Clevland Clinic as to why Gen Z may be drinking less.
Aside from avoiding mental health issues, they could also be the reason Gen Z is drinking less. It’s an open secret that young Americans are struggling with their mental health more than ever. The Pew Research Center confirms that 70% of teens see issues like anxiety and depression as pressing problems their peers are grappling with.
If young adults are struggling with mental health issues, that could be pushing them away from social gatherings where alcohol is present, reducing the rate of their consumption.
Weakening Social Ties
A growing sense of loneliness is the most depressing theory about this trend. Young people were already feeling more isolated with the rise of the digital age and the pervasiveness of social media. When Covid struck, the situation became exponentially worse. Carnegie Mellon University conducted a study centered around young adults between the ages of 21 to 29 who exhibited heavy alcohol consumption. Their goal was to investigate the effects of COVID-19 on drinking patterns. They found that during and after the pandemic, 12.8 fewer alcoholic beverages were consumed each month by participants.
The circumstances are genuinely troubling. Yes, it is good to be mindful of the negative effects associated with alcohol, but it shouldn’t come at the cost of your social life. Being lonely and isolated can be just as damaging.
An article published by USA Today focused on the unique social challenges Gen Z is facing. Among this demographic, the US Surgeon General has warned that young adults are nearly twice as likely as those older than 65 to report feeling lonely. This is the most concerning underlying phenomenon behind young adults’ drinking habits. The US Surgeon General has warned that an increased rate of social disconnectedness could be responsible for detrimental health effects. Studies show that from 2003 to 2020, the time Americans were spending in-person with their friends sank from 30 hours a month to just 20, and the decrease was most apparent among those 15 to 24 years old.
Trust me, I get it. Since graduating college, I definitely go out less than I used to. I’m seemingly always tired and busy. But it’s vital to balance self-care with maintaining a social life.
The Financial Toll
One aspect of this conversation that I felt wasn’t heavily represented by more mainstream news sources, is the cost of alcohol. On TikTok this perspective is more plentiful, and honestly it rings true to my experiences as well. While the price tag of alcohol doesn’t guide my personal consumption, it surely influences how I consume it.
When you go to a restaurant, bar, or club your drinks will be more expensive than what you can make at home. $12 for a vodka soda? I think not! That’s a crucial reason why I elect to stay in more. I’d rather stock my fridge with cheaper beer and have a wider selection than what most establishments can offer me.
It’s no mystery that young adults are struggling financially, so why wouldn’t we save money by staying in? A simple solution to Gen Z’s struggling social lives may be to party at home instead of in the club. That way they can maintain social connectedness and avoid being lonely while still saving money.
The Response From The Alcohol Industry
The reduction in alcohol consumption by Gen Z doesn’t just have social consequences. There are economic implications as well. Large alcohol manufacturers are worried about their bottom line as younger generations are becoming less and less likely to purchase their products.
In response, these companies are beginning to shift their marketing strategies. Time Magazine has reported that instead of leaning into the hard-partying of Gen X drinkers, their strategies have shifted toward arguing to younger adults that going out with friends for a drink is key to a healthy, balanced lifestyle. Forbes reports that Anheuser-Busch plans to make alcohol-free and low-alcohol drinks 20% of its sales by 2025
In 2022, the market value for low ABV or alcohol-free beverages reached $11 billion. That shouldn’t come as much of a surprise as mocktail recipes continue to dominate TikTok trends.
Maybe People Just Don’t Want To Drink
As unbelievable as this may sound if you’re someone who values your nightly drink like me, maybe people just don’t want to partake. The Gallup survey showed that not wanting to drink is the most common reason cited for abstaining from alcohol. 24% of participants stated that they had no reason to drink, didn’t want to, or lacked any desire. That may not seem like a lot, but it was the most popular response to the open-ended question: “What would you say are the main reasons you do not drink alcoholic beverages?”
So, is Gen Z drinking less? Yes, they definitely are. However, the motivations behind their behaviors likely vary. For some, it could be all of the reasons we discussed, for others it may be others or no particular reason at all.
The most important takeaway is that Gen Z, and Americans in general, should aim for a healthy balance. It’s fine, and even admirable, to be concerned about your health. However, you do have to remember that your social life is a big part of that. If you don’t want to drink, all the power to you. Just make sure you’re still having fun!
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