The bad economy is fuelling the sobriety movement among young Europeans. Gen Z is drinking less alcohol than previous gens, and the current economic crisis might reinforce this phenomenon. Recent research among Europe’s 18-34-year-olds shows 63% are spending less on alcohol items in supermarkets, while 67% are drinking less when they go out. The findings suggest the sobriety trend is driven in part by young people’s tightened budgets. Data from YPulse’s WE Nightlife & Drinking report shows the second top reason why young people choose to stay in rather than go out at night is to save money. (Fortune)
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