Gen Z is growing more “sober curious”—and overall drinking less than other gens. YPulse has been tracking the sobriety shift for a long time now, and as young adults head to college, they’re choosing to have different relationships with alcohol. Gen Z is pioneering “sober curiosity,” where they try out drinking less or not at all, “mindful drinking,” where drinkers become more intentional about their consumption, and even full-on sobriety. As taking “alcohol breaks” becomes more common, mocktails, and booze-free wine have grown popular among Gen Z, as have social media and in-person groups that support the idea of sober curiosity. YPulse research shows that the number of young consumers drinking every day is only 3% and their overall alcohol consumption has decreased back to pre-pandemic levels. (Teen Vogue)
