Gen Z and Millennials are known for their moderation. So how does that compare in Western Europe vs North America? TL;DR In both North America and Western Europe, young consumers are driving a shift toward sobriety and using substances less than generations past Young Europeans are drinking slightly more than young Americans—but Americans who do drink may do so more often Cannabis use is mainstream among young North Americans, but not in Western Europe For years now, Gen Z and Millennials have proven themselves to be largely disinterested in the typical risky behaviors of generations past, becoming a group of young people pushing moderation into the mainstream—and pushing substance abuse statistics to their lowest levels in years. Headlines in the U.S. have declared that “Teenagers are better behaved and less hedonistic nowadays” and that “Gen Z is too busy to drink or do drugs.” And studies have shown that, in the U.K., these gens drink less, take far fewer drugs, and have made teenage pregnancy “a near anomaly.” Meanwhile,...
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