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How Big is Dry January Now That Gen Z is 21?

More than half of 21+ Gen Z and Millennials are planning to go sober this month…

Written and Edited by the YPulse Editorial Team

Jan 4 2023
North America

KEY TAKEAWAYS

More than half of young people say they’re going to take the Dry January challenge
For these already sober-curious generations, a sobriety challenge does not stand in the way of having fun
Non-alcoholic drink brands remain popular with these generations, especially as they lean more into intentionally not drinking

Though plenty of Millennials (and even older Gen Z) likely rang in their new year with the traditional glass of champagne (or five), it might be their last drink for a while. In true challenge-loving style, young people in North America have latched onto “Dry January,” a campaign from the U.K. encouraging people to give up drinking for a whole month. YPulse has said for years now that Millennials, and now the old-enough-to-drink Gen Z, are sober curious generations. And while 2020 temporarily boosted their drinking habits, the returns of normalcy in 2022 re-booted their drive to cut back. ...