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. YPulse’s Nightlife & Drinking report shows that 59% of 21-39-year-olds in the U.S. say they drink monthly or more often, with 34% saying they drink weekly. This challenge drives many of them to reflect on their habits for a whole month, ultimately inspiring many to cut back for more of the year to come. Last year, 53% of 21+ young people told YPulse they were planning on participating in...
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