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Are Young People Over Dry January?

After few years of growing popularity, fewer Gen Z and Millennials are doing Dry January this year, but they’re still exploring other sober-curious options…

Written and Edited by the YPulse Editorial Team

Jan 6 2025
North America

KEY TAKEAWAYS

Compared to previous years, fewer Gen Z and Millennials are planning to join Dry January in 2025
With new challenges and non-alcoholic beverages being promoted year-round, alternatives to Dry January are expanding sober-curious interest
A larger group of young people have given up drinking, driven by years of sober curiosity trends

YPulse data has shown before that Dry January, the month-long challenge encouraging people to give up drinking, is a popular tradition for sober-curious Gen Z and Millennials. However, YPulse’s Nightlife and Drinking report shows that these gens don’t have a one-size-fits all approach when it comes to alcohol consumption, or even the trends for cutting back. As their drinking habits continue to evolve, whether drinking less or more—what does that mean for this annual non-drinking tradition? For the past five years, YPulse has been asking young people about their Dry January plans. While it was just starting to gain traction...