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North America

Are Young People Over Dry January?

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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… 

TL;DR

  • 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...

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