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 in 2019, in 2023 52% of 21-39-year-olds told YPulse they were planning on participating in Dry January. But when asked if they plan on participating in Dry January this year, our data shows a sharp decline— which calls into question its necessity to sober-curious young people: Participation in Dry January has dropped this year While Dry January has been popular in recent years, with more than half of 21-39-year-olds...
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