As young consumers become “Gen Sober,” some brands will need to change their appeal. 

As young consumers become “Gen Sober,” some brands will need to change their appeal. YPulse research shows Gen Z and Millennials are becoming more sober-curious, with 43% of Millennials saying they’re making a conscious effort to limit how much alcohol they’re drinking compared to 38% in 2020. According to iStock’s VisualGPS Insights tool, when searching for alcohol related images, young adults make up for over three quarters of them—and white people were featured the most in popular visuals (81%) with 90% depicting slim bodies. As young consumers continue to prove how much their purchases are value driven, alcoholic beverage brands can look toward appealing to young consumers’ diversity, individuality, and reflect their behavior IRL (i.e. their tendency to celebrate small moments, not just birthdays and holidays). (Smart Company)