Is Gen Z still sober-curious? YPulse has previously reported that young people are drinking less, with YPulse data showing the number of 21-39-year-olds who say they never drink jumping form 17% in 2019 to 27% in 2024. Financial struggles, health consciousness, and pandemic-era social shifts all contributed to the trend. But new research from ISWR shows that the gen’s alcohol consumption may be rebounding. In the U.S., the share of Gen Z consumers who drank in the past six months rose from 46% in 2023 to 70% in 2025. Experts say this increase reflects a return to socializing and spending—however, Gen Z may still be cautious, often drinking less at one time than generations before them. And YPulse’s take is that as it stands now, the increasing number who never drink at all points to a continuation of the sobriety trend. (The Independent)
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