For those who don’t know, Dry January is lowkey a New Year’s rite of passage. It’s a subtle kickoff to many wellness journeys that may become a new lifestyle practice or a test to know you have the discipline to conquer the rest of the year. Gen Z is no different as they are the leading generation to have a different relationship with alcohol.
In a recent survey, EduBirdie spoke with 2,000 Gen Zers on their relationship with alcohol, their plans for Dry January, and whether a dry month could lead to a sober future. The study shows 60% of young Americans plan to complete Dry January this year. The top motivations are improving mental health (63%) and saving money (57%), while 43% aim to improve their physical appearance.
“The data shows that Gen Z is gravitating towards drinks that feel better physically and emotionally,” said Miriam Aniel Oved, Consumer Trends Analyst at Tastewise. “This generation is incredibly sober-curious and ingredient-savvy, which is why we see it embracing functional mocktails, hydration-forward beverages, and alcohol-free mixes that transform celebratory occasions into wellness-centered rituals.”
@claaaarke a little dry january rant/draft—I love a French 75 as much as the next person but pls don’t think alcoholism or addiction only looks like one thing. it’s not just your annoying uncle leroy or the guy who chased you down the street in downtown atlanta… it might be you too pookie
in all seriousness, alcoholism and addiction do not have to be a defining characteristic of youth in the way that we see it glamorized now. do what you want at the end of the day, but for my young followers who are trying to figure it out… you can be cool and have fun without it
Although younger generations consume less alcohol overall, it still plays a significant role in the lives of many young Americans. For example, 44% of Gen Z reports drinking at least once a week. Nearly half (47%) have questioned whether they drink too much, and one in five feels uneasy about their partner’s drinking habits. Furthermore, 48% spend $150 or more on alcohol each month, and one in five exceed $300.
Money is not the only cost they incur. According to a report, 68% of Gen Z have experienced alcohol-related incidents: 29% have injured themselves while drinking, 26% have had one-night encounters they can barely remember, one in five have arrived at work still intoxicated, and 10% have admitted to driving under the influence.
“As alcohol-free cocktails move from mocktail to main event, cues such as ‘hydration’ (+61% YoY) and ‘serenity’ (+42% YoY) rise among Gen Z,” Oved said. “And new, surprising ingredients enter the mainstream: coconut water, adaptogens, ginger, and elderflower in cocktails have all risen dramatically in popularity over the past year.”
For many young adults, the negative aspects of drinking now seem to outweigh the positive ones. Nearly two-thirds (63%) of Gen Z are considering quitting alcohol altogether, and 18% say they have already stopped drinking. Alcohol also appears to be losing its cultural appeal, with 27% stating that it no longer feels “cool.”