Sober Curious: How Gen Z
is Redefining the
Drinking Culture

By Gen Z Reports
10 August 2025

For decades, alcohol has been woven into the fabric of social life—college parties, happy hours, weddings, and casual nights out. But if you ask today’s 18- to 26-year-olds about their weekend plans, you might hear something surprising: many don’t involve alcohol at all. Gen Z is drinking less than previous generations, not because they’re antisocial, but because their values, priorities, and even definitions of “fun” are evolving.

This shift isn’t just a fleeting trend. It’s a cultural movement—one rooted in health, economic reality, and changing social norms—that’s beginning to reshape industries and public life.

The Data Behind the Decline

The numbers speak volumes. A 2023 Gallup poll found that only 62% of U.S. adults under 35 say they drink alcohol, compared to 72% in 2001 (Gallup, 2023). The World Health Organization’s global reporting shows a measurable drop in per-capita alcohol consumption among young adults across many Western nations (World Health Organization, 2019). Binge drinking rates are down too. According to the National Institute on Alcohol Abuse and Alcoholism, college-age binge drinking dropped from 44% in 2004 to just under 30% in 2022 (National Institute on Alcohol Abuse and Alcoholism, 2023). And it’s not just an American phenomenon—Australia and the UK report similar declines among 18- to 24-year-olds (Australian Institute of Health and Welfare, 2023; Office for National Statistics, 2022).

Why Gen Z Is Drinking Less

1. Health & Wellness Mindset
Gen Z is often called the “wellness generation,” with a greater focus on mental health, nutrition, and long-term fitness. According to Morning Consult, 72% of Gen Z say they actively try to live a healthy lifestyle (Morning Consult, 2022). Influencers on TikTok and Instagram champion “clean living,” and alcohol—linked to anxiety, depression, and poor sleep—doesn’t fit neatly into that picture (American Psychological Association, 2021). Apps like Sunnyside and Reframe help track drinking habits, making moderation (or abstinence) easier than ever.

2. Economic Realities
With inflation, student debt, and record-high rents, the cost of a night out can be daunting. According to Bureau of Labor Statistics data, alcoholic beverages in bars and restaurants rose in price by 6.5% between 2021 and 2023 (Bureau of Labor Statistics, 2023). A few cocktails at a bar can rival a week’s worth of groceries.

3. Changing Social Spaces
Nightclubs and bars aren’t the only social hubs anymore. Sober-friendly coffeehouses, board game cafés, live-music lounges, and even “dry” music festivals are becoming more common. The BBC reports a sharp rise in “alcohol-free” social events in the UK from 2019 to 2023 (BBC, 2023). Socializing now often revolves around shared experiences instead of shared drinks.

4. Digital Connection
Friendships are built and maintained online more than ever—through gaming, Discord groups, and niche hobby communities. Without a bar stool in the picture, alcohol becomes less central to connection (Pew Research Center, 2022).

Cultural Implications

This isn’t just about drinking—it’s about identity. For many Gen Z individuals, rejecting alcohol is a statement: that fun, connection, and authenticity don’t require intoxication (VICE, 2023). The potential benefits are far-reaching—lower rates of drunk driving (Centers for Disease Control and Prevention, 2023), fewer alcohol-related health issues (National Institutes of Health, 2022), and perhaps a recalibration of what it means to be “social.”

But the alcohol industry is taking notice—and in some cases, pushing back. Marketing campaigns targeting “mindful drinking” are as much about protecting profits as they are about adapting to consumer values (Beverage Daily, 2023).

Criticisms & Complexities

It’s important to note that “drinking less” doesn’t mean “no one drinks.” In fact, some Gen Z drinkers binge more intensely when they do consume alcohol (Johns Hopkins Bloomberg School of Public Health, 2021). Others may be replacing alcohol with cannabis, especially in states where it’s legal (RAND Corporation, 2022). And while the “sober curious” movement has momentum online, reality can be messier offline—peer pressure still exists, and alcohol still plays a major role in certain cultural and social circles.

The Future of Drinking Culture

The next decade will likely bring a hybrid social model—spaces where alcohol and non-alcoholic drinks coexist without stigma. Alcohol companies may lean harder into “functional” drinks with adaptogens or nootropics (IWSR Drinks Market Analysis, 2024). And as Gen Z ages, their preferences could reshape not just the nightlife industry but hospitality, dining, and even wedding traditions.

Conclusion

Gen Z’s move toward moderation is more than a health fad—it’s a cultural redefinition of connection, pleasure, and self-care. Whether you drink or not, this shift opens the door for more inclusive social spaces and a broader understanding of what it means to have a good time.

So next time you’re out with friends, you might see a mix of cocktails, mocktails, and sparkling waters on the table—and that’s not a loss of tradition. It’s the creation of a new one.

References
American Psychological Association. (2021). Alcohol and mental health. https://www.apa.org Australian Institute of Health and Welfare. (2023). Alcohol, tobacco & other drugs in Australia. https://www.aihw.gov.au BBC. (2023). The rise of sober socialising. https://www.bbc.com Beverage Daily. (2023). Alcohol industry’s sober pivot. https://www.beveragedaily.com Bureau of Labor Statistics. (2023). Consumer Price Index – Alcoholic beverages. https://www.bls.gov Centers for Disease Control and Prevention. (2023). Impaired driving. https://www.cdc.gov Drinks International. (2023). Low and no alcohol trends. https://drinksint.com Gallup. (2023). Alcohol consumption trends in the U.S. https://news.gallup.com IWSR Drinks Market Analysis. (2024). Future beverage trends. https://www.theiwsr.com Johns Hopkins Bloomberg School of Public Health. (2021). High-intensity drinking in young adults. https://publichealth.jhu.edu Morning Consult. (2022). Gen Z health trends. https://morningconsult.com National Institute on Alcohol Abuse and Alcoholism. (2023). College drinking. https://www.niaaa.nih.gov National Institutes of Health. (2022). Alcohol and health. https://www.nih.gov NielsenIQ. (2024). No- and low-alcohol beverages report. https://nielseniq.com Office for National Statistics. (2022). Alcohol consumption, drinking behaviour and harm. https://www.ons.gov.uk Pew Research Center. (2022). Teens, social media, and technology. https://www.pewresearch.org RAND Corporation. (2022). Marijuana and alcohol use among young adults. https://www.rand.org VICE. (2023). Why Gen Z is drinking less. https://www.vice.com World Health Organization. (2019). Global status report on alcohol and health 2018. https://www.who.int