Why are Gen Z drinking less?

What does sociology say about this? There are many factors associated with the reduced drinking rates, including the cost of living crisis, the rise of health and wellness, and a lower rate of socialising amongst Gen Z. Many of these factors work in tandem with one another, for example, Malaysia’s legal drinking age was raised from 18 to 21 in 2017 in an attempt to curb abuse, along with Gen Z now actively becoming more affiliated with spirituality or religion. A Barna Group study found that Gen Z is now the leading generation in consistent church goers, a shift that can be seen growing steadily after the pandemic. With reports of Gen Z with the highest rates of mental illness and unhappiness, dealing with global crises such as the pandemic, climate change, and uncertainty in future, the results are unsurprising. Religion has been a consistent safe haven for those seeking comfort during crises or major life transitions. 

For those who are not religious, many cite the focus of health and wellness as a main reason to stop drinking. Prioritising mental and physical health is a priority for many Gen Z consumers, and the surge of health tracking devices (Whoop, Oura, Apple Watch) has allowed for personalised tracking of the effects alcohol has on the body. Many of these tracking devices provide percentages on recovery and readiness, challenging their consumers to reach their peak productivity levels. Paired with a better understanding and better access to information regarding alcohol, and first hand accounts of the effects of alcohol, this is a major cited reason for cutting back amongst younger demographics.

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Within the updated education system and access to social media, mental health has been a key area of focus within popular culture and been popular topics of initiatives run by many organisations, leading to more awareness of addiction and its long term effects. 

Increase in social sports has also been a key motivator for reduced nights out. Social clubs centered around sports have seen an uptake in popularity, with run clubs becoming one of the most popular active social clubs within pop culture, alongside other sports such as padel, pickleball, and bouldering. There has been a larger focus on health as a holistic approach to a lifestyle, rather than for appearance or aesthetic reasons. This also feeds into the popularity of sober parties, such as coffee raves and sober parties, where many of the issues cited as being issues for going out at night—transportation issues, concerns over safety, disruption of schedule—are mitigated.

All of the stated reasons are true and valid, but what does Gen Z actually think about their reduced drinking habits? Aria, 26, from Malaysia states that the prices are hard to justify. “I’d rather spend that money on food,” she says. And it’s true—cocktail prices are surging, with any decent cocktail in Kuala Lumpur costing over RM30 at the minimum, with some going up to RM70 or more per cocktail depending on location. It’s an easy deduction to make when drinking isn’t a necessity for many, especially considering the stagnant wages, increased rent, inflation, and others. Having a great drink tends to come with a high price of entry, and not many people are willing to experiment or take the risk of getting a cocktail they don’t enjoy. 

Even in countries where drinking is a large part of their culture, consumption of wine and beer are also going down. “I love a drink, but I don’t enjoy drinking,” says Ruby, 25, from Australia. This sentiment seemed to echo with many others, agreeing that the effort of drinking, and the consequences of it, such as hangovers, or hangxiety, are not worth it. Behavioral patterns show that drinking is now an occasional occurrence, choosing to have quality over quantity. Many Gen Zers, when asked, agreed that they would choose to have one good drink less often, in comparison to having an average drink more frequently.

For many, alcohol is not an essential part of a night out anymore. Decades ago, primary marketing for many alcoholic brands used to run along the lines of partying hard, however with the changing perception of the current drinking generation, many are pivoting to the incorporation of moderate alcohol consumption as part of a healthier lifestyle. Gen Z is also no stranger to challenging social norms, and their attitude towards alcohol is no different. They are choosing to forgo alcohol in places where alcohol used to be part and parcel with, choosing to go for nights out in bars and clubs without alcohol, stating that alcohol is not needed to have a good night. 

Another contributing factor stems from the changing socialisation patterns of the younger generation, whereby many modes of socialising are now done digitally. “Alcohol tends to be a social drug, even for young people, so part of the decline in underage drinking could be related to less in-person socialising,” said George F. Koob, Director of the National Institute on Alcohol Abuse and Alcoholism. The pandemic became a catalyst for isolation, and many Gen Zers spent their formative years of socialising and drinking doing the complete opposite. On average, the amount of time people spent with friends in-person decreased from 30 hours a month in 2003 to 10 hours a month in 2020, according to the U.S. Surgeon General’s advisory on the epidemic of loneliness. This decline was especially prominent for people aged 15 to 24.

Within the older population of Gen Z, those with more disposable income are still likely to spend more money on alcohol, but even the trends of how they drink are changing. The popularisation of alcopops, no-lo options in cocktail bars, and the improvement in non-alcoholic spirits all contribute to their drinking habits. The labeling of the “sober curious” movement has also made it easier for people to remain in the same spaces, but with a lower ABV drink, yet still enjoying the same lifestyle as others who still drink.

For some, the vice has simply shifted. Of people aged 18 to 24, 69% prefer marijuana to alcohol, according to a 2022 survey by New Frontier Data, a cannabis research firm. In the US, daily cannabis users outnumber the amount of daily drinkers, according to a report from researchers at Carnegie Mellon University. Not having a hangover is a large reason cited in the research over their preferences, as well as the different types of flavours, customisation of blends, and more that makes cannabis a preferred choice over drinking. Many people online in forums when confronted with the same question of Gen Z’s lower drinking rates cited seeing the harmful effects it had on members of their family, through alcoholism, illness, and more.

Gen Z is also rebounding their relationship with alcohol with other substances, such as hard drugs and vaping. Nicotine vapes have soared in popularity, with 85% of high school-aged smokers and 72% of middle school smokers reaching for a vape over regular cigarettes, according to the CDC. The usage of other drugs, namely psychedelics and prescription medications are also contributors to the substance abuse issue amongst Gen Z. As the most depressed and anxious generation, many turn to these substances to cope as a form of self-medication. Stimulants like Adderall and Xanax are often abused to manage societal and academic pressures. 

There has also been a cultural shift too, with the phenomenon of the “Brat Summer” in 2024, popularised by Charli XCX. Previously, the reigning aesthetic was the “clean girl” era, where wellness and aesthetics were key, Brat Summer made it cool to be a little destructive again.

The “Brat” aesthetic often glamourised the visuals of drug culture, with overt lyrics mentioning the use of drugs: "Should we do a little key?/Should we have a little line?"

While Gen Z does embrace the energy of the party, it’s now fuelled by other vices, or even just done sober. Recalculated risks hasn’t killed the party, but have just shifted it elsewhere. It can’t be said that abstinence is the defining trait of this generation, or not yet, anyway. Whether they’re staying sober for a morning run club meet, saving up the money for a meal, or choosing another vice, it’s clear that drinking is no longer a default option as it previously was; they are choosing exactly when, why, and how they want to have fun.

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