Fortunately, drinking oneself senseless is no longer fashionable. It has remained what it is, a shameful and painful form of self-destruction that has nothing to do with fun. Fortunately, the strange habit of getting drunk has become a thing of the past with the turn of the century. Generation Z consume less alcohol than older generations such as millennials. People from generation z or zennials are between 18 and 28 years old.
According to a study of drinking habits in the UK, there is a trend among 16-25 year olds to be teetotalers, with 26% not drinking alcohol compared to the less likely generation (55-74 year olds), where only 15% do not drink alcohol. The data was later corroborated by the Wavemaker agency following another study based on LIVE Panel data in order to clarify whether this downward trend in alcohol consumption is a reality. Yes, generation Z are drinking less alcohol than any other generation.
Another 2020 study found that the number of college-age Americans who are teetotalers has increased from 20% to 28% in just a decade. Of those who drink, most young Europeans (over the legal drinking age and up to 39) drink once a month (27%), while in the United States, the largest group drinks once a week (25%).
These reports reveal not only that less is being consumed, but that younger people interpret leisure, and life, differently. Freer and healthier. At The Blue Dolphin Store, a non-alcoholic drinks shop, we are delighted with this news.
Sober curiosity
On the one hand, there are many sober curious young people. They choose to question every impulse, invitation and expectation to have a drink, rather than mindlessly following the dominant drinking culture. They have realized that dancing, partying, laughing with friends doesn’t require getting drunk. Everything is just as much fun without alcohol: it’s safer to go home at night and the next day you don’t have any regrets. Neither the embarrassment of a few too many drinks nor the hangover that would have drilled into your brain if you had been drinking alcohol. The term ‘sober curious’ was coined in 2018 by Ruby Warrington to talk about those who don’t embrace abstinence, but do question the impact alcohol abuse has on their body.
The mindful drinker with non-alcoholic drinks
On the other hand, there is another group of zennials who don’t drink alcohol but who do so mindfully. This is often referred to as the ‘mindful drinker’, the term coined by science journalist Rosamund Dean. It describes those who, instead of refusing to drink alcohol or drinking out of flowerpots, simply drink in moderation, or combine an alcoholic beverage with non-alcoholic drinks. This allows them to enjoy their favorite drinks without compromising either their image or their health.
Alcohol is no longer a social lubricant
While bars remain social temples, there are more and more non-alcoholic options. Zennials consume less alcohol, and new, more appealing beverages are appearing. Not just soft drinks, but also de-alcoholised drinks and non-alcoholic cocktails. Our Blue Dolphin Guide includes the venues (Blue Dolphin Friends) that offer our non-alcoholic drinks so you can choose and enjoy non-alcoholic alternatives wherever you are.
The importance of social media
It is clear that the younger generations are more health conscious, just look at the rise of fitness. However, the reduction in alcohol consumption and the increase in physical activity could be due to social media and the impact it has on young people’s social lives. As zennials are subject to constant surveillance on social media and as their social lives are continuously documented, excessive alcohol consumption is avoided as much as possible in order not to give an unflattering image.
