As a new year begins, Generation Z is leading a trend of reduced alcohol consumption.
Data from the National Institute on Alcohol Abuse and Alcoholism shows a decrease in overall U.S. alcohol consumption. However, research from the National Institute on Drug Abuse reveals that lifetime, past-month, and past-year drinking among young people started declining around 2000. This decrease significantly impacts Generation Z (1997-2012) and some Millennials (1981-1996). A study found a ten-percentage-point drop in alcohol consumption among adults under 35 over two decades, falling to 62% in 2021-2023 from 72% in 2001-2003.
“It’s becoming clear that, for various reasons, younger generations are less interested in alcohol, perceiving it as riskier to their health and embracing abstinence more often,” stated National Institute on Alcohol Abuse and Alcoholism director George F. Koob.
The reasons for this decline are multifaceted.
One factor is the 1984 National Minimum Drinking Age Act, raising the legal drinking age to 21. Before this, the minimum age was 18.
Alcohol’s social perception has also shifted. “Older generations consumed more alcohol, reflecting a more prevalent drinking culture during their formative years,” explained Koob.
Family medicine and addiction specialist Sybil Marsh adds: “Previously, alcohol symbolized maturity and sophistication. Now, it’s just one of many ways people relax or express themselves.”
Marijuana’s legalization in many states might play a role. With cannabis readily available in most U.S. counties and appearing in drinks marketed to younger consumers, its impact on reduced alcohol consumption among Gen Z remains unclear. The 2023 National Survey on Drug Use and Health indicated 36.5% of 18-to-25-year-olds used marijuana, and about half of this age group had tried it at some point. However, alcohol use still exceeded marijuana use in this age group (68.1% vs. 36.5%).
Changing socialization patterns also contribute. Koob notes that “alcohol is often a social drug, so reduced in-person socializing could explain part of the decline in underage drinking.” The U.S. Surgeon General’s report on loneliness showed a significant decrease in in-person time spent with friends, particularly among 15-to-24-year-olds, from 30 hours per month in 2003 to 10 hours per month in 2020.
Marsh points to younger generations’ focus on healthy lifestyles, reflected in evolving alcohol marketing strategies. “Alcohol marketing now subtly suggests that drinking can be part of a healthy lifestyle, unlike the ‘party hard’ approach of previous generations,” she says.
The rise of sober bars—such as Hekate in New York City, Sans Bar in Austin, and The Sober Social in Atlanta—reflects these changing attitudes.
Emerson Haven, a 26-year-old New Yorker, occasionally drinks socially but prefers sober nights out for health reasons. “My family has a history of alcoholism, so I’m cautious. I avoid drinking when stressed to avoid forming unhealthy associations. Sometimes, I simply don’t enjoy being drunk,” he explains.