Gen Z is reshaping social norms by embracing sobriety, boosting the non-alcoholic market significantly.
Philadelphia: Olivia, 28, spends her weekends enjoying games and brunch with friends, but she skips the alcohol. She’s part of a growing trend among Gen Z who are stepping away from drinking culture.
More of her friends are choosing not to drink, and it’s becoming the norm. A few years back, they’d question her choices, but now, many are joining her in opting for sobriety, even in a city known for its nightlife.
Olivia, who works in finance, has noticed that her friends are less interested in drinking. They’re realizing it’s not worth the money or the hangover. It seems like as they get older, the appeal of drinking is fading.
This year, the U.S. surgeon general warned about the cancer risks associated with alcohol, which sent shockwaves through the industry. But Gen Z mostly shrugged it off, showing they’re more cautious about their health.
Mary Charlton, an epidemiology professor, points out that Gen Z is less fatalistic than older generations. They’re aware of the risks and are making healthier choices, opting for fun without the booze.
For many young people, drinking isn’t essential for a good time anymore. While millennials shifted away from traditional pastimes, Gen Z is taking it a step further, focusing on meaningful connections without alcohol.
Becca, 25, from Wisconsin, realized she drank too much in college. After some rough hangovers, she decided to cut back. She found that fun doesn’t have to involve alcohol, especially after the pandemic.
Chloe, 29, in New York City, has been sober for nearly a year. She was inspired by wellness trends and decided to ditch drinking, realizing she enjoyed socializing without it. Now, she spends her evenings painting instead.
These changing attitudes are impacting how Gen Z spends their money. Concert venues and bars are feeling the pinch as younger folks seek out non-alcoholic options. The non-alcoholic beverage market is booming, projected to grow significantly in the coming years.
Big companies are catching on, too. Heineken is expanding its non-alcoholic offerings, and even celebrities like Tom Holland are launching their own alcohol-free products.
Local entrepreneurs are also stepping up. Alexandra, who quit drinking a decade ago, opened a non-alcoholic bottle shop in St. Paul. She’s creating spaces for people to connect without the pressure of drinking.
For many, it’s about finding new ways to socialize. Becca enjoys pottery classes, where she’s making friends without the need for drinks. In Manhattan, a board game café is attracting Gen Zers looking for a cozy spot to hang out.
These new social spaces are redefining how people connect. Gen Z is reviving activities like book clubs and speed dating, showing a cultural shift away from alcohol-centric gatherings.
While some Gen Zers still drink, many are exploring healthier alternatives. In Ohio, rock climbing is becoming a popular Friday night activity, offering a thrill without the hangover.
As wellness trends gain traction, some young people are turning to cannabis instead. Companies are adapting to this shift, offering lower-dose products that appeal to those seeking alternatives to alcohol.
These changes were already underway before the surgeon general’s warning, and they’re likely to continue. As more people reconsider their drinking habits, the market for alcohol-free fun is set to grow.
Kam, a millennial, has noticed this transformation firsthand. He’s seeking out communities that don’t revolve around drinking, finding that Gen Z is leading the way in redefining social norms.
It’s an exciting time as this new generation challenges traditional ideas about fun and connection, paving the way for a healthier, more inclusive social scene.
