The rise of sober curiosity: Why Gen Z is reducing their alcohol consumption

THREE KEY FACTS: Gen Z is drinking less alcohol, consuming one-third less beer and wine than previous generations. The rise of the “Lo/No” alcohol lifestyle reflects Gen Z’s focus on health, wellness, and mental health. Advocates on social media platforms like Instagram and TikTok are normalising sober living and promoting alcohol-free alternatives.

Generation Z is leading a significant shift in drinking habits . In fact, compared to preceding generations, Generation Z may be the soberest generation yet. Members of Gen Z consume about one-third less beer and wine than previous generations.



They are also shifting toward alcohol-free beverages at a significantly higher rate..