As the annual trend of Dry January kicks off, a notable shift in alcohol consumption patterns has already taken root, especially among Generation Z. While overall alcohol consumption in the U.S. has risen, research indicates that younger generations, particularly those born between 1997 and 2012, are drinking less.
Data from the National Institute on Alcohol Abuse and Alcoholism reveals a significant decline in lifetime drinking, past month drinking, and past year drinking among young people, a trend that began around the year 2000. A 2023 Gallup survey found that the percentage of adults under 35 who drink alcohol dropped by 10 points over two decades, from 72% in 2001-2003 to 62% in 2021-2023.
George F. Koob, Director of the National Institute on Alcohol Abuse and Alcoholism, explained that younger generations are less interested in alcohol and more likely to view it as risky to their health. “Today’s younger generations are more likely to participate in periods of abstinence, like Dry January,” he said.
Experts cite several factors behind this shift. One major influence is the 1984 National Minimum Drinking Age Act, which raised the legal drinking age to 21. Before this, the legal age was 18, and the shift has influenced drinking habits for generations. Additionally, alcohol’s social reputation has evolved. What was once seen as a rite of passage or a sign of sophistication is now one of many ways to relax or socialize, according to Sybil Marsh, a physician specializing in family medicine and addiction.
The legalization of marijuana in nearly half of U.S. states has also played a role in changing preferences. Cannabis is increasingly marketed to younger consumers, often in beverage form, and some Gen Z members are opting for marijuana over alcohol. The 2023 National Survey on Drug Use and Health found that 36.5% of adults aged 18 to 25 had used marijuana in the past year, with some 50% reporting lifetime use. Despite this, alcohol consumption in the same group remained higher, with 68.1% consuming alcohol in the past year.
Socialization patterns have also changed. Koob notes that alcohol has traditionally been a social activity, but younger people are spending less time socializing in person. The U.S. Surgeon General’s advisory on loneliness found that in-person socializing dropped dramatically from 30 hours a month in 2003 to 10 hours in 2020, especially among 15 to 24-year-olds.
The trend toward healthier lifestyles is another factor, with younger generations more focused on well-being. Alcohol marketing has adapted, with campaigns emphasizing moderation and balance rather than promoting excess, as was common with Generation X.
In response to this shift, sober bars like Hekate in New York City and Sans Bar in Austin have begun opening to cater to those embracing alcohol-free lifestyles.
Emerson Haven, a 26-year-old stage director from New York City, represents this trend. He sometimes drinks socially but often opts for a sober night out for health reasons. “There’s a history of alcoholism in my family, so I’m just careful about it,” he explains. “I never drink if I feel like I’m having a bad day, and sometimes I just don’t enjoy the feeling of being drunk.”
