Gen Boozey
It’s official: Generation Z is raising their glasses and breaking away from the stereotype of sobriety. Contrary to the narrative painted over recent years, this dynamic cohort is embracing alcohol with vigor as economic pressures finally ease. A recent study has shattered the myth that Zoomers are dramatically abstinent when it comes to drinking.
The findings reveal that a significant 73% of Gen Zers aged 21 to 27 have consumed alcohol in the last six months, a noticeable surge from just 66% two years ago. This makes them the leading generation in terms of increasing alcohol consumption. Specifically in the United States, the number skyrocketed from 46% to 70%.
What drives this newfound enthusiasm for libations? The answer is clear: rising disposable incomes. After enduring a grueling cost-of-living crisis, Gen Z now has the financial freedom to indulge in social drinking. Halstead, a key figure in the study, states unequivocally that alcohol consumption directly correlates with disposable income. Simply put, as Zoomers enter the workforce, they’re bringing home more income and enjoying the fruits of their labor.
This trend shatters preconceived notions about Gen Z’s relationship with alcohol. Forget the days of sober gatherings and alcohol-free bars dominating the scene. Today’s Zoomers are not just drinking — they are exploring a wider variety of alcoholic beverages and frequenting bars, restaurants, and clubs more than their predecessors.
While millennials reign as the “boozers” of the current age, with a whopping 83% admitting to drinking in the past six months, it’s essential to recognize that the Baby Boomers aren’t living it up quite like they used to. In fact, the share of respondents aged 60 and over who drank recently has declined by 1%.
Let’s be clear: while Gen Z may still drink less than other generations, the narrative is shifting dramatically. They are breaking free from the constraints of sobriety, showing that they can enjoy a drink without the guilt. So, cheers to Gen Boozey — a generation that proves when the going gets tough, they know how to unwind!
