Gen Z Choosing to Go Dry Over Drinking
By: Ben Thomas
For a lot of Millennials, the early-2000s were the perfect storm for a questionable social media presence – being old enough to go to bars, peak Facebook popularity and the ubiquity of digital cameras. It was a time when social media was still new, and oversharing was rife.
But today’s 20-something Gen Z consumers seem to have learned from past generations’ social media use. As the first true digital and social media natives, they are more vigilant about maintaining control over their online image, which has led to an alcohol-free movement in Gen Z consumers.
For them, their online persona is more than an extension of who they are in real life, it’s the personal brand they want to portray to the world. And because of this, they’re more careful about the things they do in real life – like having a boozy night out - because they know evidence will be posted, shared and tagged online, damaging the brand they so carefully curate.
While the alcohol-free movement is most evident in younger generations, it’s showing up more broadly. Celebrity advocates, from Kate Moss to Florence Welch, are making the sober life more acceptable, and the alcohol industry is adapting to cater to the niche but growing group of alcohol abstainers, from sober Daybreaker parties to alcohol-free bars and non-alcoholic liquor.