Gen Z Turns Away From Alcohol

A new study has noted a huge generational shift in attitudes towards alcohol, with a majority of young adults considering drinking to be harmful—even in moderation.

The study published in August 2024 titled Alcohol Consumption Increasingly Viewed as Unhealthy in U.S., by Gallup, a polling company, found that 65 percent of adults under 35 viewed alcohol as unhealthy, a stark contrast to only 39 percent of those aged 55 and older.

Perceptions on Drinking

Forty-five percent of Americans say drinking one or two beverages per day is unhealthy, a record high from the data retrieved from the July 1-21 Consumption Habits poll.

This is the highest percentage recorded since Gallup began measuring this data in 2001 and represents a notable increase of six percentage points from the previous year and 17 points since 2018.

Forty-three percent of Americans believe that moderate drinking has no effect on health, and only 8 percent think it has a positive impact. Both figures are the lowest ever recorded by Gallup.

What Is Moderate Drinking?

The Centers for Disease Control and Prevention (CDC) debunked the widely spread misconception that drinking moderately can bring health benefits.

“More studies now show that there aren’t health benefits of moderate drinking compared to not drinking,” according to its report on moderate drinking.

Drinking in moderation can increase your risk of getting certain cancers and heart disease, in comparison to non-drinkers, according to the CDC.

For men, moderate alcohol intake is two drinks or less in a day, and for a woman it is one drink or less. The CDC suggests drinking less or not drinking at all to look after your health.

Generational Differences

Those aged 18-34 are most likely to view alcohol as harmful, with 65 percent holding this belief.

This contrasts with 37 percent of adults aged 35-54 and 39 percent of those 55 and older. This gap in perception between younger and older adults is the largest Gallup has recorded.

Younger generations are increasingly health-conscious about alcohol compared to their older counterparts.

While most Americans across all age groups recommend reducing or stopping alcohol consumption for better health, young adults are much more likely to advise cutting back.

About two-thirds of young adults suggest reducing intake, compared to roughly half of middle-aged and older adults.

Additionally, only 10 percent of young adults believe no change in drinking habits is necessary, compared to 21 percent of middle-aged and 19 percent of older adults.

Generational Shift

This attitude shift is reflected in changing drinking habits. There is a noticeable decline in alcohol consumption among young adults, a significant change from the early 2000s when drinking among this age group was at its peak.

In 2001-2003, 72 percent of 18- to 34-year-olds drank and today, 59 percent of 18- to 34-year-olds drink, marking a 13 percent decline.

Currently, drinking rates among adults aged 55 and older are comparable to those of 18- to 34-year-olds, while middle-aged adults report higher drinking rates.

The data found 69 percent of 35- to 54-year-olds drink and 58 percent of people over 55 consume alcohol.

One Young Millennial Encouraging Supporting the Generational Shift Away From Booze

Kathryn Sauser (@kathrynsauser), 35, founder of Sober Fit Girl, made the life-changing decision to reassess her relationship with alcohol at the age of 26.

After a night out left her waking up in an unfamiliar place with no memory of how she got there, no belongings, and a crippling sense of anxiety, Sauser knew something had to change.

As she became more involved in fitness, she realized that her alcohol-fueled lifestyle was holding her back. By the time she turned 30, she made the choice to cut out alcohol entirely.

“It was like a switch flipped,” Sauser told Newsweek. “The anxiety was unbearable, it was the same story over and over.”

In a TikTok video which garnered 51,600 likes and 864,600 views she noted how she knew she was not a “normal drinker,” as unlike her mom, she could not enjoy just one drink out on the porch.

“If I have a gin and tonic on the porch, we have no idea what’s going to happen. One was never enough for me, and I always did crazy things,” she said on TikTok.

One of the most challenging aspects of her sobriety journey was feeling left out and isolated while her friends continued to party.

During the first year, Sauser, who once embraced the role of the “ultimate party girl,” avoided social events altogether. Over time, however, she gained confidence in her ability to socialize without alcohol.

Now fully committed to fitness and well-being, Sauser has created a life she no longer feels the need to escape through drinking. Her mental and physical health have never been better.

“My father died of alcoholism, and there were numerous alcohol-related issues within my family, I had to work through that trauma” she shared.

Through her platform Sober Fit Girl, Sauser now mentors women aged 21-35, fostering a supportive community for those exploring sobriety and interested in fitness.

“All of my clients are in that age range, and from my experience, so many people are becoming ‘sober curious.’ It’s becoming increasingly popular—the world is becoming more open to it,” she said.

Sauser notes that social attitudes have shifted since she first chose to go sober. “When I stopped drinking, it was taboo. People would say, ‘Ew, you’re not drinking?’ and make fun of me, or they’d say, ‘Bring old Kat back.'”

For those interested in reducing their alcohol intake, Sauser emphasizes that you don’t have to be an alcoholic to make this change; alcohol could still be affecting your life. It’s important to assess your mental and physical health, your bank balance, as well as your relationships.

“You don’t have to drink every single day to have a problem with alcohol,” Sauser shared in a TikTok amassing 1.5 million views which showed a photo of the final day she had a drink.

She also stresses that you don’t need to offer a detailed explanation for your decision not to drink. “People think they need a full, hardcore explanation. Just say, ‘I’m not drinking today,’ and move the conversation on,” she advises.

Now thriving as a sociable non-drinker, Sauser has embraced putting herself in new and exciting situations—most recently, she moved across the pond to London, U.K.

“I go out; I was just in France for a month. I’m not clubbing, but I’m extremely social. You have to challenge yourself. A lot of people get sober and they isolate. You have to go out and put yourself in uncomfortable situations.”