Drinking alcohol in the United States has reached a 90-year low.
In the United States, a significant shift has been observed in alcohol consumption patterns, particularly among younger generations and Republicans. This change, which has been steady for the past three years, coincides with an increase in moral conservatism and traditional family values among Republicans, and a growing emphasis on wellness and self-care among the younger population.
The Gallup poll reveals that only 54% of American adults consume alcohol, the lowest level since 1934. This decline is due to a collective awareness, similar to what happened with tobacco in previous decades, and a reconfiguration of leisure habits. Streaming platforms and recommendation algorithms align with this mindset, rewriting what it means to have fun.
The end of alcohol's cultural hegemony presents an opportunity to reimagine communities, celebrations, and habits without relying on alcohol. Wellness has become a social value and a product, with social media promoting content that values mental health, body care, and "emotional clarity" over excess or alcoholic euphoria.
Generation Z not only drinks less but also rejects alcohol as part of the social experience. Sobriety is no longer synonymous with boredom for this generation, but with self-care. In response to this trend, companies like CVS Health are adapting to the wellness and sobriety trend by expanding their Pharmacy & Consumer Wellness segment. Many organizations are also implementing comprehensive employee wellness programs that address mental and physical health, offering benefits such as stress management workshops, fitness incentives, and flexible work schedules to support healthier lifestyles that align with sobriety and wellness movements.
The scientific evidence is compelling, as numerous studies have linked alcohol to over 200 diseases, including several types of cancer. By 2025, more than 53% of Americans believe that drinking moderately is harmful to health. Despite past beliefs, moderate alcohol consumption does not reduce cardiovascular risk and increases the likelihood of hypertension, arrhythmias, and strokes.
The consumption decline is not uniform: Republicans and the young are leading the drop. An 18-point drop among Republicans compared to Democrats and independents has been observed. This generational shift redefines marketing strategies and public policies, signalling the beginning of the end of alcohol's cultural hegemony.
Understanding which lifestyles are actively chosen by those who no longer want to drink is crucial. Generation Z is adopting alcohol-free alternatives, functional beverages, and zero-calorie cocktails as new ways to socialize. This trend signals a new cultural landscape, where wellness and sobriety are becoming increasingly valued over alcohol consumption.
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