Sober Curious Gen Z and Millennials Have Sparked the Next Health Trend | Dame Magazine

“Spending a night out drinking is akin to dismantling every piece of protection we have—our cognition, our decision making, our reaction time, our memory, our standards, our voice. If we thought about alcohol in this way—as something that undermines our collective momentum and personal agency and vitality and self-worth—what would that m

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The last decade saw a boom in the health and wellness market, and we’re beginning to see that consumer demand trickle into the attention economy.

• Between 2015 and 2018, US alcohol consumption declined three straight years, with beer consumption down five consecutive years.

“People aren’t looking to get wasted anymore — they are health conscious and they care about their image. They don’t want to be that drunk person on Instagram; they don’t want the calories or the hangover. They’re looking for what I’m looking for.”

From hard kombucha and functional beer to alt-drinks and the rise of teetotalism, Big Alcohol is under siege from health-conscious consumers and upstart brands alike. What’s driving this shift and what does it all mean? Let’s take a look.