The UK’s largest recent study of drinking behaviours showed in 2019, 16-to-25-year-olds were the most likely to be teetotal, with 26% not drinking, compared to the least likely generation (55-to-74-year-olds), 15% of whom didn’t drink.
I honestly think in 30 years society will look at alcohol like we look at tobacco today. You can already see it starting—Gen Z consumes 20% less alcohol than Millennials did at the same age.
On my one-year sober anniversary, I decided I had finally gotten the hang of this thing called “a present life.” I started a new job and threw myself into challenging projects. I felt productive, focused and in control. And then, something utterly unexpected and exciting happened: I met someone.
Normalizing sobriety in an alcohol-dependent society is difficult, especially when individuals are up against a trillion-dollar industry pumping out advertisements and making it seem like the only way to experience life is with a drink in your hand. Marketing budgets for alcohol brands are expected to rise to $7.7 billion by next year, and the... See more