Dry January: Examining Gen Z Habits, Social Disconnection and Drinking Habit Changes
Gallup data shows alcohol consumption among adults under 35 dropped from 72% in early 2000s to 50% in 2025 as nonalcoholic drink sales near $925 million annually.
9 Articles
9 Articles
For Gen Z, Dry January has become something much bigger
For young people across the United States, “Dry January” is no longer a novelty. For some, it has become a year-round way of life. Members of Gen Z — those born between 1997 and 2012 — are drinking less alcohol than any generation in decades, part of a broader shift that is reshaping social life, public health and even the alcohol industry itself. But whether Americans are truly drinking less — or simply drinking differently — depends largely on…
NM health officials promote cutting back on alcohol for Dry January
The New Mexico Department of Health launched the Drink Less, Live More initiative Wednesday to provide statistics and resources to participate in Dry January, and “hit the reset button” for alcohol consumption.
Fridtjof Nicklas, Senior Research Lead and strategist at September Strategy & Research, explains why Dry January reveals more about our society than about alcohol and how brands can use consumers' new awareness for themselves.
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