New Survey Data Shows Shift in Social Norms and People’s Behaviours
A new Ipsos Consumer Tracker survey reveals that many people in the United States reconsider their behaviours, and alcohol use tops the list of what they are willing to skip for health and well-being
According to the Ipsos Consumer Tracker, 38% of U.S. Americans said they gave up something during the past year. This figure marks a slight decline from 43% the previous year. Ipsos asked the question around the period of Dry January and Lent, both traditionally associated with temporary lifestyle changes, such as going alcohol-free for a month and fasting.
Alcohol Use Ranks First
Among those who said they “gave something up”, 38% stopped alcohol use at some point during the year.
Alcohol consumption therefore ranks as the most common behaviour people in the U.S. felt they wanted to skip.
Importantly, only 15% said they participated in Dry January. In fact, this gap suggests that decisions to stop alcohol use extend beyond short-term campaigns. People appear willing to reassess alcohol’s role in their lives outside of seasonal trends.
This development matters for alcohol harm prevention. Alcohol use fuels a wide range of health, economic, and social harms. When people step away from alcohol use, even temporarily, they interrupt patterns that drive alcohol harm and they contribute to changing social norms around alcohol, bringing alcohol-free norms into focus.
Religious and Personal Motivations
Ipsos found that one in five U.S. Americans (20%) gave something up for religious reasons. The data show little demographic variation in this group.
Meanwhile, 29% gave something up “just because.” For example, individuals may decide to change habits for health, financial, or personal development reasons.
Other Behaviors U.S. Americans Decided to Change
While alcohol use topped the list, respondents also reported changing other behaviours and skipping other products:
- Sweets: 30%;
- Dining out: 28%;
- Soda: 27%;
- Smoking or vaping: 22%;
- Sex: 21%;
- Meat: 21%.
The survey notes that people may cut back on dining out for economic reasons as well. However, alcohol consumption remains the single most frequently discontinued behaviour.
People’s Support for Alcohol Harm Prevention
Survey trends showing people stepping away from alcohol use align with broader public attitudes.
For instance, public opinion surveys under the RESET Alcohol Initiative show serious concern about alcohol harm and clear support for alcohol policy action. These findings indicate that communities want better and more adequate public health action on alcohol.
Moreover, reporting on global alcohol harm also highlights that alcohol consumption remains a major health risk factor across countries. When 38% of those making lifestyle changes decide to stop alcohol use, this reflects awareness of that risk.
Why This Trend Matters
Alcohol use ranks first among the unhealthy or unhelpful behaviours U.S. Americans are willing to skip.
In fact, alcohol’s top position signals growing recognition that alcohol harm affects people’s health, finances, families, and communities. Decisions to skip alcohol use create opportunities for health promotion. Combined with better public health action on alcohol, these personal decisions can promote healthier and more inclusive social norms that focus on well-being instead of alcohol.