Younger Generations Are Choosing to Avoid Alcohol Use
A recent Pew Research Center survey sheds light on how young people in the US perceive alcohol use and its risks. The findings highlight a significant shift in attitudes, particularly among younger generations, who are increasingly mindful of alcohol’s impact on health and well-being.
Recent data suggests that Millennials (born between 1981 and 1996) and Generation Z (born between 1997 and 2012) are consuming less alcohol than previous generations.
According to surveys conducted by global insights and data firm IWSR, 50% of Millennials and 60% of Generation Z reported going free from alcohol use for at least a week within a six-month period in 2024.
This shift reflects a growing awareness of alcohol’s health risks and a preference for healthier ways of living.
Health Concerns Are a Driving Force
The awareness of alcohol’s negative health effects is increasing. A Gallup survey revealed that younger adults are more likely to recognise the health risks linked with alcohol use, leading many to reduce or avoid alcohol consumption altogether. This aligns with findings from the Pew Research Center survey, which showed that 43% of alcohol users believe their consumption poses serious health risks.
This awareness is particularly pronounced among those who engage in alcohol use more frequently.
For instance, 59% of people who consume alcohol regularly recognise the increased risk of serious health problems, compared to only 31% of those who use alcohol infrequently.
These figures suggest that even those who frequently engage in alcohol use are becoming more aware of its dangers.
In August 2024, a Gallup poll revealed growing awareness in the US about the risks of low dose alcohol use. The poll showed that 45% of US Americans believe consuming one or two alcoholic beverages daily is harmful to health.
This signifies a six-percentage-point increase compared to 2023 and a 17-percentage-point increase since the prior reading in 2018.
News About Alcohol’s Link to Cancer Influences Behaviour
Recent reports highlighting the link between alcohol use and cancer have further influenced attitudes. A former US Surgeon General’s advisory in January 2025 linked alcohol use to seven types of cancer, including breast, liver, and colorectal cancer. It gained massive media attention in the early weeks of 2025. This warning has led some people to reconsider their alcohol use.
In addition, the Pew Research Center survey revealed:
- 52% of US Americans aged 21 and older are aware of studies linking alcohol use to increased cancer risk, and
- Among those aware of the news, 41% say they plan to reduce their alcohol consumption, with 11% intending to cut back significantly and 30% planning to reduce a little.
Notably, younger generations, who are more health-conscious, are more likely to take this information into account when making decisions about alcohol use.
Social Media and the Rise of Alcohol-Free Alternatives
Newsweek reports that social media is also shaping how young people think about alcohol use. Unlike past generations, today’s young adults are highly aware that anything shared online can have lasting consequences. This increased digital visibility has made sensitivity to public embarrassment and reputational damage stronger than ever before.
In addition, the growing market for alcohol-free options has made it easier to participate in social activities liberated from alcohol. According to Newsweek, the non-alcoholic beverage industry is now the third-fastest-growing category in the US, with an expanding range of options available. Public figures like Tom Holland, Zendaya, and Miley Cyrus embracing alcohol-free lifestyles have also contributed to normalising the lifestyle of going alcohol free, promoting the idea that ditching booze is now socially acceptable and beneficial.
A Shift Towards Healthier and More Inclusive Social Norms
The data points to a shift in attitudes, particularly among Millennials and Generation Z. With growing awareness of alcohol-related health risks, many young adults are choosing to go alcohol-free or significantly reduce their alcohol use.
A remarkable portion of the population, especially younger adults, is taking deliberate decisions about the role alcohol should and should not play in their lives, social activities and environments. This is adding up to a perceivable shift in social norms becoming healthier and more inclusive.
This development will only accelerate as new research continues to highlight the harms linked with alcohol use.
The growing recognition of alcohol’s health risks – along with the increasing availability of alcohol-free beverages – suggests a lasting shift in attitudes, behaviors, and norms.
Sources
Pew Research Center: “How Americans View Alcohol’s Benefits and Risks”
NPR: “American Drinking Habits and Attitudes Survey“
Investopedia: “What Do Changing Attitudes About Drinking Mean for the Booze Business?”
Newsweek: “Gen Z and Alcohol: Sobriety and the Sober Curious Movement”