Gen Z's Surprising Shift from Clean Living to Alcohol Indulgence

As of August 15, 2025, a significant shift has been observed in the drinking behaviors of Generation Z, those born between 1997 and 2012. Data reveals that the proportion of legal-age Gen Z individuals who consumed alcohol in the past six months has risen by 7% between 2024 and 2025.

Experts attribute this change to the unique challenges faced by Gen Z, who came of age during the COVID-19 pandemic, the ongoing climate crisis, and rising concerns over the cost of living. This "psychological whiplash" has led to a complex recalibration of their behaviors, rather than a simple return to hedonism.

Factors at play include a rebound from the restrictions of the pandemic era, with young people "reasserting agency through social behaviors." There is also an element of "self-soothing" as a result of increased anxiety, depression, and loneliness, as well as the glamorization of certain drinks and behaviors on social media platforms like TikTok. Financial concerns have also pushed the younger generation towards "present-biased decision-making," where the unstable future leads them to seek short-term mood boosts.

Experts also suggest that Gen Z may be experiencing a degree of "wellness culture" fatigue, pushing back against the pressure to optimize every aspect of their lives. The alcohol industry, keen to capture a younger audience, has also played a role in targeting Gen Z with their products.