The trend isn’t just confined to Australia, either – British charity Drinkaware recently reported that there has been a general decline in drinking since the end of the government-mandated lockdowns – and Gen Z were once again at the forefront of this teetotal movement. There has been a general decline in drinking since the end of the government-mandated lockdownsĪccording to research carried out by the University of New South Wales, Australians aged 18–24 were most likely to have decreased their alcohol consumption during lockdown, with 44 percent of adults in this age group reporting that they were drinking less. Interestingly, while older people found themselves drinking more during lockdown, younger people were increasingly drawn to sobriety. The initial lockdowns saw a surge in alcohol consumption, particularly in those aged 40 and above, with 8.6 million UK adults admitting to drinking more frequently during the early months of the pandemic. With more than a quarter of Gen Zers now teetotal, the alcohol industry may need to prepare itself for a sobering future.Īlmost overnight, the pandemic dramatically transformed social habits the world over – including our social drinking habits. While previous generations may have marked the passage into adulthood with binge drinking and hard partying, today’s youngsters are much more temperate, shying away from excessive alcohol consumption and instead prioritising their mental and physical health. The report, published by Berenberg Research, found that Gen Z were drinking 20 percent less per capita than Millennials – who, in turn, drink less than Baby Boomers and Gen Xers did at the same age. Years of public health campaigns have succeeded in improving our collective alcohol-related knowledge The early signs of a culture shift on booze started emerging in 2018, with the publication of an influential new study on alcohol habits. And while it may look like the alcohol industry is going from strength to strength, recent changes in consumer behaviour suggest that the market as we know it today may be in danger of running dry. With the global alcohol trade valued at an astonishing $1.17trn in 2021 – and still growing – booze is very much big business. Ubiquitous and ever-popular, alcohol has become one of the largest and most powerful industries in the modern world. Omnipresent at almost all social events – from the celebratory to the sombre – alcohol is a conversational lubricant for some, a crutch for others, and simply part and parcel of everyday life for many millions more. From our ancient ancestors through to the present day, alcohol has played a fundamental role in shaping human culture and socialisation. The Sumerians in Mesopotamia were brewing beer as far back as 3,000BC, while the Romans believed wine to be a daily necessity, with soldiers required to drink one litre per day. The earliest evidence of intentional alcohol production stems back to 7,000BC, from fermented residues found in neolithic pottery jars from northern China. Since time immemorial, alcohol has been a part of the social fabric of human life on earth.
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