Generation Z is leading a significant shift in drinking habits. In fact, compared to preceding generations, Generation Z may be the soberest generation yet.

Members of Gen Z consume about one-third less beer and wine than previous generations. They are also shifting toward alcohol-free beverages at a significantly higher rate.

This trend, first observed in North America in the early 2000s, has since become a global phenomenon. Recent Gallup data shows a 10 per cent decline in alcohol use among U.S. adults aged 18 to 34 in the last decade.

Across the Atlantic, a United Kingdom report found that consumers aged 20 to 24 are nearly half as likely to prioritize spending on alcoholic beverages for home consumption compared to those aged 75 and older.

What sets Gen Z apart is that this change appears to be more than a passing trend. As researchers in consumer behaviour, we study the factors that influence and drive changes in consumer choices. Our expertise tells us that the rise of the “Lo/No” alcohol lifestyle reflects genuine change for Gen Z.

Growing health and wellness consciousness, changing social patterns and evolving metacognition — an awareness of one’s own thought processes — have sparked their interest in the “sober curious” movement.

According to the World Health Organization, alcohol is linked to more than 200 health conditions, including cancer and liver........

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