USA Today (1/1, Cross) reports that Gen Z is increasingly embracing sobriety, influenced by factors like mental health awareness, financial concerns, and marijuana legalization. Between 2001 and 2023, Gallup “reported an 11% dip in adults between the ages of 18-34 who had at least one alcoholic beverage within the past week.” Meanwhile, “for young adults who may be looking to prioritize their health come the new year, Dry January, in particular, provides a 30-day reset, in which folks may sleep better.” Social media and changing social norms also contribute to this trend. Notably, a 2022 survey conducted by New Frontier Data showed that “69% of adults between 18 and 24 said they preferred marijuana to alcohol.” A 2024 study by McKinsey & Company highlights “that 56% of Gen Zers consider fitness a ‘very high priority’ compared to 40% of other adults in the U.S.”
Related Links:
— “Move over Dry January. Gen Z is already stepping away from alcohol.,”Greta Cross, USA TODAY, January 1, 2026