"The generation that popularized the 'sober curious' movement is now more likely than any other generation to say they are 'actively choosing to drink more,' according to a study by IWSR."
"The survey found that, overall, 73% of Gen Zers had consumed alcohol in the past six months, compared to 66% in 2023."
"The shakeup in Gen Z drinking habits may be because its members are getting older and earning more. The oldest members of the generation are now in their mid-to-late 20s."
"Having more disposable income in hand may also mean Gen Z is putting more money toward alcohol."
Gen Z is consuming more alcohol, with 73% having had a drink in the last six months, up from 66% in 2023. This trend is especially visible in the U.S., where 70% of Gen Z reported alcohol consumption compared to under half previously. The shift may be linked to their aging and rising incomes, as the oldest members enter their mid-to-late 20s. With projections indicating Gen Z could accumulate $36 trillion in income, increased disposable income may lead to heightened spending on alcohol.
Read at Fortune
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