Gen Z feels weird talking about drinking - and it's forcing bars to change

"They're also more likely to expect someone will question them, and more likely to feel they need an excuse for not drinking - a paradox, given that Gen Z drinks less overall. As younger adults pull back from drinking while still worrying about how to justify it, nightlife operators are rebuilding their menus, spaces, and social experiences around a generation that wants to go out without having to explain what's in their glass."

"Laura Fenton, a research associate at the University of Sheffield's School of Medicine and Population Healthwho studies youth drinking behavior, said the tension around talking about drinking likely stems from social expectations. Even for Gen Z consumers, she said, "drinking together can be really important to friendship and to negotiating kind of a sense of belonging.""

"A Danish study she cited found that young people feel like they have to give a good reason when they don't drink or when they turn down alcohol with their friends, because "drinking is kind of a demonstration of reciprocity.""

Gen Z drinks less than previous generations even as their consumption rates are rising. Many Americans feel comfortable declining an alcoholic drink with a simple "no thanks" or choosing non-alcoholic alternatives at parties, but only about half of adults under 35 feel comfortable drinking low- or no-alcohol beverages in public. Younger adults are more likely to expect questioning and feel they must offer excuses for not drinking, linking non-drinking to social reciprocity and belonging. Nightlife operators are adjusting menus, physical spaces, and social experiences so younger patrons can socialize without explaining their drink choices.

Read at Business Insider