Did you know that nearly 30% of Gen Z adults report drinking no alcohol at all? Compared to Millennials at the same age, that’s a striking drop — and it’s creating ripple effects across every part of society. From nightlife to networking events, Gen Z is drinking less and they’re proud of it.

This isn’t just a phase. It’s a revolutionary redefinition of what alcohol means — and whether it belongs in our daily lives at all. According to a 2022 Gallup poll, only 60% of adults aged 18–34 reported drinking alcohol in the past year, compared to 72% in 2001. That’s a major decline in just one generation.

What’s behind this cultural shift? Annie Grace, author of This Naked Mind and founder of The Alcohol Experiment, puts it simply: “People are waking up to how negative alcohol really is for your body — and that’s amazing.”

Too Long, Didn’t Read

Gen Z is drinking less than any previous generation, and it’s reshaping how we socialize, work, and view alcohol. This post explores the shift, shares powerful insights from Annie Grace, and offers a free way to explore your own drinking habits through The Alcohol Experiment.

Jump to a Section:

• How Social Norms Around Drinking Are Changing
• The Role of Alcohol in Corporate Culture
• Changing Habits on Campus and Beyond
• Join The Alcohol Experiment
• A New Way Forward
• Crushing Norms

How Social Norms Around Drinking Are Changing

There’s a growing openness to question alcohol’s role in daily life — especially among Gen Z. Alcohol-free influencers on TikTok and Instagram are gaining massive followings, and mocktail menus are popping up at bars and restaurants across the globe. Gen Z isn’t avoiding fun — they’re redefining it. Gen Z celebrities like Tom Holland, Zendaya, and others are increasingly turning their noses up at alcohol and choosing to fill their glasses with beverages that support their healthier and more holistic lifestyles and values.

“I’d love to see it be as normal to ask, ‘Am I drinking too much?’ as it is to ask, ‘Am I eating too much sugar?’” Annie Grace explains. This is the heart of her mission — to make alcohol optional, not expected.

The shift goes beyond social stigma. Young people are more aware than ever of the mental health impacts of alcohol, with many citing anxiety and sleep disruption as reasons they’re cutting back. According to a 2023 Berenberg Research study, 64% of Gen Z respondents said alcohol negatively affects their well-being — a perspective that’s fueling the sober-curious movement.

And it’s working. As Gen Z is drinking less, they’re also reporting higher levels of satisfaction with their social lives, relationships, and personal growth.

The Role of Alcohol in Corporate Culture

While Gen Z is reshaping social life, they’re also challenging workplace norms. Happy hours, networking over drinks, and alcohol-fueled conferences are being reexamined. The new generation of professionals is asking: Why is drinking a prerequisite for success?

Annie Grace is actively working on bringing change to corporate spaces. “I think the corporate world has a responsibility to de-emphasize alcohol,” she says. “There’s so much lost productivity and so many health costs tied to drinking culture.”

One solution she’s passionate about? Bringing The Alcohol Experiment directly into companies. This free, 30-day challenge could be part of wellness initiatives or team-building events. Imagine a workplace where taking a break from drinking isn’t a secret — it’s celebrated.

And that movement is beginning to take off. Companies like Captrust and the West Midlands police force have already brought this life-changing experience to their organizations. Participants of all ages agree that a life with less alcohol in it brings unexpected benefits!

Join The Alcohol Experiment

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As Gen Z is drinking less, companies must also adapt and choose to align with talent and messaging that aligns with the values and goals of this group. No longer can they rely on the lie that happiness and contentment can be found inside the bottle or the drinking lifestyle. The time is now to create a framework that focuses on healthy and sustainable habits and mindsets. Gen Z isn’t buying into the fast and loose lifestyle that previous generations subscribed to.

Changing Habits on Campus and Beyond

This generational shift has powerful implications for educational institutions and even military organizations. University life is often synonymous with drinking — but what if it wasn’t?

Annie Grace sees enormous potential in bringing her work to students. “The transition to college life is such a crucial time. If we could normalize questioning drinking at that stage, imagine how many lives would be changed.”

Colleges could host sober curiosity events, offer workshops based on This Naked Mind, and provide accessible alcohol-free alternatives at parties and orientations. These programs would resonate strongly with a generation already stepping back from drinking.

Beyond campuses, Annie hopes to expand into military spaces — another culture historically tied to drinking. “The same tools we use to change our mindset around alcohol can be applied to other habits like sugar or vaping. It’s all about education and empowerment.”

As Gen Z is drinking less, we have a chance to rethink the frameworks that shape how we live, connect, and cope — starting in early adulthood and extending across our lives.

A New Way Forward

The numbers don’t lie. Gen Z is drinking less, and that shift is more powerful than it might seem at first glance. It’s not just about skipping a drink — it’s about questioning the norm, pushing back on pressure, and choosing what actually feels good. It’s about creating a culture where you don’t have to drink to belong, connect, or have a good time. And let’s be honest — that’s something many of us have quietly wished for, even if we didn’t know how to say it.

This generation is proving that you can socialize without booze, thrive without hangovers, and succeed without using alcohol as a social crutch. As Annie Grace puts it, “We’re not broken — we’ve just never been taught to question something that’s everywhere.”What if we all took that cue? What if we looked at alcohol with fresh eyes and gave ourselves the freedom to wonder what life might look like with less of it? No judgment, no pressure — just curiosity. You don’t have to fit into a label or swear anything off forever. You just have to ask the question: “What would change if I took a break?”

Crushing Norms

Gen Z is leading a new kind of revolution — one rooted in clarity, self-respect, and real connection. And the best part? It’s not just for Gen Z. This movement is for anyone who’s ready to rethink things, even just a little. Maybe that’s you.

So if you’ve been feeling that push — that quiet thought that maybe you’d like to drink less too — you’re not alone. And you’re in exactly the right place to start.