Why Gen Z Is Drinking Less Than Older Generations

While many older generations are full steam ahead with Dry January goals, Gen Z has been moving away from alcohol well before the start of the new year. Gen Z is defined as the generation born between 1997 and 2012. Recent data shows that this generation is drinking far less than older adult Americans. For example, a Gallup poll recently detailed a 11% drop in the number of adults between the ages of 18 to 24 who had at least one alcoholic beverage within the last week between the years 2001 and 2023.

Why is Gen Z drinking less than older generations? Here are a few of the most common reasons for the abstinence in this age group.

Increased Priority on Health

When compared to older generations, Gen Zers are far more concerned about their physical and mental health. A 2024 study out of McKinsey & Co. detailed that 56% of those who identify as Gen Z consider their personal fitness to be a "very high priority." This compares to 40% of all American adults overall.

In addition to physical health concerns, this generation is also more conscious of the negative impacts on mental health that are often blamed on alcohol. Gen Z is far more likely to reach out for mental health support when compared to millennials, Gen Xers, and baby boomers. A key tenet of many mental health programs focuses on abstinence, making Gen Z avoid alcohol entirely

Influence of Technology, Specifically Social Media

Research also points to the rise in technology, specifically social media, as a reason that Gen Z does not indulge in booze as much as prior generations. In the past, teenagers would gather around a keg of beer when socializing. In today's digitally connected world, teenagers are more likely to spend time together virtually.

The latest data reflects the belief that teenagers are not using alcohol as a centerpiece of their social life. For example, 64.4% of high school seniors confirmed that they had been drunk at least once in their lives back in 1991. This compares to only 33% of high school seniors who reported the same in 2024. It is not a coincidence that this steady decrease came during the time when smartphones and social media became a cornerstone of the average teenage experience.

Affordability and the Economy

Drinking is an expensive habit. As such, it makes sense that Gen Z is drifting away from alcohol in this challenging economy. According to a Bank of America study, 33% of Gen Zers said that they were worried about their personal finances. Of that number 52% said that the poor economy is the primary reason why they were concerned about money. A majority of those surveyed said that they are trying to spend less in an effort to enjoy more financial stability.

Hence, it is no surprise that the average American household is spending less money on alcohol overall when compared to just a decade ago. A study from RaboResearch noted that the average adult over the age of 30 spends 0.74% of their income on alcohol. This compares to 1.1% just ten years ago.

Legalization and Availability of Marijuana

The legalization and increased availability of marijuana are also playing a big part in Gen Z backing away from alcohol as a form of entertainment. Marijuana is now the leading cause of Gen Z's decision to lean on alcohol use. According to a survey from New Frontier Data, 69% of American adults ages 18 to 24 stated that they prefer marijuana over alcohol.

This trend is likely to continue with more states legalizing marijuana. The latest numbers from DISA Global Solutions indicate that 40 states had legalized medical marijuana as of December 2025. More than 20 states have legalized the recreational use of the drug.

Despite the decrease in drinking overall within Gen Z, some health experts warn that binge drinking is still a legitimate concern with this generation. Binge drinking is defined as drinking a large quantity of booze over a relatively short period of time. According to the National Institute on Alcohol Abuse and Alcoholism, binge drinking is widely considered to be four to five drinks within just two hours for the average adult.

Research backs up the prevalence of binge drinking in the U.S. A National Survey on Drug Use and Health study in 2024 demonstrated that 21.7% of adults 18 and older reported having a binge drinking episode in the past month. So while the everyday drinking may be down, binge drinking is still a problem across all generations. In short, Americans are more likely to avoid the nightly glass of wine in favor of "saving" up their alcohol use for one night of the week.

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