Firstly, what does the night out of today look like?
And if Gen Zers aren’t drinking as much, what are they doing?
The idea that they aren’t drinking at all is a bit of a myth. In fact, they’re drinking about 20% less alcohol, and this is largely due to the ‘LoNo’ movement, where the generation tends to choose lower ABV drinks, such as Seltzers and lite beers, over the stronger drink choices of the past: no more “shots, shots, shots” (Lil Jon will be very disappointed).
They are still going out - especially those at university - but the big shift has come in mindset, and in particular in embracing acceptance as a quality.
As Gen Z are far more accepting and understanding of their peer’s different religions, genders, sexualities and choices, there’s also a lot less peer pressure.
That has created an atmosphere at pre-drinks, pubs and parties that you don’t have to drink if you don’t want to, and actually that it’s cool to be headstrong and say no when everyone else is saying yes.
In the past, however, you’d be wrestled by toxic masculinity-style peer pressure to drink more, (that is if you weren’t the one doing the pressuring).
The below snippet from Vice on Gen Z and their party habits is pretty telling:
“If you're the one person throwing up and having to cut everyone's night short, you no longer gain lad points, but rather become a bit of an inconvenience or burden. It's also becoming far more acceptable to be "that person" who doesn't drink or take drugs, and our generation is respecting that more, instead of swapping your Ribena for a vodka-cranberry when you're not looking”.