Alcohol Consumption In Gen Z, Millennials, Gen X, And Baby Boomers

Which Generation Drinks The Most Alcohol?

There is more to generational differences than lifestyle choices, music, financial perspectives, and fashion; alcohol consumption differs widely between younger and older generations.

For example, baby boomers are the generation with the most dramatic increase in harmful alcohol abuse. In contrast, Gen Z prefers the sober lifestyle as they are known to consume alcohol much less than any of their older counterparts, including millennials.

Not only has alcohol consumption shifted over generations, but societal views on alcohol, types of alcohol consumed, and the influence of social media have also shifted over time and generations.

Baby Boomers

Baby boomers born between 1946 and 1964 are approximately 60-75 and are most likely retired or nearing retirement. This “grandparent” cohort is called the baby boomer generation because of the dramatic increase in the birth rate after U.S. soldiers returned home from World War II.

Not only was there an increase in children being born, but this period marked an increase in alcohol use, experimentation with drugs, and increasing child abuse rates tied to alcoholism.

In the 1960s, alcohol was a crutch to overcome the ongoing heartbreak of WW2, as well as the glue that held every social interaction together. It was normal to drink in the office, at home, and at most social functions.

These baby boomer children grew up watching their parents drink regularly, and as this generation matured, they continued to drink with no awareness or knowledge concerning the health risks and dangers of alcohol use.

Alcohol As A Coping Mechanism For Baby Boomers

Using alcohol was a normal way of life growing up in the boomer generation. Today, this generation still has the highest rate of alcohol use and misuse, most likely because of the social norms from their upbringing.

These life habits are difficult to break, but other risk factors are also involved. As people age, they encounter triggers that may lead them to misuse alcohol, such as:

• Retirement
• Boredom
• Social isolation
• Grief

As this population ages and enters into a new stage of life that often brings feelings of loneliness and confusion, drinking habits can escalate.

Retirement often brings up questions such as “What do I do now?” and “What is my purpose in life?” especially when a career is strongly linked to one’s identity.

Additionally, losing loved ones, especially a spouse, can trigger the urge to drink as a crutch to deal with feelings of grief. Losing loved ones and learning to live alone for the first time in one’s life can feel extremely isolating, which can trigger depression and anxiety.

Statistics on the drinking patterns of baby boomers include:

• Over the past two decades, 65% of baby boomers continue to drink, and the number of these adults who are older than 65 years old have a 25% higher drinking rate than the national average.
• Rates of alcohol use disorder in this population are skyrocketing, increasing upwards of 85-110%.
• Approximately 20% of adults aged 60-64 and 12% over age 65 report current binge drinking.
• According to the U.S. Centers for Disease Control and Prevention (CDC), 38% of all alcohol-related deaths in 2020 and 2021 were people 65 years old and older.
• According to research, beer and wine are the drinks of choice for baby boomers.

Boomers’ Impact On The Healthcare System

Alcohol misuse in the baby boomer population is taking a toll on the U.S. healthcare system by contributing to accidental falls, liver disease, heart disease, diabetes, and dangerous interactions with prescription medications.

Trying to change this mindset and behavior within the baby boomer population is a steep uphill battle because there is a lifelong attitude shaped around alcohol without any awareness or education associated with the harms of alcohol use. There must be a combination of the desire to change and a concerted effort from public health campaigns and healthcare professionals.

Generation X

Generation X includes individuals aged 43-58 and born between 1965 and 1980. This generation is much smaller than the previous boomer generation in terms of birth rate and a smaller age span. It is often called the “forgotten generation” because they are sandwiched between the two infamous generations of boomers and millennials.

This generation is known as the “Latchkey Generation,” coined from children returning from school to an empty home and needing to use a key to let themselves in. This is because their parents often worked out of the house and practiced “free-range parenting,” a parenting style focused on encouraging independence with limited parental supervision.

This generation grew up in the “technology era” as the world transitioned to computers, the internet, and MTV. Alcohol studies and statistics are lacking for this “forgotten generation.” Still, according to the CDC and a variety of polls and studies, this generation is considered a generation of heavy drinkers, though not as much as the previous baby boomer generation.

Purchasing Power Drives Gen X Alcohol Consumption

Gen X is at the peak of their careers and is known to have the highest purchasing potential for alcohol because they have a higher disposable income compared to younger generations and are not on a fixed retirement income like their boomer predecessors.

Generation X maintains the highest average household income of all the generations, with a spending power of $2.4 trillion. This makes them the leading demographic in wine and fine wine consumption, surpassing the previous boomer generation in wine sales. This wine-drinking generation is known to purchase wine based on their individual preference and taste rather than current trends, and they drink as a way to relax, which differs from the boomer generation, who uses alcohol as a coping method. Although wine is the top preference for Generation X, they are also known to strongly prefer popular spirits such as whiskey and vodka.

Millennials

Millennials, a generation who grew up through “the turn of the century,” were born between 1981 and 1996 and are currently between the ages of 28 and 43. They are often known as the “selfie generation” as they are the first generation driven by social media and are the most active demographic on social media, with approximately 86% of millennials on social media.

Notably, they were the first generation to have alcohol and drug education in school. DARE, the “just say no to drugs” campaign, launched during the primary school years of the millennial’s upbringing. Social media is a crux when it comes to millennial alcohol consumption, as the majority of brands use social media as their primary advertising channels. Due to this, dangerous popular trends such as the binge drinking trend borg and alcohol games have come to life via social media.

Conversely, social media has been the main source of public awareness campaigns associated with the risks and dangers of alcohol misuse. This shift in alcohol awareness may be responsible for the slight downward trend in alcohol consumption within this generation compared to the generations before them.

Millennials Still Drink Too Much, But They Are More Aware

In general, statistics show that younger millennials under the age of 35 are drinking less compared to their older millennial counterparts. The millennial generation prefers wine and craft cocktails, overtaking the after-work happy hour scene. Although alcohol consumption is trending down among millennials, there are still high rates of alcohol consumption and misuse. The difference is that millennials are aware they are drinking too much and know the consequences that alcohol can have on the mind and the body.

Gen Z

Gen Z is the first generation to take a noticeable stance on abstaining from alcohol. Generation Z is the generation of people born between 1997 and 2012. In 2024, this generation ranges from 12 to 27 years old. They are known as the “sober curious” generation, the “digital natives,” or “zoomers.”

Why Is Gen Z Drinking Less?

A World Finance report shows that Gen Zers drink, on average, 20% less than millennials, who also drink less than older generations. This decline in alcohol consumption has been attributed to the increased awareness of the dangers and effects of alcohol and the rise of health consciousness as a lifestyle.

Almost 86% of the Gen Z population believe that their mental health is as significant as their physical health when considering drinking alcohol. This shows that public health campaigns and education are successful even if they take decades to have an overall effect.

Most members of Gen Z are the children of younger baby boomers or Generation X, and watching their parents develop health complications from excessive alcohol use may also be a driving force of why this younger generation is more conscious when it comes time to alcohol consumption.

Socializing within this generation has changed from in-person to online, as digital spaces are where this generation spends their time engaging with others. Alcohol consumption is not a central activity in digital space social gatherings compared to in-person bar happy hours. Hence, there is a natural decline in drinking while socializing among Gen Zers. They are choosing to socialize in more sober environments, which is why mocktails and alcohol-free bars are becoming more popular. Instead of using alcohol as a social lubricant, this generation is focusing more on being “present.”

The same goes for their mental health; instead of using alcohol as a crutch or as a way to overcome their struggles and sorrows, they are instead refraining from alcohol, going to therapy, yoga retreats, having honest conversations about mental health, and taking up healthier lifestyles that involve exercise and nature.

What Is Gen Z Drinking?

Adopting a mindful drinking approach not only means drinking less but also drinking differently. This generation prefers to drink champagne, pre-mixed cocktails, hard kombucha, and other spirit-based seltzers. A Statista consumer goods report shows that 25% of the market share for spirit-based seltzers is attributed to consumers aged 21 to 34, more than any other age group, and tequila is their first choice of spirits. Gen Zers prioritize experiences and quality when it comes to their beverage choices.

Social Media’s Influence On Alcohol Consumption

Social media has played a significant role in alcohol consumption in terms of drinking less, mindful drinking, and mental health awareness. Millennials were the first generation introduced to social media, and Gen Z was the first generation to grow up with it. Both generations have shown declining rates of alcohol consumption compared to older generations.

The visibility of healthier lifestyles on social media, public health campaigns, mental health advocates, and “influencers” have played a positive role in reducing alcohol consumption, especially among the Gen Z population. Influencers share workouts, healthy eating, the benefits of therapy, and their personal experiences with “Dry January” and other sober trends.

The content that younger generations are consuming on social media is having an impact on their perceptions and decisions on alcohol consumption, mental health, physical health, and lifestyle choices.

Ready To Explore A Sober Lifestyle?

While rates of alcohol use are declining, alcohol misuse still effects every generation. If you are struggling with alcohol addiction and are ready to get help, explore our rehab directory or contact a treatment provider today. They can answer your rehab questions and help get you started on your recovery journey.