Gen-Zers are the latest generation to embrace the non-alcoholic drink movement in their latest act of rebellion, according to a new anthropology study. 

The study, led by Charles Spence, professor of experimental psychology at Oxford University, explored people’s attitudes and experiences related to non-alcoholic drinking as part of a wider Heineken campaign. 

They found that not only is Gen-Z open to drinking non-alcoholic products, but they even deem the choice as ‘cool.’

And, according to Spence, the acceptability of low and non-alcoholic drinks is at a high. 

The study, which surveyed 11,842 adults across five developed non-alcohol beer markets – the UK, USA, Spain, Japan and Brazil, found that 34 percent of Gen-Z received ‘positive feedback for choosing them in social settings.’ 

And, 37 percent of adults who had consumed low alcoholic drinks reported that their friends, family and colleagues had a ‘positive response’ to their choice, according to the professor.

‘Maybe initially, with the emergence of non alcoholic drinks, people kind of do that all or nothing thing,’ Spence told DailyMail.com exclusively.

‘You’re either an alcoholic drinker or a non alcoholic one,’ he continued. ‘And now it’s more you see more people touching, alternating, doing both.’

Gen-Z’ers are the latest generation to embrace the non-alcoholic drink movement in their latest act of rebellion, according to a new anthropology study

They found that not only is Gen-Z open to drinking non-alcoholic products, but they even deem the choice as 'cool'

They found that not only is Gen-Z open to drinking non-alcoholic products, but they even deem the choice as ‘cool’

According to the study, a fifth of drinkers will moderate between alcoholic and non-alcoholic beverages during evening social gatherings with family or their friends. 

The professor explained that when it comes to the older generations, due to historic cultural and societal pressures, they sometimes feel like they have to justify their decision to opt for a non-alcoholic drink more than the youngsters.  

‘The younger generation maybe feel a bit more that they can sort of define themselves by their sort of deliberate choices, and aren’t having to make that same justification of, “why do something different from before?”‘ Spence told DailyMail.com.

‘I’m making an informed choice for myself, but I’m sort of maybe happy to be defined in that way. I made a sort of deliberate, sensible decision.’

But some Gen-zers are opting out of alcohol for health reasons, too.  

The study found that the Zoomer generation believes that 0.0 alcohol is a healthier option, as they’re ‘tied to well-being and low-calorie alternatives.’ 

Spence explained that this could be because Gen-Z tends to tune into TV shows that show people consuming less alcohol. 

He said unlike the show Cheers, which was set in a bar, airing in 1982, some modern television shows ‘normalize having fun without alcohol.’

The study, led by Charles Spence, Professor of Experimental Psychology at Oxford University , explored people's attitudes and experiences related to non-alcoholic drinking as part of a wider Heineken campaign

The study, led by Charles Spence, Professor of Experimental Psychology at Oxford University , explored people’s attitudes and experiences related to non-alcoholic drinking as part of a wider Heineken campaign

Their study uncovered that one-third of Gen-Z in these five markets had felt societal pressure to drink in various social situations, while 21 per cent were 'called-out' when choosing a non-alcoholic beverage

Their study uncovered that one-third of Gen-Z in these five markets had felt societal pressure to drink in various social situations, while 21 per cent were ‘called-out’ when choosing a non-alcoholic beverage

But interestingly enough, even though Gen-Z may be embracing the non-alcoholic drink movement, they’re still the group facing social pressures around alcohol consumption the most.

Their study uncovered that one-third of Gen-Z in these five markets had felt societal pressure to drink in various social situations, while 21 percent were ‘called-out’ when choosing a non-alcoholic beverage. 

In particular, Gen-Z men who are above legal drinking age are among the most likely to feel like ordering a non-alcoholic drink could be seen as a ‘social faux pas.’ 

Spence and Heineken aren’t the first to have caught on to Gen-Z’s drinking trends, though.

A recent TIME Magazine piece shared that Gen-Z has started to cut back on their alcohol consumption, citing data from a 2023 Gallup survey which found that young adults are drinking ‘less frequently.’

They found that 62 percent of adults under the age of 35 say that they drink, a number that is ‘down from 72 percent two decades ago.’

The world-famous Cleveland Clinic even explored the subject in 2023, reporting that researchers had found an eight percent increase in college students who abstained from drinking from 2000 to 2018.

Similarly to Spence, experts at the Cleveland Clinic believed that Gen-Z stayed away from alcohol due to their desire for a healthier lifestyle, as well as a greater awareness towards mental health.

Having more education around the effects of alcohol may also play a role in the decrease, they suggested. 

Of course, there are risks associated with drinking alcohol.

Drinking excessive amounts of alcohol for long periods of time can lead to medical problems like heart disease, liver disease, and high blood pressure, among others, per The Centers for Disease Control and Prevention.

Earlier this month, US Surgeon General Dr Vivek Murthy issued a new advisory recommending that all alcoholic beverages include a cigarette-style warning on their packaging. 

He said that research from other countries had shown that pictures showing the health effects of smoking would work better for alcohol. 

Alcohol is as one of the leading preventable causes of cancer in the US, the advisory notes, linked to nearly 100,000 cancer cases and about 20,000 deaths each year.

Research over the past four decades has revealed a ‘causal relationship’ between alcohol use and increased risk for at least seven different types of cancer, including of the breast, colon, liver and throat.

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Read more at DailyMail.co.uk