RECORD numbers of young adults are avoiding alcohol – with more than a third of under-25s now abstaining.
The top reasons Gen Z – those ages 18 to 24 – disdain alcohol include concerns about hangovers, emotional distress and the rising costs of nights out.
Many young people also fear that unflattering photos of them drunk will appear on social media.
Young revelers who take part want “fancy drinks”, a report claims, with 37 per cent preferring to drink drinks that are trending online.
Almost half said their “online image” was in the back of their mind when they drank, often ordering “more sophisticated” drinks such as cocktails or champagne – known as “liquid accessories”.
And two thirds said they visited a bar for pub games or quiz nights rather than getting blurred.
A similar number agreed that health was important when choosing their drink, with Gen Z opting for low-alcohol or no-alcohol alternatives an average of 2.1 days per week – the highest of any age group.
The survey of 2,000 Brits by advertising agency Red Brick Road found that 27% of all adults now class themselves as non-drinkers, up from 13% two years ago.
That number jumps to 36 percent for 18- to 24-year-olds — up from 24 percent in 2022.
Around 16 percent of adults identify as “flexi” – meaning they alternate between alcoholic and non-alcoholic drinks. And 57% describe themselves as drinkers.
Red Brick Road said the research should be a wake-up call for the alcohol industry and struggling pubs.
Boss David Miller said: “There are some incredibly positive opportunities for savvy brands to align with or take advantage of.
“There is a huge economic opportunity in catering to new behaviors rather than marching to the same beat.”
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