‘A £4.7bn [$5.7bn, €5.4bn] has been removed from tax revenue alone as Gen Z embrace alternative ways to recreate, hang out and redefine pleasure,’ explains Martin Raymond, The Future Laboratory’s co-founder and editor-in-chief.
Delve deeper into our analysis of sober-forward innovations in No-lo Taste Lifts, Sober Bars, Tinned Tipples, and Care Collectives. LS:N Global members can find our latest Food and Drink Futures report here.
30 October 2023
Author: Gabriela Białkowska, Marta Indeka, Simar Deol and Alice Crossley
Image: Sippers, UK
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