Are Gen Z the sober generation?

category - alcohol
category - millennials
sector - food & drink
category - generation z
category - society
sector - youth
type - opinion
sector - food and drink
Gen Z are making the news for their non-drinking and non-smoking habits. Beyond implications for businesses across several sectors – hospitality, health and wellness, and of course, food and drink, Gen Z sobriety is also affecting governments through lost tax revenue.

‘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

Published by:

30 October 2023

Author: Gabriela Białkowska, Marta Indeka, Simar Deol and Alice Crossley

Image: Sippers, UK



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