Gen Z drinking less than previous generations

A narrative we’ve heard frequently in recent years: Gen Z drinks less than previous generations

But new research challenges that assumption.
A recent study from University College London following nearly 10,000 young people found that binge drinking among Gen Z increases sharply between the late teens and early 20s.

Research shows that by age 23:
• 68% reported binge drinking in the past year
• Monthly binge drinking rose from 10% at age 17 to 29% at 23

At the same time, other behaviours also increased during this transition into early adulthood:
• Cannabis use rose from 31% to 49%
• The share trying harder drugs increased from 10% to 32%

The findings suggest something important: lifestyle narratives about generations can oversimplify reality. While younger teens may appear more “health-conscious,” behaviours often shift significantly once people enter university, work and more independent social environments.

For the industry, it suggests a need to look beyond broad generational labels and focus more closely on life stages. University, first jobs and early independence can significantly reshape social and drinking occasions. Understanding how behaviours evolve through early adulthood may be more valuable than assuming a single “Gen Z” pattern.