25% of Gen Z Brits are sober 🤔

Check out some of our favourite sober creators

Is that higher or lower than you thought?

According to a recent CORQ newsletter, this correlates with the rise in sober influencers. Creators such as Steph Elswood and Spencer Matthews have launched non-alcoholic spirit brands, while other creators are forming communities to support those going through sobriety journeys. Millie Gooch founded Sober Girl Society, and Olly Bowman recently organised an alcohol-free party where tickets sold out in three minutes.

#Sober has 4.6M posts and #sobriety has been tagged 2.7M times across Instagram, while the same hashtags have 1.5M and 791K TikToks, respectively.

Creators are sharing everything from addiction conversations to alcohol-free moments of joy and normalising sober socialising. It's these raw, honest and pioneering posts that are garnering such attention from like-minded and sober curious young adults, and it's a topic we expect to become more mainstream as we lead up to the historically very boozy Q4 and Dry January 2026.