A recent article from The Cord explores the rise of the sober curious movement, particularly among Generation Z (Gen Z). The piece highlights how shifting Social Values, financial considerations, and a focus on health and wellness are driving this generation to drink less than previous ones.
As part of the article, The Cord spoke with our very own Noa Friedman, Senior Research Associate at Environics Research, who shared insights from our Social Values research on Gen Z. Noa explains how different segments within Gen Z have distinct motivations for reducing alcohol consumption, from prioritizing wellness to seeking deeper social connections in smaller group settings.
Noa also noted that economic factors and a willingness to explore new non-alcoholic beverage options contribute to this trend, suggesting that sober curiosity is more than a passing fad—it reflects a broader cultural shift.
Read the full article on The Cord here:
Graphic by Rytham Sahini, Creative Director at The Cord
