A sobering reality check for the future of alcohol
A new Gallup poll finds that 65% of 18 to 34-year-olds now believe moderate drinking is harmful
America has changed its mind on many things over the years: politics, seat belts, cigarettes, running for fun, nerd culture, Lance Armstrong, food trucks, electric vehicles, Abercrombie & Fitch, whether we’re about to have a recession… and more.
The latest? Alcohol.
A new Gallup survey reveals a growing consensus that alcohol consumption might be detrimental to our health, with 45% of respondents believing that moderate drinking, defined as one or two drinks daily, is harmful. That’s a larger share than the 43% who think it makes no difference, and the (diminishing) group who view moderate drinking as healthy — a stark contrast to the attitudes of the early 2000s.
The changing perception is particularly pronounced among younger generations.
A whopping 65% of 18 to 34-year-olds — a demographic once synonymous with heavy drinking — now believe moderate drinking is harmful. That’s significantly more than the 39% of those aged 55+ who share this view, and it’s opening new markets for no- or low-alcohol drinks companies like Athletic Brewing, which was recently valued at $800 million.
What's behind this dramatic shift?
So many things. Large studies, including one highlighted in the NYTimes this week, as well as the rise of health-focused media, such as the Andrew Huberman podcast, are talking up the dangers and damage that alcohol can cause — as are the changing demographics of younger generations.
As the allure of alcohol diminishes, some Americans are embracing other substances, such as marijuana, for relaxation. In fact, one study found that the number of daily or near-daily cannabis users has now surpassed that of frequent drinkers.
