Gen Z are REFUSING to drink alcohol in latest 'rebellion against norms'
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Gen-Zers are the latest generation to embrace the non-alcoholic drink movement in their latest act of rebellion, according to a new anthropology study. The study, led by Charles Spence, professor of experimental psychology at Oxford University, explored people's attitudes and experiences related to non-alcoholic drinking as part of a wider Heineken campaign.
![[They found that not only is Gen-Z open to drinking non-alcoholic products, but they even deem the choice as 'cool']](https://i.dailymail.co.uk/1s/2025/01/14/16/94083029-14264527-image-a-290_1736872122130.jpg)
They found that not only is Gen-Z open to drinking non-alcoholic products, but they even deem the choice as 'cool.'. And, according to Spence, the acceptability of low and non-alcoholic drinks is at a high. The study, which surveyed 11,842 adults across five developed non-alcohol beer markets - the UK, USA, Spain, Japan and Brazil, found that 34 percent of Gen-Z received 'positive feedback for choosing them in social settings.'.
![[The study, led by Charles Spence, Professor of Experimental Psychology at Oxford University , explored people's attitudes and experiences related to non-alcoholic drinking as part of a wider Heineken campaign]](https://i.dailymail.co.uk/1s/2025/01/14/16/94086561-14264527-image-a-300_1736872453040.jpg)
And, 37 percent of adults who had consumed low alcoholic drinks reported that their friends, family and colleagues had a 'positive response' to their choice, according to the professor. 'Maybe initially, with the emergence of non alcoholic drinks, people kind of do that all or nothing thing,' Spence told DailyMail.com exclusively.
![[Their study uncovered that one-third of Gen-Z in these five markets had felt societal pressure to drink in various social situations, while 21 per cent were 'called-out' when choosing a non-alcoholic beverage]](https://i.dailymail.co.uk/1s/2025/01/14/16/94083031-14264527-Their_study_uncovered_that_one_third_of_Gen_Z_in_these_five_mark-a-2_1736872942385.jpg)
'You're either an alcoholic drinker or a non alcoholic one,' he continued. 'And now it's more you see more people touching, alternating, doing both.'. Gen-Z'ers are the latest generation to embrace the non-alcoholic drink movement in their latest act of rebellion, according to a new anthropology study.
