Booze up: is gen Z’s ‘sensible’ relationship with alcohol moving towards hedonism?

Reports those born between 1997 and 2012 are ditching clean-living ways don’t tell whole story, say experts

Gen Z have long been hailed as “generation sensible” – dozens of articles have charted how they drink less alcohol, exercise more, eat a more healthy diet and have ditched night clubs for book clubs.

But could that be about to change? Recent data has shown the proportion of gen Z – those born roughly between 1997 and 2012 – who are of legal drinking age and have consumed alcohol in the past six months has increased by 7% between 2024 and 2025.