THE SOBEREST
When health is the game and content is the currency, an Erewhon smoothie beats a cocktail any day. Find out why Gen Z is the most sober generation to-date, and what that means looking forward.
MOVEMENT 003
Unlike previous generations that often associated socializing with alcohol, the youth of today are redefining what it means to have a good time. Their desire for an enjoyed experience is trumping any activity that may interfere - while some may view drinking as a way to ‘heighten’ an experience, young people are thinking bigger picture.
They understand the limitations being inebriated carries and the various health risks associated.
“It’s been in the zeitgeist for a few years now. And people are realizing that it’s just as cool to choose whatever you want to do with your body when it comes to your diet and your health,” John Wiseman, founder of Curious Elixirs
When they do drink, they do so in a controlled manner - similar to the research we found around smoking in Movement 001, an underlying sense of self control and responsible consumption seams to be weaving its way through many vices that previous generations have struggled to control.
That’s not to say younger generations have found a solve for addiction. You could argue that by comparison the act of paying for an uber to go drink several $20 drinks at a bar miles from their apartment pales in comparison to the algorithms at their fingertips. So, is it really self control or have the vices of our parents just become too much of an effort to indulge in?
Let’s assume that’s not the case, and that young people truly are on a path to improved health and well-being - what else is driving the movement?
Well, that algorithm in their pocket is certainly fueling some of it. The rise of the ‘sober influencer’ and the desire for a healthy lifestyle (real or perceived) is occupying more and more headspace.
When health is the game and content is the currency an Erewhon smoothie beats a cocktail any day. An expensive smoothie says ‘not only do I take care of myself, but I make good money and I’ve got things to do after this’.
Professional influence has changed, too. Sexy and powerful isn’t about being forced to wear a suit, do someone else’s work, and sit in an office with the occasional reward of a whiskey. It’s about purpose, confidence, and self-reliance. It’s about using your strengths to unlock freedom for yourself and those around you.
Roughly 50% of Gen Zers are interested in starting their own business. The idea that they are trying to communicate this ‘professional self’ in their lifestyle choices is no surprise.
While smoking has made a comeback on the big screen in a sexy and provocative way - cinematically elevating a character or environment, alcohol hasn’t seen the same grace. Instead, it’s often used to represent character decline or an unstable environment.
One hypothesis for this portrayal is its relationship to young people. Depending on their age, this generation has occupied a world largely void of certain vices. And when something has been out of style for long enough, it inevitably comes back cooler than ever.
Maybe smoking is benefiting from its temporary hiatus and alcohol is sliding into its own. Or maybe in a period of increased social isolation the idea of appearing healthy is a more attractive quality to portray when looking for a mate.
Whatever the motive, the reality (or perception) of health and forward momentum is winning.
MARKET SIGNALS:
01 Health is wealth
When you’re in a natural state of self-evolution and discovery - identifying what works, and what doesn’t is always top of mind: what makes me feel good, what makes me look good to potential mates, what accelerates my lifestyle, what do people think of me, what gives me energy. While not always the most healthy of thoughts, the realization that alcohol is largely a reductive practice is an inevitable conclusion, and something we see to continue.
02 Anti-inhibited
Young people do not want to be locked down. That’s as relevant in their careers as it is during a night out with friends. If drinking is going to add expense, time, or complication to a routine, it’s a no-go. Brands should focus on the limitations or ‘reasons not to buy’ as much as the contrary.
03 Alt. beverages
You will continue to see the introduction of zero-proof offerings from existing players and the launch of new brands in this space. The pre-conceived idea of ‘grabbing a drink’ will become broader and more accepting. Consumption will continue to be a social endeavor, but will transition to be one of many occasions that evening. It will also be accompanied by new activities, previously prohibited by being intoxicated.
04 Mainstream
Something relatively unseen to-date is the representation of non-alcoholic beverages in media (movies/TV). We believe this will be the next big unlock for brands in this space to gain further traction and market share. In addition, it will fuel the continued rise of the space.
05 New new
Opportunity is sprouting in other beverage categories as well. Companies like Liquid Death, an edgy and exciting canned water company (yes I just said that) has grown to a valuation of $700m in its first 4 years of business, driven largely by its position as a substitution for beer. Entrepreneurs will continue to unlock opportunities associated with this movement away from alcohol seen in younger generations.