Teens are drinking less than their parents' generation, but a new report suggests some of the reasons behind this shift may not be positive. According to the Monitoring the Future study from the University of Michigan, the decline began in the late 1990s and accelerated in the early 2010s. In 2024, only 41% of 12th graders had consumed alcohol in the past year, compared to 75% in 1997. Similar declines were seen among 10th and 8th graders.
Key Factors Driving Sobriety
Gen Z researcher Rachel Janfaza identifies three main reasons for increased sobriety: changes in social life, body optimization culture, and economic pressure. "The way we socialize post-Covid is just really different," she says, pointing to the rise of social media as a "perfect storm for a change in how we hang out."
Social Life and Loneliness
Young people who grew up during Covid lockdowns found their social lives limited to families, missing out on peer development. This made them accustomed to online interactions rather than in-person gatherings, where alcohol is often consumed.
Body Optimization and "Looksmaxxing"
Social media has exacerbated body image concerns. The popularity of GLP-1 drugs like Wegovy and Mounjaro has revived a skinny culture, discouraging consumption of calorific drinks like beer and sugary cocktails.
Economic Pressures
Soaring costs also contribute to reduced drinking. Janfaza describes Gen Z as a generation of "late bloomers"—they are drinking less, having less sex, and getting driver's licenses later.
Broader Substance Use Decline
The trend extends beyond alcohol. Marijuana use among 12th graders fell to 26%, the lowest in 30 years. Nicotine vaping dropped from 35% in 2020 to 21% in 2024. Among US adults, only 54% reported occasional drinking in 2025, down from 60% between 1997 and 2023.
Parental Guidance
Janfaza urges parents to help alleviate stressors and encourage face-to-face interactions. Families must understand "how it might mentally affect their children to live in a world where it feels like someone is always watching, and they're constantly meant to be turning out a version of themselves that is the best online presence possible."
