Gen-Z, which includes people born between 1997 and 2012, is often seen as notorious, bold, and pragmatic. Many assume they are reckless, disrespectful, and more likely to indulge in alcohol or other substances due to social media and other influences. However, a surprising new study reveals a very different story. According to recent data by Euromonitor International, 36% of Gen-Z adults have never consumed alcohol. Yes, that’s true! The research also dives into an intriguing concept known as zebra stripping. What is it? How does it work? Curious to know? Well, here’s everything you must know!
The recent global report by Euromonitor International reveals that 36 percent of Gen-Z adults have never consumed alcohol, pointing to a striking shift in social attitudes and lifestyle priorities among young adults.
The result actually reverses decades of societal expectations among Gen Z. Unlike previous generations that viewed drinking as an important part of socializing, many Gen-Z adults are choosing to abstain from alcohol.
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According to the findings, most of the respondents mentioned health and fitness concerns as a reason to abstain from alcohol. About 87% respondents showed awareness about the long-term health risks associated with drinking.
Other respondents (about 30%) mentioned that they do not drink to save money. The remaining expressed emotional awareness, preferring clarity and mental balance over intoxication.
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The digital culture, where a single viral video can define someone’s reputation, has also played a significant role. With people being image-conscious all the time, behaving responsibly now marks maturity and control.
Interestingly, the study also introduces the concept of zebra-stripping. It is a behavioral pattern that actually explains Gen-Z’s lifestyle most thoroughly. Zebra-stripping refers to the tendency among them to consciously alternate between being responsible and rebellion.
Much like the black and white stripes of a Zebra, this duality allows them to blend in when they wish to, yet stand out when it is necessary. For example, many Gen-Z adults reject the harmful traditions but still value social connections and wellness. They may boycott alcohol but still embrace other nightlife alternatives like sober parties, mocktail bars, or wellness retreats.
Zebra-stripping is not just a social observation but a framework for understanding a generation that values authenticity without abandoning intelligence.
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Also Read: Are You Drinking Too Much? 6 Signs You Might Be Overdoing It (And What to Do)
Brands and industries have been quick to notice this trend. The rise of non-alcoholic beverages, functional drinks, and experiences focused on wellness reflects this shift.
The study also highlights that the alcohol consumption rate has steadily gone down from 23% people drinking weekly in 2020 to only 17% in 2025. The sale of non-alcoholic drinks has also seen a 17% increase, showing consumers’ shift to a healthier lifestyle.
For many Gen-Z individuals, drinking no longer carries the same symbolism it once did. Instead, refusing alcohol can represent independence, control, and mindfulness.
