A rising number of Gen Z are turning to drink as they enter the workforce, a new study has revealed.
Despite being known as the latest generation to shun alcohol, it turns out they might not be as embracing clean living as much as first thought.
A survey of more than 26,000 people found that 73 per cent of Gen Z respondents have consumed alcohol in the past six months across the world’s 15 biggest drinks markets.
In the UK, there has been an increase from 66 per cent to 76 per cent, with no other generation experiencing such an upturn.
Richard Halstead, the head of consumer insights at IWSR, suggested previous surveys indicated that young people were drinking due to cost of living crisis.
He said: ‘The idea that Gen Z drinkers are somehow fundamentally different from other age groups isn’t supported by the evidence. For instance, we know that beverage alcohol consumption correlates with disposable income, and Gen Z came of age during a cost of living crisis.
‘Rising prices have been especially acute in bars and restaurants — places that appeal most to Gen Z drinkers.
‘With every year that passes, more Gen Z drinkers are entering the workforce, and those already in the workforce are typically earning more.’
A survey of more than 26,000 people found that 73 per cent of Gen Z respondents have consumed alcohol in the past six months across the world’s 15 biggest drinks markets
In the UK, there has been an increase from 66 per cent to 76 per cent, with no other generation experiencing such an upturn
Gen Z still remains less likely to drink than the rest of the population, with the survey finding that millennials, those aged between 28 and 44, were the most likely to drink.
In the past six months, 83 per cent of millennials said they had drunk alcohol followed by Generation X at 79 per cent.
Meanwhile, only 72 per cent of baby boomers, people aged 60 and over, consumed over the same time period.
The research found that Gen Z drinkers were most likely to engage in ‘intermittent abstinence’, as nearly 60 per cent had done so compared to 40 per cent of all drinkers.
Halstead believes the survey results were positive for alcohol businesses, and sys that the recent struggle is ‘definitely not the fault of Gen Z’
He added: ‘The good news for the beverage alcohol industry is that, while moderation is set to be a long-term factor, consumption is not in a tailspin.
‘According to this evidence, much of the recent decline is cyclical, not structural — and is definitely not the “fault” of Gen Z.’
