Overall, Americans are consuming less alcohol. This is especially true for young adults and underage youth who are drinking a lot less than past generations. Part of this phenomenon may be due to our focus on reducing underage drinking, but there is also a health trend that promotes healthy eating and fitness. Young adults may be more likely to look at labels for ingredients, calorie and alcohol content. It seems clear that a concern about health has impacted alcohol consumption. Millennials say that they anticipate not drinking as much as their parent’s generation.
For alcohol this trend in moderation has spawned various projects and programs. An example is Dry January, which started in the United Kingdom in 2013 and this year had over 3 million participants. We have also seen programs touting “mindful drinking” whereby one chooses to drink less or not at all; and, organizations like Better Drinking Culture, Hello Sunday Morning and Club Soda have resources for joining the mindful drinking movement. Daybreakers has organized close to 200 drug-and-alcohol-free, morning dance parties since it started in 5 years ago.
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