Deep Dives: Sober Socialites + the End of Hedonism

...booze Britain TV shows and an infamous reputation for binge drinking culture across Europe. But are our current generation of young people upholding this reputation? Or do they have a more discerning approach?

Young people today are drinking less than ever, showing a far more responsible attitude to alcohol. With the rise of healthionism, they are more likely to boast about how long it has been since they last drank over the last bender.

While young people are drinking less than any other age group, they prefer to drink more in a single session, staying sober the rest of the week as they don’t want to miss out on productivity time.

They are embarrassed by the ‘Brits abroad’ label, and while drinking is still part of their holiday experience, it’s not the reason for it. Their attitudes to travel are far more sophisticated, with cultural experiences, exclusivity and urban cool looking to lead the way.

Young people are looking at rebellion in a different way to their parents generation, prefering to change the status quo than to get off their heads.

Young people are also far more aware of mental health issues, and understand the link between substance abuse and depression and anxiety.

Enter the era of a new generation of young people seeking a more balanced and healthy body and mind.