Sober curiosity or ‘intermittent sobriety’ has been steadily rising in popularity, driven by younger generations who know their minds and are increasingly turning their back on booze in the name of wellness. Rather than advocating total abstinence, the movement encourages moderation — drinking less, less often — as a tool for both physical and mental health, with many taking to social media to extol the virtues, from improved mental clarity to clearer skin. And, as with most things in the digital age, what began as a niche trend has taken on a life of its own, recasting into cultural currency and capturing the attention of millions of brands rushing to capitalise on the hype (enter: the no-and-low alcohol drinks category — a sector now worth upwards of US$13 billion).
Unsurprisingly, our perpetually-online Gen Z counterparts are leading the charge, engaging with alcohol differently from their predecessors and earning themselves the moniker of the ‘Sober Curious Generation’.
A recent study found that nearly 65% of Gen Zers in the US plan to reduce their alcohol consumption in 2025, with 58% citing mental health as the primary motivator. Less tethered to alcohol-centric socialising and more attuned to their wellbeing, this cohort are steering a cultural recalibration that places greater emphasis on intentional drinking habits.
While the risks of alcohol are well-documented, its role in social and sensory enjoyment has long been a prevailing counterpoint. Which is precisely what makes the sober curious movement so compelling — it doesn’t demand abstinence, but rather encourages a more considered approach. By allowing individuals to indulge while still benefiting from moderation, it strikes an appealing balance — one that is resonating well beyond Gen Z alone.
From anecdotal conversations with similar-aged friends and acquaintances (as a late-80s Millennial), I’ve observed a discernible shift in attitudes. With longevity and overall wellbeing taking precedence, priorities like sleep, exercise, and nutrition are guiding lifestyle choices. Professional ambitions and the demands of young families are also prompting many to cut back.
Yet, the importance of connection and community remains central to mental health, reinforcing that socialising and occasional indulgence still have their place. In this landscape, intermittent sobriety offers a pragmatic and appealing middle ground.
As the conversation around alcohol continues to evolve, balance — not abstinence — is emerging as the new benchmark for a life well lived.
