Gen Z is drinking less alcohol than older generations

Explore why Americans are drinking less alcohol

US alcohol consumption fell 5% in 2025, with beer and wine leading the decline. Economists point to tighter budgets and less face-to-face socializing overall, while younger Americans are increasingly choosing not to drink.

A quarter of Gen Z eats organic food

A 2025 YouGov poll found that 25% of Gen Z US adults eat organic food, while 10% say they follow a whole-foods diet, meaning they seek out foods that are minimally processed.

See preferred supplements across different countries in 2025, by generation

Millennials and Gen Z typically took more supplements than other age groups across vitamins, proteins, minerals, and herbal supplements, according to 2025 data from a Global Consumer Insights Survey conducted in 55 countries. Roughly two-thirds of Gen Z respondents stated they'd taken vitamins in the past 12 months. (Some users may experience a paywall.)

US housing costs have risen by roughly 175% between 1991 and 2026—but a growing number of Gen Zers are becoming homeowners anyway. In 2025, 4% of homebuyers were Gen Z, up from 3% the year before.

Despite record-high housing costs, Gen Z homeownership is surging

Many Gen Z homeowners have compromised on location and tightened their expenses to make buying a home possible. In 2025, 4% of homebuyers were Gen Z, up from 3% the year before.

Why the craft beer industry is in decline

The trend began in 2024, when more craft breweries closed than opened, and has continued since then. Some blame the rise of canned cocktails, hard seltzers, and non-alcoholic beers, while others point to declining drinking rates for Gen Z.

Read why Gen Z is saving more for retirement than older generations

Despite more and more Americans taking money from their retirement funds to cover expenses, many members of Gen Z are investing more in their retirement. Part of the reason for increased savings amongst this generation could be better-designed retirement plans.

Roughly 62% of US adults under 30 say they use TikTok

A Pew Research Center publication reports that most members of Gen Z use the app. That's significantly more than other age groups: 39% for those ages 30 to 49, 24% for those 50 to 64, and 10% for those 65 and older.

Gen Z is increasingly interested in running marathons

The race has become a popular event for young people. Over 12,000 20-somethings signed up for the New York Marathon in 2024. That's a significant increase from 2023 (9.987) and 2022 (8,039).

American Express is targeting Gen Z, who are generally less risk-averse than older generations

Unlike Millennials, who grew up during the Great Recession in 2008, Gen Z has a higher risk appetite and has grown up with more gamified spending platforms, like online gambling and prediction markets. Analysts say Gen Z's risk appetite makes them prime targets for credit card companies like American Express that can sell younger customers on large benefits in exchange for annual fees.

Gen Z prefers hybrid work over being fully remote

Contrary to popular belief, the younger generation is more likely than their older peers to want employees in the office more often. Millennials seem to have the strongest personal attachment to remote work among the generations, with 41% of remote-capable millennials saying they would be "extremely likely" to look for another job if remote options were partly or entirely eliminated at their workplace.

Young voters are ditching political parties

While the silent generation and baby boomers have become less likely to identify as political independents as they have aged, generation X and millennials are maintaining high levels of independent identification.

Cancer rates are on the rise among GenXers and Millennials

Cancer rates are rising among Gen X and Millennials, with more cancer diagnoses being made in their 30s and 40s than previous generations. Factors such as prenatal exposures, environmental toxins, and lifestyle choices may contribute to this trend. Memorial Sloan Kettering Cancer Center's experts discuss these issues, exploring how these insights could reshape cancer risk understanding.

Why younger workers began talking about their salaries

While some Gen Zers and millennials are becoming increasingly comfortable with talking about their salaries or hourly wages with one another, older generations often have a tough time understanding why. This article explains why the culture around talking about money has changed slightly over the last few years. Read it here.

Why young people in the UK are hanging out at saunas

In the UK, Finnish-style saunas doubled from 45 to over 100 in 2024. This recent surge is driven by young people seeking healthy and affordable spaces to meet others and socialize. While Gen Z also turns to sobriety more due to costs and health concerns, these rejuvenating leisure spots are providing a perfect home to alcohol-free gatherings. Read more about the rising trend here.

Gen Z's love for perfume is boosting sales

Teen boys are the biggest driver in perfume sales as of the summer of 2025. They have increased their spending on fragrances 26% year-over-year as the trend blossoms on TikTok via #PerfumeTok. Additionally, users of weight loss drugs GLP-1 agonists are adding to sales, as they seek olfactory over culinary sensations.

Americans are retiring later than they used to

A Gallup poll from 2022 found that the percentage of adults between the ages of 55 and 74 who are retired is declining.

Although no longer the dominant format, CDs are increasingly popular with younger people

The compact disc now only accounts for about 3% of all music industry revenue, but those who still purchase CDs are, generally, much younger than most would expect. A 2023 YouGov poll found that 53% of Americans were willing to pay for music on CDs. When broken down by generation, those under 45-years-old were more likely to express interest in CDs and vinyl.

Do people really look younger than they used to?

Why do people today look younger than they used to? From style to science, there are 3 surprising reasons we age differently now.

Alcoholics Anonymous leads to increased abstinence compared with other treatments

That's according to a 2020 meta-review of 27 studies. This large analysis found that Alcoholics Anonymous had between 22 and 37 percent abstinence numbers as compared to other treatments that had figures of about 15 to 25 percent. AA was founded in 1935, in Ohio, and depends on peer connections and consistent meeting availability. (Some users may experience a paywall.)

Teen depression levels jumped during the pandemic

US government data published in 2025 but gathered from August 2021 through August 2023 indicated that depression prevalence among teens aged 12 to 19 was at 19.2%. It was even higher among females of that age group—26.5%

In the US, 3.6 million babies were born in 2023

That year, about 40% of the babies were born to unmarried parents, and about 32% of the births were born via cesarean. On average, mothers were 27.5 years old when they had their first child.

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

The unemployment rate for recent college graduates has grown significantly in recent years

Recent college graduates now have a higher unemployment rate than those in the "all workers" category, which includes those without college degrees. As of June 2025, 4.8% of recent college graduates were unemployed, compared to 4.0% of all workers.

In Japan, elders lead toasts

Older family members and colleagues, or senpai, are expected to take the lead at formal gatherings, pouring drinks and offering toasts. Younger people should accept pours by holding their glasses with both hands and waiting to drink until their older adults have done so. Finally, before drinking, participants should say “kampai!”

Jimmy Carter signed a 1978 bill that legalized home brewing, a move credited with kick-starting the craft beer industry.

Studies estimating the number of years between human generations suggest there have been approximately 10,000 to 12,000 generations of humans.

Research has found that the length of human generations has varied throughout the 300,000 years that Homo sapiens have been around, ranging from about 25 to 30 years. These values come from analyzing genetic mutations, since the blend of them passed onto children changes as parents age.

Move over gene editing, scientists can edit your epigenome

Instead of deleting genes, epigenetic editing modulates their activity. A new paper tests if it’s able to undo a genetic effect of early alcohol exposure.

Budweiser stores yeast derived from the original 1800s strain in a secret bunker, which only the Head of Yeast Management can access—not even the CEO

11 people died from firework injuries in the US in 2024.

At the beginning of the 20th century, a group of young men ate standard American food—replete with food additives like borax and formaldehyde—as part of government research to better understand food safety.

Telehealth demand for GLP-1s for weight loss is booming as consumers seek easier access.

In recent years a child anxiety expert has created and tested a novel phobia and anxiety treatment approach for children, focused on changing how parents respond to the fears.

A Yale student wrote a profound essay about the consulting industry's influence on elite college students that was published in a book of her writing after she died in a post-graduation car accident.

Alzheimer's can lead to brain shrinkage, with an average of around 2% of volume reduction per year

Scientists testing how climate change affects plants found, in a years-long simulation study, that poison ivy grew 70% faster with the resulting extra carbon dioxide.

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

The price of gas is a composite made up of several different factors, with the federal gas tax making up less than 20% of what drivers pay at the pump.

70 years ago today, city officials in Santa Cruz, California, banned rock 'n' roll to protect its youth from corruption after witnessing a 'provocative' concert the night before.

Dozens of S&P 500 stocks, including Coca-Cola and Walmart—known as the dividend aristocrats—have increased dividends every year for 25 years

44% of Americans say they pray at least once a day—discover how your state's religiosity stacks up against the rest of the country.

In 2026, Finland was named the world's happiest country for the ninth consecutive year based on its wealth, social safety network, and high life expectancy, among other factors.

Indefinite cloning of some endangered species may not sustain their longevity because cloning success rates decrease as genetic mutations accumulate.

As of 2025, the most cited papers in science include a review of graphene, methods to improve image recognition, streamlining electron density calculations, and optimizing protein studies.

A 2019 Facebook event called on attendees to "Storm Area 51, They Can't Stop All of Us," resulting in countless memes, the creation of a music festival, and eventually the arrests of those who did try to approach the area.

Despite being favored by 87% of Americans, Congress does not have term limits.

The boiling temperature of water decreases with increasing elevation because the molecules need less energy to overcome the lower atmospheric pressure associated with thinner air.

Cultural norms about how to handle the bodies of loved ones in communities in West Africa have hampered Ebola responses.

Most of the observable universe's volume consists of voids and supervoids—enormous regions of space with little to no galaxies, stars, or light.

For centuries, it was common to sleep in two shifts: a few hours at the beginning of the night, and a longer period beginning around midnight