WHAT THE DATA SAY: Alcohol consumption lowest among Gen Z (25%), highest among Millennials (50%)

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

GEN Z, THE DRY GENERATION

That sound of glasses clinking in a bar is more likely to be a mocktail among American youth, according to our Harris Poll research with eMarketer.

• 69% of Americans who dined out in the last 30 days ordered at least one alcoholic drink (compared with water at 89% and soft drinks at 78%).
• Alcohol consumption is lowest at 25% for Gen Z (compared with 50% for Millennials and 40% for Gen X).
• 52% of Gen Z now regularly order mocktails, 48% order non-alcoholic alternatives and 33% THC/CBD drinks.
• Of those who drink, cocktails (50%) are the most popular, followed by beer (49%) and spirits (46%).
• Shifting views about alcohol are not necessarily due to recent studies about the health effects of alcohol. Only 19% of U.S. adults have heard “a great deal” about such studies, 30% have heard “a fair amount,” 30% “not much” and 21% “nothing at all.”

AMERICANS UNCERTAIN ABOUT MEDICARE

Americans anticipate cuts to Medicare and Social Security benefits in the near future, yet younger Americans remain more optimistic, according to the 2025 Medicare and Retirement Report by The Harris Poll and NerdWallet.

• 86% of Americans with Medicare are unsatisfied with their current coverage.
• 70% say they’re concerned about Medicare benefits being reduced in their lifetime.
• Americans think both Medicare (64%) and Social Security benefits (61%) will be reduced under the current administration.
• 64% under age 65 think Medicare and Social Security benefits will still be available when they turn 65.
• See also: Retirees Fear Rising Costs from Tariffs and Inflation will Outpace Social Security Benefits

RETIREMENT MISCONCEPTIONS

Gen Z workers are counting on extended time in the workforce rather than retirement savings to live a comfortable future, according to our Harris Poll retirement survey with NerdWallet.

• 75% of Gen Z plan to stay in the workforce for as long as they physically can.
• Only 18% say they’ve contributed to a retirement account in 2025.
• 43% think Social Security alone will provide enough income to live comfortably in retirement.
• 30% with retirement accounts say their confidence in the U.S. stock market has decreased in the past year.

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