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Is alcohol the next cigarette?

Almost a year and a half ago on LinkedIn (on September 4, 2023), I wrote two bold predictions (and I quote):

In two to three decades, we will look back on alcohol with the same level of disdain we currently reserve for cigarettes.
We’ll continue to see the negative effects of even small amounts of alcohol in upcoming scientific research. If you haven’t yet, listen to this podcast about What Alcohol Does To Your Body, Brain, and Health by Andrew Huberman.

I haven’t had a sip of alcohol in over three years—1,180 days and counting.

It’s single-handedly the best decision I’ve ever made for my physical, mental, emotional, and spiritual well-being.

Nothing else even comes close.

Now, let’s take a look at the annual expenditure on alcoholic beverages in the U.S. by generation:

Boomers: $25.09B
Generation X: $23.14B
Millennials: $23.45B
Gen Z: $3.13B

This data speaks for itself.

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Gen Z’s dramatically lower spend hints at a major cultural shift in how we view drinking.

So, my prediction still stands today.

Alcohol may follow the path of cigarettes—once glamorized, now increasingly stigmatized and regulated.

Why the shift?

The rise of sober-curious movements and alcohol-free options
Growing awareness of alcohol’s physical, mental, emotional, and spiritual toll
Younger generations prioritizing wellness and purpose over short-term escapism

If Gen Z is only spending $3.13B on alcohol while Boomers spend $25.09B, we’re witnessing a paradigm shift in values.

Business and policymakers need to start paying attention—change is in the air.

What do you think—are we witnessing the beginning of alcohol’s decline, just like cigarettes decades ago?

Is it here to stay?

Share your thoughts in the comments.

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The Thursday Take – Is Alcohol The Next…