"Sober curious" consumers are aided by modern communities
Trend - People who are choosing to avoid alcohol for reasons less serious than addiction are finding support and socialization in new versions of sober support groups. These communities include everything from alcohol-free bars to non-alcoholic wine clubs.
Insight - "Sober curious" consumers are on the rise as Millennials and Gen Z continue drinking less than their predecessors for the sake of their personal health. Consumers who don't value drinking still look for ways to socialize and bond with peers, and the formation of like-minded communities is crucial to that process.
Insight - "Sober curious" consumers are on the rise as Millennials and Gen Z continue drinking less than their predecessors for the sake of their personal health. Consumers who don't value drinking still look for ways to socialize and bond with peers, and the formation of like-minded communities is crucial to that process.
Workshop Question - How is your brand prioritizing the health-focused values of Millennials and Gen Z?
