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.)

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.

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.

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.

Nearly 42% of Gen Z workers have shared their salary with a coworker, compared to just 19% of Baby Boomers.

In a survey of US Gen Z workers, 53% were freelancing for at least 40 hours per week

Overall, Gen Z has a pretty different attitude about work from previous generations, partly because of the economic hardship they’ve witnessed being born into the Great Recession and coming of age during the COVID-19 pandemic.

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).

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.

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.

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.

The states in America that drink the most beer

Americans, in 2020, drank on average almost twenty-six gallons of beer per adult aged twenty-one or over, over the course of the pandemic.

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.

Total per capita US consumption of beer has dropped 30% since the 1980s

Between 2011 and 2021, AB InBev and MolsonCoors (two of the leading beer parent companies in the US) experienced a combined 17% drop in US market share. Budweiser parent company AB InBev has focused on premiumization and diversifying their product offerings in recent years to combat the losses.

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

The average 401(k) balance for Gen Zers was $13K as of Q3 2024

For millennials, the average 401(k) plan balance was more than $66K at the time. It's worth noting that retirement savings goals are often much higher than what many people actually have saved.

Gen Z eats more Chipotle than other generations

The brand’s proficiency with social media and relatively low price point make Chipotle a favorite among younger diners. Individual assembly also makes it easy to cater to various diets.

The numbers on US wine consumption

Ever wonder how much wine the average American drank in 1949? Wonder no more! The answer is 0.89 gallons. That’s way less than 2022, where the number has quadrupled to 2.86 gallons. Check out this simple table that tracks average United States wine consumption from 1934 through 2022, by individuals and as a whole. American wine consumption peaked during the early pandemic but has lessened since then.

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.

Gen X has the most student debt per borrower

Gen X is the generation that came of age in the 1980s and 1990s. A podcast episode explains how this came to be.

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.

Find out what salary makes each generation 'upper class' today

For instance, as of 2026, Gen Zers are considered upper class in lower-cost-of-living areas when they start making around $110K per year. In areas with a higher cost of living, they're considered upper class once they make $130K to $150K or more per year.

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.

Student loan debt isn’t evenly distributed across age groups

Millennials and Gen X borrowers account for more than 70% of outstanding federal student debt ($1.1T). The discrepancy is driven by several factors, including a drop in college enrollment by younger Americans and older cohorts having more years to pay off balances.

The non-alcoholic wine market

A no-nonsense, stats-based exploration of the relatively new market for nonalcoholic wine. Driven by people looking to consume less or no alcohol at all, production of nonalcoholic wine has increased dramatically over the last few years. This report details the basics of nonalcoholic winemaking, as well as the current state of the market and what to expect in the future.

40% of Americans didn't read a book in 2025, with 19% of adults responsible for 82% of the country's book reading.

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.

As of 2021, 25% of 40-year-olds in the United States had never been married

If you’re in your forties and without a college degree, you’re significantly less likely to have ever been married now than in the past. Ditto for Black 40-year-olds and middle-aged men. There’s been a huge jump from the 6% of 40-year-olds who had never been married in 1980. Despite the historical significance of marriage, the trend away from wedded bliss has been rising steadily over the past three decades.

American beer, by the numbers

This statistics-focused resource breaks down the shape of the beer industry in the US, outlining the amount of beer produced by American breweries, the state cranking out the most beer, and the states with the most breweries per capita.

Each generation’s median income

Discover data about each generation’s income in the US. Generation X currently holds the title of highest earners, with notable wealth for those living in Maryland. Find out which groups tend to succeed and why, while seeing where you stand in comparison.

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.)

30% of Americans make New Year's resolutions

The practice is more popular among younger people: In a Pew Research Center study, nearly half of people under 30 reported making at least one resolution. The majority of Americans (of all ages) who didn’t make resolutions said they simply don’t like the tradition.

Americans are reading fewer books than in the past

A 2022 Gallup survey found that Americans are reading fewer books than ever before. An additional study found that the time people spend reading has dropped over the last 20 years. The most compelling narrative for the shift? Screens have stolen potential readers, occupying the time that they otherwise would’ve spent with books.

US depression rates at historic high among adults

More than 18% of US adults reported that they currently have or are being treated for depression in both 2024 and 2025. In the 2025 survey, more than 11,000 adults were surveyed. The numbers have ticked upward since 2015—by about 8 percentage points—with most of the increase occurring from the 2020 pandemic onward.

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 this live interview with phone-free childhood advocate Jonathan Haidt, host Ava Smithing—of Gen-Z—presses Haidt on why there isn't more of a research consensus on the mental health implications of social media for children, among other contentious topics.

Alcohol use disorder is the most common addiction in the US

This comprehensive overview from the Addiction Center uses recent data from SAMHSA’s National Survey to examine the 10 most common substance dependencies in the United States. It ranks addictions from alcohol (affecting 28.3 million Americans) to barbiturates, while highlighting key trends, risks, and societal impacts.

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.

Despite the popularity of podcasts, most US adults still listen to radio

A 2026 survey found that 84% of adults aged 25-64 report listening to the radio weekly. That's more than double the number of those who listen to podcasts.

'1440 Explores,' Episode 2: Why We Drink and What It Does to US

Alcohol is the world's most popular drug—a molecule that can calm or excite and bond communities or tear them apart. We trace alcohol's journey from ancient rituals to modern hangovers, uncover how it shaped civilizations, and dive into the neuroscience of how it affects your brain and body. With insights from leading experts, we ask: Given all that we know, why do humans continue to drink?

Tequila overtook whiskey as a top US spirits subcategory in 2023

Tequila sales in the US totaled $6.5B in 2023, surpassing whiskey's $5.3B. The shift was partially driven by premiumization, with the majority of supplier revenues coming from premium and super-premium tiers and brands.

'Loveflation' is making dating more expensive and less frequent

A survey found that more than half of Americans are going on fewer dates due to rising costs, with 27% stopping altogether. Gen Z and millennials are the hardest hit, with 62% reporting changes in their dating habits due to inflation.

Alcohol may be responsible for about 5% of cancer cases and 4% of cancer deaths in the US.

How COVID-19 brought new investors into the market

With fees removed from the equation and more time at home thanks to pandemic-related lockdowns, Americans who had never bought or sold stocks before started participating in the market. Charles Schwab dubs this cohort “Generation Investor” and notes individuals from all age ranges took part in this phenomenon. Study up here.

Roughly 10% of the world's population is older than 65 (2023 data)

With recent advances in medicine, sanitation, and nutrition, expected lifespans have rapidly risen around the globe—resulting in a rapidly aging global population. The worldwide distribution has seen a nearly 600% jump in the population of people aged 65 and older.

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

What happened to thousands of teens from the 1990s?

Scientists followed thousands of teenagers from 1997 into their 30s, cataloging their adverse experiences along the way via nearly three decades of interviews. Teens who grew up dealing with poverty, uninvolved parents, and other childhood stressors and traumas racked up an ACE score. These adverse childhood experiences have lifelong impacts on one's health, relationships, financial security, and "pretty much everything else," making them more likely to suffer premature death.

Amazon is the most-loved brand among baby boomers

Macy's ranked at number five for the oldest generation alive today, whereas Gen Xers have Apple in their number one slot. This data visualization outlines the most-loved brands among baby boomers.