Sober up, anders loop je achter!

Trendagency JWT Intelligence bericht een interessant gegeven over de non-alcoholische trend onder de Millennials en generatie Z. Waar drinken eerder werd geassocieerd met plezier, vrijheid, speelsheid, wordt het nu als een bedreiging gezien voor een zorgvuldig geconstrueerd leven dat met discipline en continue groei en zelfverbetering geleefd moet worden, anders loop je kans om achterop te raken:

According to a Red Brick Road and Opinium survey, British 18-25-year-olds feel that “drinking is no longer a performance-enhancer but a threat to holistic health and productivity.” In its survey of 1,381 bar managers, members of Gen Z and older generations (for comparison) the report found that 75% of Gen Z interviewed “feel it is important to be in control of all aspects of their life at all times (compared with 49% of Gen Y/X), naming work or study as their number one priority, rather than socializing or partying,” wrote Campaign magazine, reporting on the survey. “In a world [where it’s] increasingly difficult to get ahead, they see a hangover, lighter wallet and a sloppy social media presence as a competitive disadvantage.”