Why Generation Z is turning off beer and turning to marijuana

The Boomer generation grew up with Santa pushing cigarettes at Christmas, smoking on airplanes, and kids who could mix cocktails. Marijuana was seen as evil and (wrongly) the way to a “bad ending.” There was considerable contradiction about a good vice versus a bad vice. With the birth of Generation Z, things started to change. Three martinis lunches declined, as did afternoon alcoholic behavior in the office. Big Tobacco lost a landmark case that cost them $206 billion. It is the largest settlement in US history. And marijuana was reluctantly viewed as a potential medical benefit by those “in charge.”

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Gen Z grew up with changing attitudes, including an emphasis on health, clean air, bottled water and a balanced lifestyle. They begin to view marijuana as a staple rather than a sin. Around 93% of Gen Xers agree that cannabis use has many health benefits and can be good for the mind and body.

“Gen Z is the first generation to be of legal drinking age, in a setting with widespread adult access to cannabis,” said Amanda Reiman, vice president of public policy research at New Frontier Data, in an email Exchange. The company’s study, which included 4,170 current cannabis users and 1,250 non-users, found that preference appears to diminish with age, with only 44% of respondents aged 65 to 74 preferring weed to alcohol.

Photo by CRYSTALWEED Cannabis via Unsplash

In states where recreational cannabis products are legal, 65% of Gen Z respondents smoke marijuana and 51% consume cannabis-infused beverages, reports Technomic, the data company for the hospitality industry, in its Adult Beverage Planning Program.

Most of this use occurs at home, but 38% of Gen Z would visit a marijuana lounge or club to enjoy the products. Visiting a bar or restaurant for a drink and/or a meal tops that figure at 41%, but the margin is small.

According to a report by Berenberg Research, Generation Z drink less than younger generations and have about 20 percent less alcohol per capita than Millennials their age. And many abstain from alcohol altogether.

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Contrary to the cannabis industry’s claim that marijuana will destroy alcohol, it is rather being added to the mix and changing behavior patterns. Some claimed bottled water never worked, then it was said it would kill sodas, and now it’s just a separate revenue stream for the big soda makers.

Nothing stays the same, but it’s interesting to see the change.