Sober Social Fix

From social media to social life, sobriety is going mainstream. Young Americans are redefining what it means to go out, swapping bar-hopping for creativity, connection and play. As highlighted in our Spirited Synthesis report, moderation and abstinence are no longer niche – they’re becoming a movement.

In 2025, 30% of Americans participated in Dry January, a 36% increase from 2024. Nearly half (49%) plan to drink less this year, with Gen Z leading the shift – 65% aim to reduce consumption, and 39% plan to abstain entirely (source: NCSolutions). Sober bars are gaining traction, with 41% of Gen Z planning to visit one, compared to just 22% of the general population (source: NCSolutions).

The global non-alcoholic drinks market is projected to grow from £155.09bn ($192.6bn, €186.6bn) in 2025 to £221.5bn ($275bn, €266bn) by 2029, growing at an average rate of 9.31% each year; most revenue is generated in the US (source: Statista). Unlike Millennials, who faced peer pressure to binge drink in their youth, Gen Z prioritise health and respect individuality, with greater access to information influencing behaviour, such as the US surgeon general’s advisory in January 2025 about alcohol’s direct link to cancer.

As analysed in our Mass Movement report, amid tech burnout and loneliness, young adults are turning to community-driven experiences, such as running clubs, while reading raves, chess clubs and other activities and third spaces designed for community building are burgeoning. As attitudes shift, brands and nightlife industries are adapting, supporting sober lifestyles and meaningful social connections.

Happy Medium's arts club for casual artists

Happy Medium’s promise is clear: its Manhattan and Brooklyn art cafés are ‘just like a restaurant, but you order art experiences instead of food’. While alcohol isn’t on the menu, these venues offer everyone the chance to immerse themselves in creativity and explore the world of art.

The internet-famous hub (124,000 followers on Instagram, nearly 29,000 on TikTok) has become a popular hangout for New Yorkers looking to engage in mindful art-making. Activities include drawing, bracelet- and collage-making, chair-building, canvas painting, pottery and sculpting. With reservations selling out quickly, Happy Medium proves that Americans are ready to trade liquid courage for creative courage.

Sober Supper Club's dinner parties

As signalled in our Topline Tableware report back in 2023, younger generations are dusting off tabletop heirlooms and driving a revival of traditional arts de la table. The #dinnerparty trend has soared on TikTok, with 150,000 posts, prompting brands including Eckhaus Latta to hold their own gatherings for marketing. Hosts are elevating dining experiences with elaborate settings, and now, these events are going sober. 

In cities such as New York, Austin and Denver, the Sober Supper Club serves alcohol-free dinners and aims to foster genuine connections. Third Place Bar, an organisation specialising in alcohol-free pop-up events, runs Zero-Proof Supper Clubs, proving that great dining doesn’t require alcohol.

Anime Claw's kidult craze 

Young adults gather at the Japanese-inspired Anime Claw machine arcade in Chinatown which, according to Time Out New York, is ‘NYC’s hottest spot right now’. Here, groups of friends hope to win plushie prizes and experience a nostalgic thrill.

As discussed in our Kidult Craze report, adults are gravitating towards playful, non-digital activities and collectable items. What better than Kawaiies plushies and toys won from claw machines? There are a dozen similar venues in the city, from Brooklyn’s 24-hour Party Time Arcade to Gatcha’s in Queen’s, with the chance of winning high-end prizes like a Hermès Picotin bag, a Chanel wallet or Apple AirPods Max headphones, the New York Post reports. These family-friendly spaces remain alcohol-free.

Unlike past generations, Gen Z aren’t using alcohol as a crutch but are instead embracing presence, connection and holistic wellbeing. Rather than seeking to escape through drinking, they are daring to be present. Yet, despite staying sober or limiting their alcohol consumption, young people still crave social and entertaining experiences.

This shift presents a major opportunity for brands, particularly in hospitality, nightlife and entertainment. Innovative companies are responding with creative, sensory-driven and nostalgic experiences, such as meeting up to watercolour or play claw machines. The sky is the limit for encouraging consumers to enjoy childhood passions such as jump roping, rollerskating, crafting or friendship bracelet-making in collective and sober spaces – all nods to 1990s culture.

By creating their own version of sober nights out, Gen Z continue to prove that they expect brands to see them as individuals and cater to their diverse needs, such as offering alcohol-free alternatives whether they’re attending an evening pottery class or a dinner party.

Today’s youth want fun, fulfilling experiences – without the hangover.