It’s usually reported that consuming alcohol is just not cool anymore. One in 5 under-25s within the UK report that they’re teetotal, in line with analysis by Drinkaware. This international cultural shift is usually seen in celebrity-backed NPD. Method One champion and entrepreneur Lewis Hamilton has simply launched a non-alcoholic spirit created from actual blue agave.
Now, new unique information evaluation has examined lyrics of chart-hitting pop songs from the UK within the final decade to disclose a decline in references to being ‘drunk’.
The music examine, carried out by glowing water model DASH Water, analysed lyrics for the highest 10 songs of every yr since 2012 to search out the variety of references to consuming and being ‘drunk’. The outcomes revealed that drunk references declined by 40% in 2022 in comparison with the earlier yr.
In response to the information, consuming references in songs had been at an all-time excessive in 2017, the place half (50%) of hit songs talked about being drunk.
General, ‘drunk’ references declined 79% since 2017.
The info reveal a big cultural shift in attitudes to alcohol, claimed DASH Water. It stated on-line searches for ‘sober curious’ and ‘aware consuming’ (which inspires folks to take a extra aware and intentional strategy to alcohol consumption) have elevated 96% and 41% respectively prior to now 5 years.
It added that generational shifts are occurring in popular culture as individuals are changing into extra ‘aware’ of what they eat each actually and culturally.
Equally the hashtag #mindfuldrinking has over 24 million views on TikTok and #sobercurious has over 711 million. There’s even been a 12% decline in these in search of ‘cocktail recipes’ on-line over the previous yr, in comparison with a 19% enhance in ‘mocktail recipes’.
As we speak’s songs are even adopting extra anti-alcohol lyrics, the corporate noyed, from the likes of Doja Cat’s Paint the City Purple with the lyric “I’m a lot enjoyable with out Hennessey,” to Ed Sheeran’s Dangerous Habits with “My unhealthy habits result in late nights ending alone.”
“Persons are way more aware of what they’re placing into their our bodies than they had been 5 to 10 years in the past,” stated Holly Crossley, Head of E-Commerce at DASH Water. “Considerations round how sure meals and drinks have an effect on us was centered predominantly round bodily look, however now, we’re way more conscious of how issues have an effect on our psychological wellbeing. Younger folks particularly appear to be adopting a extra aware strategy to consuming and I feel that’s right down to the numerous self-care developments we see on-line.
“Right here at DASH, we’re all about utilizing substances which might be easy, pure and good for the physique, and I feel that’s one thing our youthful viewers admire.”