, people whose socioeconomic activity is largely determined by the ideal of ethical consumption and a desire for control. This emerging “sobereaucracy,” as some social anthropologists call it, poses serious implications on the beverage industry as it’s this group that now dominates the workplace and thus the market.
“One of the great pleasures of alcohol is it loosens inhibitions. But in the current time, that is exactly why so many people are now nervous of it. Millennials and Generation Zers are reacting to the intrusive nature of our online world by reasserting their desire for control over themselves and crucially of their image and drinking is in their firing line,” said Oz Clarke.
Clarke cites the following figures from a recent survey: 70 percent thought that going out binge drinking was as risky as sniffing glue; 28 percent thought that one drink exposed them to the same level of risk; 75 percent said that it’s important to be in control of their life at all times, and work and study are their top priorities; over 50 percent said they continually worried about their online image when they went out socializing.