While Gen Z is leading the trend, the findings suggest a healthier approach to summer is beginning to influence the wider population. The biggest shift is among younger adults. It’s not simply that Gen Z are drinking less – they’re becoming more selective about what they drink too. 53% of those aged between18 and 34 are opting for alcohol-free drinks that offer added health or functional benefits when socialising, almost double the proportion of adults aged 45 and over (28%). However, the findings suggest the health-conscious behaviours being embraced by younger adults are beginning to reshape Britain’s wider summer culture.