Why Aren’t Young People Drinking Like We Did? - A history of hedonism

Roman hedonism Among those of us in hospitality and drinks, the question of why young people are drinking less has become a post-lockdown obsession. Every week, there’s another post or panel trying to crack the code of Gen Z messaging. But this trend has little to do with features & benefits, branding, or curated personal brands. It has everything to do with the socio-economic climate we all live in - and which younger generations feel more intensely. Yes, camera phones and social media have made public intoxication riskier - few want a drunken moment to be immortalised online. But that only matters when there’s a cultural desire to get drunk in the first place. This isn’t just about being watched, it’s about not feeling like partying. It’s tempting to think that hard times push people towards intoxication as escapism. But hedonism flourishes in stable times, not chaotic ones. People have always drunk and taken recreational drugs, but when safety, affluence, and optimism return, intoxi

by Simon Sharp · source ↗