Conscientious Drinking on the rise among Millennials and Gen Z

Reach3 Insights’ latest report uncovers how the modern consumer is thinking about alcohol consumption

Chicago, IL, May 26, 2022New data from Reach3 Insights, a full-service insights consultancy, reveals telling insights into the real drinking attitudes of legal drinking age younger consumers (ages 21-39), from conscientious drinking to stress relief and new summer trends among Bev Alc consumers.

The report looked at sentiment among beverage and alcohol brands across generations, finding Millennials are more likely, or more open about choosing, to drink alcohol to relieve stress -- 74% of Millennials drink to relieve stress vs. 66% of Gen Z. Both generations participate in a variety of non-drinking activities to help manage stress (89% of Gen Z & 87% of Millennials). Instead, Reach3 Insights, in conjunction with mobile market research platform Rival Technologies, found that exercise, reading and writing, mindfulness, and listening to music have become new trends for relieve stress among both groups, study.

Conscientious drinking

The study found that Millennials and GenZ are more particular and thoughtful when deciding to imbibe during social interactions. Both have dabbled in the dry-dating space with 28% of Gen Z reporting having tried Dry-dating and 21% of Millennials having done so. Among those who never tried Dry-dating, 37% of Gen Z would give it a go while only 25% of Millennials would do so.

Despite differing levels of participation/interest, Gen Z and Millennials align on why they go on dry dates, including safety, and creating an authentic experience. Although most who try dry dating are positive, some see it as a pretentious, trendy name for ordinary dating where two people just don’t drink.

“We found that overall, these groups believe moderation is key and do not seek alcohol to become the most ‘fun’ version of themselves, especially when dating,” said Jonathan Dore, Senior Vice President, Founding Partner of Reach3 Insights. “Drinking isn’t inherently bad, but younger consumers believe moderation is key – as in they can still drink and have an honest and authentic interaction if both parties are responsible for themselves and their consumption. Direct-to-consumer Bev Alc brands are seeing an uptick in sales given their lower alcohol percentage and using our unique in-the-moment mobile messaging-based research techniques, we found that the sentiment among audiences is that they do not want drinking to impact their health and mental awareness.”

For more information about the report, visit:

About Reach3 Insights

Reach3 Insights is a full-service research consultancy that develops scalable, conversational insight solutions for today’s modern, agile enterprise. Led by CEO Matt Kleinschmit, the company uses immersive, in-the-moment research designs and dynamic digital storytelling to deliver deep experiential insights that inspire action. Reach3 is part of the Rival Group and a sister company to Rival Technologies, a tech company developing chat, voice and video solutions that integrate into messaging platforms and technologies that people actively use on a daily basis. For more information, visit

About Rival Technologies

Rival Technologies is the world's best mobile market research platform. Building on 20 years of experience in the research space, we blend best-in-class digital experiences with sophisticated market research rigor in a way that inspires people to share deep, rich and actionable insights. Email surveys are dead tech and feel more like a test than a meaningful brand engagement— which is what people crave. We engage consumers in real-time, on their mobile phones, in a way that feels organic, familiar, and fun. By using chat, video, and machine learning, our system captures robust quantitative and rich qualitative feedback fast and effectively. Working with leading-edge brands like ViacomCBS, P&G, Facebook, REVOLT TV, and Samsung, we make market research more inclusive, accessible, and relevant to the modern mass consumer. For more information, visit

Media Contact
Hollis Guerra
SVP DBC Brand Communications for Reach3 Insights