Generational Lifestyle Preferences

What’s with the comeback?

Kids these days aren’t interested in hauling a school bus full of art supplies to the desert.

They really consider their pets to be part of the family.

The “California sober” lifestyle shuns alcohol and embraces cannabis as a so-called “healthier” alternative that doesn’t come with hangovers.

According to a 2025 Gallup poll, only about half of US adults ages 18–34 reported imbibing.

Non-alcoholic bars are now popping up more frequently around the US as consumers search for lower ABV options.

The industry is hopeful that young watch nerds are helping fill the professional ranks.