It’s typically reported that consuming alcohol just isn’t cool anymore. One in 5 under-25s within the UK report that they’re teetotal, in keeping with analysis by Drinkaware. This international cultural shift is usually seen in celebrity-backed NPD. System One champion and entrepreneur Lewis Hamilton has simply launched a non-alcoholic spirit created from actual blue agave.
Now, new unique information evaluation has examined lyrics of chart-hitting pop songs from the UK within the final decade to disclose a decline in references to being ‘drunk’.
The music research, performed by glowing water model DASH Water, analysed lyrics for the highest 10 songs of every 12 months since 2012 to search out the variety of references to consuming and being ‘drunk’. The outcomes revealed that drunk references declined by 40% in 2022 in comparison with the earlier 12 months.
Based on the info, consuming references in songs have been at an all-time excessive in 2017, the place half (50%) of hit songs talked about being drunk.
General, ‘drunk’ references declined 79% since 2017.
The information reveal a major cultural shift in attitudes to alcohol, claimed DASH Water. It mentioned on-line searches for ‘sober curious’ and ‘aware consuming’ (which inspires individuals to take a extra acutely aware and intentional strategy to alcohol consumption) have elevated 96% and 41% respectively up to now 5 years.
It added that generational shifts are taking place in popular culture as persons are turning into extra ‘aware’ of what they eat each actually and culturally.
Equally the hashtag #mindfuldrinking has over 24 million views on TikTok and #sobercurious has over 711 million. There’s even been a 12% decline in these on the lookout for ‘cocktail recipes’ on-line over the previous 12 months, in comparison with a 19% improve in ‘mocktail recipes’.
In the present day’s songs are even adopting extra anti-alcohol lyrics, the corporate noyed, from the likes of Doja Cat’s Paint the City Pink with the lyric “I’m a lot enjoyable with out Hennessey,” to Ed Sheeran’s Unhealthy Habits with “My dangerous habits result in late nights ending alone.”
“Persons are way more aware of what they’re placing into their our bodies than they have been 5 to 10 years in the past,” mentioned Holly Crossley, Head of E-Commerce at DASH Water. “Issues round how sure meals and drinks have an effect on us was targeted predominantly round bodily look, however now, we’re way more conscious of how issues have an effect on our psychological wellbeing. Younger individuals particularly appear to be adopting a extra aware strategy to consuming and I feel that’s all the way down to the various self-care tendencies we see on-line.
“Right here at DASH, we’re all about utilizing components which might be easy, pure and good for the physique, and I feel that’s one thing our youthful viewers recognize.”
