this post was submitted on 31 Jan 2026
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On July 1, 2024, the census estimates of the number of each generation of drinking age, if I'm reading this Excel spreadsheet correctly:
Gen Z (born between 1997 and 2012, but as of 2024 the only legal drinking age was those born between 1997 and 2003): 31.3 million
Millennial (born between 1981 and 1996): 74.1 million
Gen X (born between 1965 and 1980): 65.6 million
Boomers (born between 1946 and 1964): 66.9 million
So assuming that 20-somethings have less money to spend on expensive alcohol, and recognizing that Gen Z has less than half the drinking age population as the other generations, it's not surprising for that generation to spend less on alcohol, even if their habits weren't different than the older generations.
Now, their habits actually are different, so that might stretch things further. But a better way to present the data would be adjusted per capita. And maybe looking at historical data about when prior generations were the same age.
the theory that distinct generational behaviors can be bounded in ~15 year increments (which you display nicely above) has always seemed a bit off to me.
Excellent, I was thinking the same thing. If a graph shows that big a difference, it usually means that it is exploiting some not displayed variable to get the difference. Kids these days need to learn to spot such things.