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The rise of ‘sober curiosity:’ Why Gen Zers are reducing their alcohol consumption

By Omar H. Fares, Lecturer of Marketing in the Lazaridis School of Business and Economics, Wilfrid Laurier University
Melise Panetta, Lecturer of Marketing in the Lazaridis School of Business and Economics, Wilfrid Laurier University

Growing health and wellness consciousness, accompanied by changing social patterns, have sparked Gen Z’s interest in the ‘sober curious’ movement.

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