People’s drinking habits are changing. New research from Heineken® and University of Oxford Professor Charles Spence shows that despite the acceptability of low and non-alcoholic drinks being at a high, choosing one can still raise eyebrows.

The study—which surveyed 11,842 adults across five developed non-alcohol beer markets UK, USA, Spain, Japan, and Brazil—found that Gen-Z (18 to 26 years old) is the group facing social pressures around alcohol consumption the most.

The survey found that 21% of Gen Z in these five markets have been called out about their choice of a non-alcoholic drink and say they have concealed drinking low or non-alcoholic drinks because of social pressures. The report also found that more than one-third have felt pressure to drink alcohol in some social situations.

Professor Spence and Heineken® 0.0’s study in human behavior investigated the persisting barriers to social acceptance of choosing non-alcoholic beverages. Some of the most interesting findings tell us:

Gen Z men over the legal drinking age are amongst the most likely to feel choosing an alcohol-free drink could be a social faux pas.

38% of men in this age group say they would be willing to drink no or low-alcohol versions of alcoholic drinks but only if their friends do too.

Spence explains, “For many, alcohol is no longer the default in social situations—we’re seeing a shift towards more mindful consumption. Yet, in cultures where drinking alcohol is still predominantly viewed as the norm, opting out can be stigmatized.”

Not everyone is concerned with judgment of their drinking choices, the findings show we’re in the early stages of acceptance becoming the new normal.

Half of the participants say that compared to five years ago, it is more acceptable to drink low or no-alcohol versions of alcoholic drinks.

Participants acknowledge non-alcoholic drinkers as “cool” (9%) and “respectable” (25%) rather than “uncool” (4%) or “boring” (6%).

Heineken®’s ‘0.0 Reasons Needed’ campaign has been designed to send a clear message. Whilst social pressures around moderation still exist, Heineken® hopes to shatter the stigma associated with choosing not to drink alcohol, defending people’s right to make judgment-free choices.

This article was provided by The Associated Press.