Voices of a Generation: Study Highlights Contradictions and Cultural Pressures Around Alcohol Use
- The role of alcohol in young adults’ lives in Ireland is nuanced and deeply influenced by both social and emotional factors.
- While a growing number of young adults identify as sober-curious or health-conscious, the reality is more complex.
- Many acknowledged the negative impact alcohol had on their physical and mental wellbeing, while those who had cut back or stopped drinking reported noticeable improvements in both areas.1
Wednesday, 27th August 2025 – As Electric Picnic and other summer festivals draw thousands of young adults across Ireland, new qualitative research from Drinkaware is shining a light on how alcohol truly fits into their lives. The study provides first-hand insight into a generation navigating conflicting attitudes and behaviours around alcohol, revealing that while many are drinking less and are more health-conscious than ever before, binge drinking remains prevalent — and often culturally expected.
This ethnographic research project – a first for Drinkaware – put the voices of 18–34-year-olds at the heart of the study, exploring the complex drivers behind their alcohol use through a five-day self-video diary process. The result is a powerful and candid portrayal of a generation navigating a contradictory drinking culture.
The role of alcohol in young adults’ lives in Ireland is nuanced and deeply influenced by both social and emotional factors with the study revealing that this differed across life stages. For younger adults (18–24 year olds), many cited peer pressure, increased confidence, and the desire to socialise as key drivers — reflecting a cultural expectation that alcohol is often the default in social settings. Emotionally, alcohol was frequently used as a form of escapism, offering temporary relief from daily stress or to ease social anxiety. Among older participants (25–34 year olds), they were more likely to use alcohol to unwind at home, considered the long-term impacts on health and wellbeing, and were more open to cutting back or choosing non-alcoholic alternatives. Life-stage factors such as career focus, saving for a home, or wanting to protect weekend time were common motivations for change.
These life-stage distinctions also shaped how and where alcohol was consumed. Younger adults showed a preference for high-energy, on-trade events like festivals, themed pub nights, and group celebrations. Older adults were more likely to drink at home or in smaller, planned gatherings — and to report a stronger sense of control or moderation in their drinking
“This research is about listening, not labelling. We wanted to understand what alcohol means in the lives of young adults — not from statistics alone, but from their own words, in the context of real, everyday life,” said Dearbhla O’Brien, CEO of Drinkaware.
From the outset, this project did not seek to argue whether young adults are drinking more or less. Instead, it explored the ‘why’ behind their choices — uncovering the subtle, often contradictory, forces shaping their behaviours.
John O’Mahony, Director of Behaviour and Attitudes Research, said, “This project offered a rare opportunity to hear directly from young adults in their own words, capturing the complexity and contradictions of their relationship with alcohol. What emerged was a deeply human picture — not just about drinking, but about identity, belonging, and navigating the pressures of modern life.”
The research identified seven overarching themes that reflect young adults’ relationship with alcohol today:
- Ubiquity – Alcohol is ever-present and culturally embedded in social life.
- Shifting Relationships – Drinking habits evolve with age, experience and personal reflection.
- Self-Perception – There is a strong desire to be seen as “in control” of drinking.
- Role of Occasion – Events, moods and context influence volume and frequency.
- Motivation to Reassess – Many want to drink less, but the ‘how’ remains difficult.
- Challenges in Abstaining – Not drinking requires navigating peer pressure and stigma.
- Surging Popularity of Non-Alcoholic Options – Though embraced more by older groups, they offer a pathway to social inclusion without alcohol.
Commenting further Ms O’Brien added, “Alcohol still plays a central role in young adults’ social lives, but this research marks a pivotal moment in understanding how young adults in Ireland relate to alcohol and shows there is a real appetite for change. Many are seeking balance, boundaries, and alternatives — yet often without the tools, support or social permission to fully embrace them,”
“That’s why these findings will play a key role in helping Drinkaware shape future messaging, provide support tools and help us build campaigns with and by young adults — not just for them. It’s about meeting young adults where they are and helping to shape a culture where drinking less, or not at all, is not only accepted but actively supported and celebrated.”
This summer, as festivals like Electric Picnic celebrate creativity, expression and connection, Drinkaware encourages young adults to make conscious choices around drinking — knowing that the culture is shifting, and they’re not alone in rethinking what role alcohol plays in their lives.
To read the full research report, visit: https://www.drugsandalcohol.ie/44073/
ENDS
For further information or to arrange an interview with Drinkaware CEO Dearbhla O’Brien, please contact:
Ciara O’Driscoll | Etch Communications | ciara@etchcomms.ie | 087 689 3600
Andrea Woods Murphy | Etch Communications | andrea@etchcomms.ie | 087 756 6195
Notes to the editor:
About Drinkaware: Drinkaware is a national charity working to prevent and reduce alcohol misuse in Ireland. It is governed by an independent board and regulated by the Charities Regulator. Registered Charity Number: 20204601
The full paper outlining the young adults quantitative study can be found here
References
1. The Drinkaware Young Adults Study 2025 is a qualitative study using an ethnographic approach among young adults aged 18-34 year olds conducted by Ipsos B&A across 2024 and 2025.