{"id":19931,"date":"2024-03-26T08:00:00","date_gmt":"2024-03-26T08:00:00","guid":{"rendered":"https:\/\/leger360.com\/exploring-the-sober-curious-movement-a-generational-shift\/"},"modified":"2024-04-17T07:33:11","modified_gmt":"2024-04-17T11:33:11","slug":"exploring-the-sober-curious-movement-a-generational-shift","status":"publish","type":"post","link":"https:\/\/leger360.com\/en\/exploring-the-sober-curious-movement-a-generational-shift\/","title":{"rendered":"Exploring the Sober Curious Movement: A Generational Shift"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;section&#8221; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row admin_label=&#8221;row&#8221; _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text admin_label=&#8221;Text&#8221; _builder_version=&#8221;4.24.3&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p>Has the evolution from \u201cDry January\u201d to \u201cDamp January\u201d potentially paved the way for a longer-lasting \u201cSober Curious\u201d lifestyle for younger generations?<\/p>\n<p><!--more--><\/p>\n<p>According to our study \u201c<strong><a href=\"https:\/\/leger360.com\/en\/beyond-the-buzz-defining-the-sober-curious-movement\/\">Beyond the Buzz: Defining the Sober Curious Movement<\/a>,\u201d <\/strong>there is a notable trend that Gen Z and Millennials are exploring alcohol-free alternatives. Our research unpacks what this might mean for brands looking to attract the sober curious demographic.<\/p>\n<p><strong>1. Younger generations at the forefront of online awareness of the movement<\/strong><\/p>\n<p><img decoding=\"async\" style=\"height: auto; max-width: 100%; width: 300px; float: right; margin: 20px 0px 20px 20px;\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/04\/Feature-Image-1-People-doing-cheers.jpg\" alt=\"Sober curious people doing cheers\" width=\"300\" height=\"200\" \/>Gen Z and Millennials, while being the most prolific alcohol drinkers, exhibit the most significant awareness and interest in alcohol-free options. Their awareness is largely fueled by social media, at 36% among Gen Z and Millennials. This trend highlights a complex relationship with alcohol consumption among the younger generations, as they balance alcohol indulgence with a growing interest in the sober curious lifestyle.<\/p>\n<p>Social media plays an important role in the adoption of this lifestyle, with younger consumers having sufficient influence and support through social media groups and other online platforms dedicated to the sober living, such as <a href=\"https:\/\/www.instagram.com\/noboozebabes\/\">No Booze Babes<\/a>, which has 40,000 Instagram followers. Our research found that social media and celebrities\/influencers significantly motivate younger consumers when purchasing a brand. So, for brands looking to connect with sober curious Gen Z and Millennials, incorporating these platforms and influencer marketing into their marketing strategies is critical.<\/p>\n<p><strong>2. Embracing the movement: celebrating without alcohol<\/strong><\/p>\n<p><img decoding=\"async\" style=\"height: auto; max-width: 100%; width: 300px; float: right; margin: 20px 0px 20px 20px;\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/04\/Feature-Image-2-People-sitting-drinking.jpg\" alt=\"Sober curious friends sitting drinking\" width=\"300\" height=\"200\" \/>After identifying where to engage younger, sober curious consumers online, the question now shifts to how brands can effectively connect with them face-to-face.<\/p>\n<p>According to our research, Gen Z and Millennials like to describe themselves as \u201cspecial occasion drinkers\u201d (42%) and \u201csocial drinkers\u201d (37%). For this reason, brands with a pulse on what younger consumers want are integrating themselves into sober-friendly lifestyles. <a href=\"https:\/\/drinkloverboy.com\/pages\/our-story\">Loverboy<\/a>, for example, created by Kyle Cooke and Amanda Batula of the reality show <em>Summer House<\/em> on Bravo TV, is a non-alcoholic beverage line that bills itself as \u201cThe Destination for All of Your Celebratory Needs.\u201d The brand hosts events throughout the country, such as pool parties. Other brands and establishments offer educational experiences focused on non-alcoholic beverage food pairings and workshops on creating mocktails. <a href=\"https:\/\/www.mindfuldrinkingfest.com\/\">Mindful Drinking Fest<\/a> is an annual event with a tasting hall, bars, seminars, brand activations, and a non-alcoholic rave. <a href=\"https:\/\/www.absenceofproof.com\/events\">Absence of Proof<\/a> is an event series that hosts sober pop-up events, and <a href=\"https:\/\/www.getzeroproofed.com\/\">Zero Proofed<\/a> curates cocktail kits, events, and bar programs nationwide. Even dating apps like Bumble are offering sober happy hours.<\/p>\n<p><strong>3. The untapped potential: Gen X and Boomer generations<\/strong><\/p>\n<p><img decoding=\"async\" style=\"height: auto; max-width: 100%; width: 300px; float: right; margin: 20px 0px 20px 20px;\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/04\/Feature-Image-3-Woman-on-her-phone.jpg\" alt=\"Woman on her phone\" width=\"300\" height=\"200\" \/>Although Gen Z and millennials show the greatest enthusiasm and knowledge about adopting a sober curious lifestyle, there are still many opportunities for brands to engage with Gen X and boomer consumers. Achieving this may require a more tailored approach in both the messaging and product positioning in order to meet the interests and preferences of these older demographics.<\/p>\n<p>Given that the older generations are less likely to be on Instagram and TikTok, it could be wise to appeal to them via other social media platforms, such as Facebook, or through email marketing (<a href=\"https:\/\/porchgroupmedia.com\/blog\/generational-consumer-shopping-trends\/#:~:text=Older%20generations%20prefer%20in%2Dstore,appeals%20to%20boomers%20and%20silents.\">preferred by about 80% of Gen Xers).<\/a> These generations also prefer in-store shopping to experience products, suggesting that brands could invest in experiential and immersive non-alcoholic beverage events to activate these consumers.<\/p>\n<p><strong>Generational Marketing in the Sober Curious Moment<\/strong><\/p>\n<p>Before diving into targeted generational marketing campaigns within the sober curious market, start your journey by testing your brand\u2019s messaging, brand identity, and packaging visuals with consumer research. These types of tests will help you align on the advertising communications and on pack designs that resonate with your target consumer, without alienating other audiences.<\/p>\n<p>Gain deeper insights by downloading our <strong>Beyond the Buzz: Defining the Sober Curious Movement study report<\/strong>!<\/p>\n<p>[\/et_pb_text][et_pb_button button_text=&#8221;Download&#8221; button_alignment=&#8221;center&#8221; module_class=&#8221;hs-cta-trigger-button hs-cta-trigger-button-164641112068&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Has the evolution from \u201cDry January\u201d to \u201cDamp January\u201d potentially paved the way for a longer-lasting \u201cSober Curious\u201d lifestyle for younger generations? According to our study \u201cBeyond the Buzz: Defining the Sober Curious Movement,\u201d there is a notable trend that Gen Z and Millennials are exploring alcohol-free alternatives. Our research unpacks what this might mean for brands looking to attract the sober curious demographic. 1. Younger generations at the forefront of online awareness of the movement Gen Z and Millennials, while being the most prolific alcohol drinkers, exhibit the most significant awareness and interest in alcohol-free options. Their awareness is largely fueled by social media, at 36% among Gen Z and Millennials. This trend highlights a complex relationship with alcohol consumption among the younger generations, as they balance alcohol indulgence with a growing interest in the sober curious lifestyle. Social media plays an important role in the adoption of this lifestyle, with younger consumers having sufficient influence and support through social media groups and other online platforms dedicated to the sober living, such as No Booze Babes, which has 40,000 Instagram followers. Our research found that social media and celebrities\/influencers significantly motivate younger consumers when purchasing a brand. So, for [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":19932,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"Has the evolution from \u201cDry January\u201d to \u201cDamp January\u201d potentially paved the way for a longer-lasting \u201cSober Curious\u201d lifestyle for younger generations?\n\n<!--more-->\n\nAccording to our study \u201c<strong><a href=\"#form\" rel=\"noopener\">Beyond the Buzz: Defining the Sober Curious Movement<\/a>,\u201d <\/strong>there is a notable trend that Gen Z and Millennials are exploring alcohol-free alternatives. Our research unpacks what this might mean for brands looking to attract the sober curious demographic.\n\n<strong>1. Younger generations at the forefront of online awareness of the movement<\/strong>\n\n<img style=\"height: auto; max-width: 100%; width: 300px; float: right; margin: 20px 0px 20px 20px;\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/04\/Feature-Image-1-People-doing-cheers.jpg\" alt=\"Sober curious people doing cheers\" width=\"300\" height=\"200\" \/>Gen Z and Millennials, while being the most prolific alcohol drinkers, exhibit the most significant awareness and interest in alcohol-free options. Their awareness is largely fueled by social media, at 36% among Gen Z and Millennials. This trend highlights a complex relationship with alcohol consumption among the younger generations, as they balance alcohol indulgence with a growing interest in the sober curious lifestyle.\n\nSocial media plays an important role in the adoption of this lifestyle, with younger consumers having sufficient influence and support through social media groups and other online platforms dedicated to the sober living, such as <a href=\"https:\/\/www.instagram.com\/noboozebabes\/\">No Booze Babes<\/a>, which has 40,000 Instagram followers. Our research found that social media and celebrities\/influencers significantly motivate younger consumers when purchasing a brand. So, for brands looking to connect with sober curious Gen Z and Millennials, incorporating these platforms and influencer marketing into their marketing strategies is critical.\n\n<strong>2. Embracing the movement: celebrating without alcohol<\/strong>\n\n<img style=\"height: auto; max-width: 100%; width: 300px; float: right; margin: 20px 0px 20px 20px;\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/04\/Feature-Image-2-People-sitting-drinking.jpg\" alt=\"Sober curious friends sitting drinking\" width=\"300\" height=\"200\" \/>After identifying where to engage younger, sober curious consumers online, the question now shifts to how brands can effectively connect with them face-to-face.\n\nAccording to our research, Gen Z and Millennials like to describe themselves as \u201cspecial occasion drinkers\u201d (42%) and \u201csocial drinkers\u201d (37%). For this reason, brands with a pulse on what younger consumers want are integrating themselves into sober-friendly lifestyles. <a href=\"https:\/\/drinkloverboy.com\/pages\/our-story\">Loverboy<\/a>, for example, created by Kyle Cooke and Amanda Batula of the reality show <em>Summer House<\/em> on Bravo TV, is a non-alcoholic beverage line that bills itself as \u201cThe Destination for All of Your Celebratory Needs.\u201d The brand hosts events throughout the country, such as pool parties. Other brands and establishments offer educational experiences focused on non-alcoholic beverage food pairings and workshops on creating mocktails. <a href=\"https:\/\/www.mindfuldrinkingfest.com\/\">Mindful Drinking Fest<\/a> is an annual event with a tasting hall, bars, seminars, brand activations, and a non-alcoholic rave. <a href=\"https:\/\/www.absenceofproof.com\/events\">Absence of Proof<\/a> is an event series that hosts sober pop-up events, and <a href=\"https:\/\/www.getzeroproofed.com\/\">Zero Proofed<\/a> curates cocktail kits, events, and bar programs nationwide. Even dating apps like Bumble are offering sober happy hours.\n\n<strong>3. The untapped potential: Gen X and Boomer generations<\/strong>\n\n<img style=\"height: auto; max-width: 100%; width: 300px; float: right; margin: 20px 0px 20px 20px;\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/04\/Feature-Image-3-Woman-on-her-phone.jpg\" alt=\"Woman on her phone\" width=\"300\" height=\"200\" \/>Although Gen Z and millennials show the greatest enthusiasm and knowledge about adopting a sober curious lifestyle, there are still many opportunities for brands to engage with Gen X and boomer consumers. Achieving this may require a more tailored approach in both the messaging and product positioning in order to meet the interests and preferences of these older demographics.\n\nGiven that the older generations are less likely to be on Instagram and TikTok, it could be wise to appeal to them via other social media platforms, such as Facebook, or through email marketing (<a href=\"https:\/\/porchgroupmedia.com\/blog\/generational-consumer-shopping-trends\/#:~:text=Older%20generations%20prefer%20in%2Dstore,appeals%20to%20boomers%20and%20silents.\">preferred by about 80% of Gen Xers).<\/a> These generations also prefer in-store shopping to experience products, suggesting that brands could invest in experiential and immersive non-alcoholic beverage events to activate these consumers.\n\n<strong>Generational Marketing in the Sober Curious Moment<\/strong>\n\nBefore diving into targeted generational marketing campaigns within the sober curious market, start your journey by testing your brand\u2019s messaging, brand identity, and packaging visuals with consumer research. These types of tests will help you align on the advertising communications and on pack designs that resonate with your target consumer, without alienating other audiences.\n\nGain deeper insights by downloading our <strong>Beyond the Buzz: Defining the Sober Curious Movement study report<\/strong>!\n\n{{cta('160884407420','justifycenter')}}","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"post_language_cat":[38],"class_list":["post-19931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence","post_language_cat-us-en-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Exploring the Sober Curious Movement: A Generational Shift - Leger<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leger360.com\/en\/exploring-the-sober-curious-movement-a-generational-shift\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exploring the Sober Curious Movement: A Generational Shift\" \/>\n<meta property=\"og:description\" content=\"Has the evolution from \u201cDry January\u201d to \u201cDamp January\u201d potentially paved the way for a longer-lasting \u201cSober Curious\u201d lifestyle for younger generations? According to our study \u201cBeyond the Buzz: Defining the Sober Curious Movement,\u201d there is a notable trend that Gen Z and Millennials are exploring alcohol-free alternatives. Our research unpacks what this might mean for brands looking to attract the sober curious demographic. 1. Younger generations at the forefront of online awareness of the movement Gen Z and Millennials, while being the most prolific alcohol drinkers, exhibit the most significant awareness and interest in alcohol-free options. Their awareness is largely fueled by social media, at 36% among Gen Z and Millennials. This trend highlights a complex relationship with alcohol consumption among the younger generations, as they balance alcohol indulgence with a growing interest in the sober curious lifestyle. Social media plays an important role in the adoption of this lifestyle, with younger consumers having sufficient influence and support through social media groups and other online platforms dedicated to the sober living, such as No Booze Babes, which has 40,000 Instagram followers. Our research found that social media and celebrities\/influencers significantly motivate younger consumers when purchasing a brand. So, for [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/leger360.com\/en\/exploring-the-sober-curious-movement-a-generational-shift\/\" \/>\n<meta property=\"og:site_name\" content=\"Leger\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/leger360\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-03-26T08:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-17T11:33:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/04\/Feature-Image-1-People-doing-cheers.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jason Anthony\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@leger360\" \/>\n<meta name=\"twitter:site\" content=\"@leger360\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jason Anthony\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/exploring-the-sober-curious-movement-a-generational-shift\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/exploring-the-sober-curious-movement-a-generational-shift\\\/\"},\"author\":{\"name\":\"Jason Anthony\",\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/#\\\/schema\\\/person\\\/34dfccb7aa46dcd4085221008ca51ac9\"},\"headline\":\"Exploring the Sober Curious Movement: A Generational Shift\",\"datePublished\":\"2024-03-26T08:00:00+00:00\",\"dateModified\":\"2024-04-17T11:33:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/exploring-the-sober-curious-movement-a-generational-shift\\\/\"},\"wordCount\":756,\"publisher\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/exploring-the-sober-curious-movement-a-generational-shift\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/leger360.com\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/Feature-Image-1-People-doing-cheers.jpg\",\"articleSection\":[\"Market intelligence\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/exploring-the-sober-curious-movement-a-generational-shift\\\/\",\"url\":\"https:\\\/\\\/leger360.com\\\/en\\\/exploring-the-sober-curious-movement-a-generational-shift\\\/\",\"name\":\"Exploring the Sober Curious Movement: A Generational Shift - 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Leger","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/leger360.com\/en\/exploring-the-sober-curious-movement-a-generational-shift\/","og_locale":"en_US","og_type":"article","og_title":"Exploring the Sober Curious Movement: A Generational Shift","og_description":"Has the evolution from \u201cDry January\u201d to \u201cDamp January\u201d potentially paved the way for a longer-lasting \u201cSober Curious\u201d lifestyle for younger generations? According to our study \u201cBeyond the Buzz: Defining the Sober Curious Movement,\u201d there is a notable trend that Gen Z and Millennials are exploring alcohol-free alternatives. Our research unpacks what this might mean for brands looking to attract the sober curious demographic. 1. Younger generations at the forefront of online awareness of the movement Gen Z and Millennials, while being the most prolific alcohol drinkers, exhibit the most significant awareness and interest in alcohol-free options. Their awareness is largely fueled by social media, at 36% among Gen Z and Millennials. This trend highlights a complex relationship with alcohol consumption among the younger generations, as they balance alcohol indulgence with a growing interest in the sober curious lifestyle. Social media plays an important role in the adoption of this lifestyle, with younger consumers having sufficient influence and support through social media groups and other online platforms dedicated to the sober living, such as No Booze Babes, which has 40,000 Instagram followers. Our research found that social media and celebrities\/influencers significantly motivate younger consumers when purchasing a brand. So, for [&hellip;]","og_url":"https:\/\/leger360.com\/en\/exploring-the-sober-curious-movement-a-generational-shift\/","og_site_name":"Leger","article_publisher":"https:\/\/www.facebook.com\/leger360\/","article_published_time":"2024-03-26T08:00:00+00:00","article_modified_time":"2024-04-17T11:33:11+00:00","og_image":[{"width":1200,"height":800,"url":"https:\/\/leger360.com\/wp-content\/uploads\/2024\/04\/Feature-Image-1-People-doing-cheers.jpg","type":"image\/jpeg"}],"author":"Jason Anthony","twitter_card":"summary_large_image","twitter_creator":"@leger360","twitter_site":"@leger360","twitter_misc":{"Written by":"Jason Anthony","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/leger360.com\/en\/exploring-the-sober-curious-movement-a-generational-shift\/#article","isPartOf":{"@id":"https:\/\/leger360.com\/en\/exploring-the-sober-curious-movement-a-generational-shift\/"},"author":{"name":"Jason Anthony","@id":"https:\/\/leger360.com\/en\/#\/schema\/person\/34dfccb7aa46dcd4085221008ca51ac9"},"headline":"Exploring the Sober Curious Movement: A Generational Shift","datePublished":"2024-03-26T08:00:00+00:00","dateModified":"2024-04-17T11:33:11+00:00","mainEntityOfPage":{"@id":"https:\/\/leger360.com\/en\/exploring-the-sober-curious-movement-a-generational-shift\/"},"wordCount":756,"publisher":{"@id":"https:\/\/leger360.com\/en\/#organization"},"image":{"@id":"https:\/\/leger360.com\/en\/exploring-the-sober-curious-movement-a-generational-shift\/#primaryimage"},"thumbnailUrl":"https:\/\/leger360.com\/wp-content\/uploads\/2024\/04\/Feature-Image-1-People-doing-cheers.jpg","articleSection":["Market intelligence"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/leger360.com\/en\/exploring-the-sober-curious-movement-a-generational-shift\/","url":"https:\/\/leger360.com\/en\/exploring-the-sober-curious-movement-a-generational-shift\/","name":"Exploring the Sober Curious Movement: A Generational Shift - 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