Is the Future of Sobriety Event-Full? A Critical Investigation of the Potential Effectiveness of Sober Events as Alcohol Consumption Reduction Initiatives for Gen Z Adults in Scotland
“As the alcohol consumption rates are declining more than ever, this dissertation explores the reasons behind so many Generation Z adults choosing sobriety or moderate drinking. Little academic research has been conducted on this topic considering the recency of this phenomenon. This work examines Gen Z adults’ views on alcohol consumption and the current legislations aimed at alcohol consumption and harm reduction in Scotland. Through in-depth qualitative research, this social group was found to be discouraged by excessive drinking habits and perceived current policies as ineffective. After exploring Gen Z adults’ experiences attending sober events, it has been proven that drinking alternatives target this social group more effectively than a limitation-focused strategy. More sober spaces and evens are highly desired and have a potential of being an encouraging initiative for alcohol consumption reduction. The findings of this study are unique, covering many undiscovered academic fields. Reviewing current policies and exploring young adults’ attitudes, they can serve as a guide for governmental bodies on how to improve the effectiveness of their campaigns. Generation Z is extremely different from previous generations and this study explores some aspects that might be crucial to understanding it better. Distrust towards the government, attitude influences, and the need to ‘save the world’ are just some of them examined by the author. Due to the recency of this academic field and the uniqueness of findings, it is believed this study can contribute to the governmental campaigns planning and an overall improvement of Gen Z adults’ quality of life.”
Read the full dissertation by Ewa Miko, BA (Hons) International Festival and Event Management