Beyond the Buzz
How sobriety became a national movement—and a new normal on college campuses
—By Zachary Sheena
On a brisk fall evening in Ann Arbor, University of Michigan student Alexandra Abramson happily ties a bright orange sober bandana around her right arm before a Saturday night Greek life event. The orange band symbolizes her being “the sober,” a quiet but powerful declaration. “I choose to wear the orange bandana because I want to ensure that everyone gets home safely,” she says. “I’ve seen firsthand how many people have gotten hurt by alcohol. I believe alcohol is starting to fade more than I possibly thought it could, and that’s for the benefit of society.”
Abramson is not alone. Across the entire country—and the world—drinking, a rite of passage and social norm, is losing ground among young people. Data shows that fewer college students and adults under 35 are drinking at all, and even if they are drinking, it is much less. Social media now celebrates “Dry January” and “Sober October.” Along with that, mocktails are being served all over the world. Universities are expanding sobriety programs while also emphasizing banning alcohol and other substances in college housing. Alcohol sales are flattening all over the country, clearly demonstrating this movement.
The sobriety movement is about recalibration—a generational understanding of what fun, connection, and adulthood look like. Through the lens of the University of Michigan, it is evident that this movement reflects a broad shift in values: health, safety, and self-awareness.
Trend spreading throughout college campuses
Many people feel that sobriety is a lonely lifestyle choice, but the numbers clearly suggest something else. A 2025 Gallup Poll states that only 54% of Americans say they drink alcohol, this being the lowest rate in 40 years. A majority of Americans now believe that even moderate drinking is harmful to health.
The story surrounding sobriety is now more complex than ever. The new sobriety movement is fueled by four primary sources: health awareness, changing social norms, financial costs, and the rise of sober groups across the country.
Health awareness
For many years, moderate drinking was considered “harmless” — even healthy. Many even touted that they drank red wine every night with their dinner. It is normal to hear sayings like “wine is good for the heart” and “social drinking is important for mental health.” Recent research supports this viewpoint.
In 2024, the Washington Post reported new evidence that supports the idea that drinking can lead to an increase in dementia and cancer rates. This prompted the US Centers for Disease Control and Prevention to reassess its previous statements on alcohol, even further speaking out against the damage it can do to the average person.
This data resonates with Isai Fuentes, Regional Program Director for Mothers Against Drunk Driving (MADD). “College students might feel pressure to fit in with students who do partake,” he explains, “but their brains are still developing until their mid-20s. While it might seem that the college experience needs to involve drinking, students can still have an excellent experience without alcohol.” Fuentes adds that MADD isn’t anti-alcohol but pro-safety: “Impairment is impairment — no amount of alcohol should be consumed when driving.” One of the most significant problems that comes with alcohol is the way people act when under the influence. This is what Fuentes works with on a day-to-day basis.
Fuentes’ comments correlate directly with the growing understanding among students that alcohol can interfere with, not enhance, life performance. Students across the country are now more concerned with sleep, anxiety, and productivity. A 2025 article from Time Magazine by Solcyre Burga explains that alcohol isn’t freedom, but fatigue for Gen Z, saying, “It is becoming clear that, for whatever reasons, today’s younger generations are just less interested in alcohol and are more likely than older generations to see it as risky for their health.”
Changing social norms
Drinking was once a symbol that represented inclusiveness — the social passport needed to be “cool.” For this generation, sobriety has become increasingly popular.
Abramson, a Michigan student and sorority member, says she has noticed a “quiet shift” even in Greek life, which is renowned for drinking: “Although many people still drink, more people than ever have lessened how much they drink. People are realizing that you can have fun without alcohol.”
This sentiment isn’t just present on the Michigan campus. Benny Fortunoff, a student at Tulane University, describes how sobriety has been an essential aspect of his life. “Being sober has always held significance for me,” he says. “I’ve surrounded myself with a mixture of people, both drinking and sober. My sober friends have been there for me every step of the way and preach the same ideas that I do.”
Currently, it’s important to remember that sobriety is not a form of isolation — it’s a community. Social media highlights this with the constant presence of hashtags like #sober, #soberlife, and #sobercurious, which have compiled billions of views. Influencers across the country are highlighting clarity, health, and productivity as outcomes of sobriety. Many wellness brands are now sponsoring companies that offer alcohol-free products.
Beyond the sober-lifestyle content, there have been many anti-drunk-driving messages promoted in society. For example, state and federal partners have reported significant exposure for the National Highway Traffic Safety Administration (NHTSA) program called “Sober or Get Pulled Over,” which began in 2010 and has generated millions of impressions since. Also, there is a “Decide to Ride” partnership among MADD, Anheuser-Busch, and Uber that focuses on responsible transportation on college game days to ensure students are safely getting from place to place.
Even drinking cultures, like Greek life or college sports, are now seeing a rebalance in terms of alcohol drinking. On Michigan game days, fraternities designate sober drivers to ensure that safety is a priority. Sobriety is no longer an outlier, but a new kind of conformity that takes health above all.
Economic reality
Alcohol is not the same successful business that it used to be among students and across the nation. Today’s students are facing unimaginable costs, including tuition, housing, food, and the debt that comes with all of that. Partying every weekend isn’t just bad for health; it’s expensive.
A 2025 Business Insider feature quoted a beverage executive who said, “Gen Zers’ drinking habits deviate from those of their older siblings and parents in several ways.” The idea is that the younger generation is more focused on health and their futures, so alcohol has been pushed to the side.
“People are starting to see that the negatives are so massive in comparison to a temporary good feeling,” says Adam Mesh, a University of Michigan alumnus. “Seeing fewer people drink has been something nice to witness, especially in kids, because alcohol is a gateway to many other bad substances.” Mesh’s experience and generational perspective emphasize how quickly norms can change: “Throughout my life I have never met someone who told me drinking would make my life better, but I have met a lot of people who told me it ruined their lives.”
News infrastructures surrounding sobriety
The sobriety movement isn’t just psychological — it’s part of the social structure. College campuses are beginning to invest in promoting wellness and helping students make the right decisions.
Collegiate Recovery Programs (CRPs) and sober living places are expanding across the nation. According to Hazelden Betty Ford Foundation, “there are approximately 250,000 college students in the United States who have ever received treatment for alcohol or drug use.” This clearly highlights the necessity of these infrastructures to ensure that students are taken care of above all.
At the University of Michigan, these wellness initiatives have become a priority. Campus offices like Wolverine Wellness highlight intelligent decision-making and alcohol free events. Abramson’s advocacy for sober culture is a clear example that aligns with the sobriety trend.
The Michigan lens: a campus transition
Michigan, famous for football, has long embraced alcohol as part of the “college identity.” Under the surface, attitudes are changing, and students want to be part of the sobriety movement.
Adam Mesh, reflecting on his own college years at the University of Michigan, says the change feels “refreshing.” “Students are now looking at things differently and, more importantly, in their best interests. I think the new generation is much smarter”, Mesh states.
The resistance
Despite its momentum, sobriety can still be isolating. Many people fear being labeled as “boring” or “lame.” Abramson admits it can be awkward: “When people noticed I didn’t drink, some didn’t understand. Now, people are beginning to respect the sober values.” Not everyone remains on board with sobriety. There are still many student athletes, fraternities, and sororities that abuse alcohol and go against the sobriety movement. A study from 2022 conducted by the National Institutes of Health found that while the drinking rate dropped, “young adults 19 to 30 years old who smoke marijuana increased significantly.” The alcohol industry has noticed the massive shift towards sobriety. There are companies across the alcohol industry producing alcohol-free lines that are projected to reach over $1 billion in sales this year. Even the alcohol industry is learning to sell sobriety.
Health, policy, and the future of sobriety
The implications of sobriety extend far past student life. If these sobriety trends continue, there will be other tangible health gains: reduced rates of drunk-driving, cancer, and liver disease deaths will save lives all over the country. The National Highway Traffic Safety Administration reports that “about 34 people in the United States die in drunk-driving crashes each day—that’s one person every 42 minutes.” As the alcohol rate decreases, thousands of lives across the country may be saved.
Universities are uniquely positioned to amplify the sobriety movement. At the University of Michigan, this means transforming the culture to prioritize safety and wellness. In many ways, Abramson’s orange wristband exemplifies this transition: not a badge of restriction, but a banner of evolution and honor.
The new definition of freedom
From Tulane to the University of Michigan, Abramson has watched a shift gain momentum. More students are choosing reality over chaos. Sobriety is no longer a solitary decision but a movement grounded in health and genuine connection.
In Ann Arbor, she sees it firsthand. The energy at gatherings doesn’t fade without the presence of alcohol—it becomes more real. Sobriety isn’t the end of fun—it’s the beginning of a different kind of freedom: one that doesn’t come in a bottle.
Alcohol leads to many bad things,” she says. “I just want to make sure I’m doing everything I can to prevent that.”
Feature Photo by Marcel Straub on Unsplash