Drinking on the rise among Canada's Gen Z: international survey
Previous research about Gen Z alcohol consumption that painted them as abstainers. For example, in 2020, researchers from the University of Michigan reported that abstention was steadily increasing among college-age Americans. In August 2024, a Gallup study found 65 per cent of U.S. adults under 35 considered drinking unhealthy.
An IWSR research survey conducted in March has turned that picture of Gen Z on its head. 'The idea that Gen Z drinkers are moderating significantly more than other generations isn't backed up by the data in our latest survey,' says Richard Halstead, IWSR's COO Consumer Insights.
IWSR interviewed 1,374 Canadian adults in total for its spring survey. This number was determined to be a representative sample of the national population of adults of legal drinking age in Canada.
The percentage of Canada's Gen Z legal drinking-age (LDA) population who reported drinking rose from 56 per cent in spring 2023 to 69 per cent in spring 2025.
Gen Z drinking more 'is based on what we call 'participation rate,'' says Halstead. To be considered a drinker, respondents must have had one or more drinks in the past six months, he wrote to National Post in an email.
The recent survey found a third of Canadian Gen Z drinkers reported that the last time they drank it was at a bar, restaurant or club — significantly higher than Canadian drinkers as a whole. Nearly four in five reported consuming spirits, which is higher overall than all drinkers in Canada.
The Canadian data for the other generational cohorts shows a small increase among Millennials: 71 per cent (April 2023) to 75 per cent (March 2025). However, alcohol consumption fell for Gen Xers (77 per cent in 2023 to 76 per cent in 2025) and Boomers (76 per cent in 2023 down to 72 per cent in 2025).
IWSR defines these age cohorts as follows: Gen Z (18−27); Millennials (28−43); Gen X (44−59); Boomers (60+).
Increasing income played a role in alcohol consumption among Gen Z drinkers, says Halstead. 'As more Gen Z LDA drinkers approach their mid-twenties, their disposable income is increasing, and that generally correlates with increased alcohol purchases.'
IWSR research says cost-of-living pressures have meant most consumers focused more on buying essentials and staying home, rather than going out drinking.
Otherwise, Halstead says the impact of demographic factors such as gender and household income has 'been fairly consistent in Canada.' Instead, he adds, an increasing number of people are reaching legal drinking age within Gen Z, boosting consumption for that cohort.
Gen Z alcohol consumption is also growing in other key markets. In the U.S., consumption among Gen Z consumers rose from 46 per cent to 70 per cent over the same time-period. In the U.K. it jumped from 66 per cent to 76 per cent, in India up from 60 per cent to 70 per cent and in Australia up from 61 per cent to 83 per cent.
Our website is the place for the latest breaking news, exclusive scoops, longreads and provocative commentary. Please bookmark nationalpost.com and sign up for our daily newsletter, Posted, here.
Hashtags

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
an hour ago
- Yahoo
Rush University System for Health joins forces with Fabric
Rush University System for Health has formed a strategic partnership with Fabric for Rush Connect and Rush Connect+ platforms designed to offer digital-first access to healthcare services. Under the collaboration, Fabric's AI-based virtual care technology will power the platform, reducing wait times. Fabric's AI-driven technology and virtual care platform will enable Rush Connect to deliver patient access to care with ease. Additionally, clinical teams will get access to the tools for expanding capacity and delivering quality care. Rush Connect guides patients from initial signs of illness to receiving medical care via a digital experience. It utilises Fabric's 24/7 AI Assistant for real-time patient triage and navigation. The system is designed to alleviate the pressures of increased patient demand and clinician burnout, which are exacerbated by fragmented healthcare solutions. Rush Connect+ subscribers will benefit from Fabric's asynchronous-first Virtual Care platform, connecting them with licensed providers for quick treatment plans. This approach aims to lessen wait times, broaden access, and streamline the care process for both patients and providers, marking a significant shift towards Access-as-a-Service in healthcare. Fabric founder and CEO Aniq Rahman said: "This collaboration is a great example of how our technology and clinical platform can scale to support new care models, ultimately enabling Rush to provide even better access to care for patients across the Midwest and setting a new standard for the entire country." The partnership between Fabric and Rush University System for Health represents a scalable, patient-centred model for health systems facing obstacles such as growing demand and workforce shortages. Earlier this year, Rush University System for Health expanded its partnership with Suki to implement the Suki AI Assistant across its enterprise. "Rush University System for Health joins forces with Fabric" was originally created and published by Hospital Management, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site. Error while retrieving data Sign in to access your portfolio Error while retrieving data Error while retrieving data Error while retrieving data Error while retrieving data
Yahoo
an hour ago
- Yahoo
Hospital, health system M&A falls in Q2 as Medicaid cuts loom: report
This story was originally published on Healthcare Dive. To receive daily news and insights, subscribe to our free daily Healthcare Dive newsletter. Mergers and acquisitions between hospitals and health systems were down in the second quarter compared to recent years, as impacts from new healthcare policy and trade uncertainty came into focus, according to a report by Kaufman Hall. Eight transactions were announced in the second quarter, the lowest in the quarter since at least 2017, according to the healthcare consultancy. About half of the transactions were divestitures. Hospital and health system M&A is expected to accelerate, although it 'may return at a slower pace than it fell' as the sector absorbs the impacts from federal policy changes, including cuts to Medicaid, the report said. No mega-mergers, or transactions in which the annual revenue of the smaller party exceeds $1 billion, were announced in the second quarter. That pushed the average seller size down to $175 million, 'relatively low' compared to recent year-end averages, according to Kaufman Hall. Other metrics were low, including total transacted revenue in the quarter, which hit $1.4 billion. The metric is the lowest second-quarter result since at least 2017. The next lowest quarter was 2018, which logged $3 billion in transacted revenue across deals. Hospital and health system transactions announced in Q2, 2017-2025 This embedded content is not available in your region. Still, the number of deals in the second quarter was a modest uptick from the five deals announced in the first quarter, according to Kaufman Hall. Deal numbers were probably low in the first quarter as market volatility and economic uncertainty from the Trump administration's new tariffs had a chilling effect on M&A, according to Kaufman Hall. The potential of significant cuts to Medicaid also likely dampened deals. Those cuts were realized after President Donald Trump signed a reconciliation bill in early July with over $1 trillion cuts in healthcare spending over the next decade. Most of those cuts will be concentrated in Medicaid, with providers bracing for hits to their revenue as the uninsurance rate rises. That chilling effect has consequently bled through into the first half of the year, according to the consultancy. 'Business challenges and uncertainty about federal and state policies have affected both the divestitures and affiliations we're seeing in the market,' said Anu Singh, managing director at Kaufman Hall. 'Now that some of the policy uncertainty has resolved, we expect providers will refocus their strategy and transformation efforts, which could spark greater activity in future quarters.' Recommended Reading Historic Medicaid cuts to come as Trump signs domestic policy bill Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data


Gizmodo
an hour ago
- Gizmodo
Hot Tick Summer Is Here. Here's What You Need to Know and How to Stay Safe
Summer in the U.S. is now in full swing. That means plenty of outdoor fun, Sun, and, unfortunately, for many of us, tiny eight-legged ticks to avoid. Ticks and the many illnesses they carry, like Lyme disease, are a growing public health threat. Just this week, for instance, the latest data from the Centers for Disease Control and Prevention showed that 2025 so far has seen the highest number of tick-related emergency room visits recorded since 2019. And though the worst tick species are especially common in the Northeast, disease-carrying populations are steadily spreading further across the U.S. What's more, scientists are still continuing to discover new viruses and bacteria spread by ticks that can potentially sicken people. With Americans firmly in the middle of hot tick summer, Gizmodo reached out to Dennis Bente, a professor of microbiology and immunology at the University of Texas Medical Branch. We spoke to Bente about why ticks are becoming a bigger problem, the best ways right now to protect ourselves against them, and the potential innovations that could eventually help us beat back the tick menace. The following conversation has been lightly edited for grammar and clarity. Ed Cara, Gizmodo: I live in the northeastern U.S., and my friends and family, especially dog owners, often complain about needing to look out for ticks sooner than they used to. Is the tick season really getting longer and larger? And what seem to be the major reasons why? Maps Show North America's Growing Tick Invasion Bente: Yes, your friends and family are absolutely correct in their observations. The tick season in the Northeastern United States has indeed become longer and more intense, with multiple scientific studies confirming both the expansion of tick activity periods and the growth of tick populations. What was once a relatively predictable seasonal threat has evolved into a year-round concern in many areas. The evidence shows that ticks are now active in winter due to climate change, with adult deer ticks active at temperatures as low as 14 degrees Fahrenheit [-10 degrees Celsius]. This has led to a year-round need for vigilance, as ticks now emerge whenever the ground is unfrozen and temperatures exceed freezing, extending their season beyond traditional months. Climate warming accelerates tick development, increases survival, and enables northward expansion at about 28 miles [45 kilometers] per year, especially in the Northeast. Factors like recovering deer populations, reforestation, landscape fragmentation, and fire suppression have also promoted tick populations by providing ideal habitats and microclimate regimes that favor tick survival. Gizmodo: When it comes to tick germs, people are probably most familiar with Lyme disease. But there are plenty more out there. What are some of the lesser-known tickborne diseases that keep you up at night? And are these diseases, like Lyme, becoming more common? A New York Man Was Killed by a Rare Brain-Infecting Disease Spread by Ticks Bente: While Lyme disease dominates public awareness of tickborne illnesses, it represents just the tip of a much larger iceberg. Powassan virus (POWV) stands out as perhaps the most frightening tickborne pathogen in North America. This flavivirus can cause severe encephalitis with mortality rates approaching 18.8% and devastating neurological consequences in 72.7% of survivors. Unlike other tickborne diseases, POWV can be transmitted within just 15 minutes of tick attachment, giving victims almost no opportunity for preventive tick removal. There are also other less-known viruses. The Heartland virus emerged in 2009 and has since been documented in over 60 cases across 14 states, with an estimated mortality rate of 5-10%. Bourbon virus (BRBV) was first identified in 2014 and remains poorly understood. Only 5 human cases have been reported in Kansas, Oklahoma, and Missouri, but blood tests suggest that it is much more widespread. Borrelia miyamotoi causes hard tick relapsing fever, a disease that often goes undetected despite being transmitted by the same ticks that carry Lyme disease. Between 2013 and 2019, 300 cases were identified through surveillance in just nine states that conduct active monitoring. This likely represents massive underreporting, as the disease is often misdiagnosed. There is also Ehrlichia and the spotted fever group rickettsiae, which represent a growing and increasingly complex threat. While Rocky Mountain spotted fever (Rickettsia rickettsii) remains the most severe, newly recognized rickettsial pathogens are emerging that can cause similar severe illness. Overall, tickborne diseases are absolutely becoming more common. The evidence is overwhelming: Total tickborne disease cases in the US increased 25% from 40,795 (2011) to 50,856 (2019). Gizmodo: Are there any treatments, vaccines, or other innovations in development that could possibly help us beat these germs? Bente: Yes, there are indeed promising treatments, vaccines, and innovative technologies in development that could help us finally gain the upper hand against tickborne diseases. Here's what's on the horizon: The most significant immediate breakthrough is VLA15, the first Lyme disease vaccine to reach advanced clinical trials in over two decades. Developed jointly by Pfizer and Valneva, this represents a major advancement over previous failed attempts. The vaccine has completed recruitment for its Phase 3 VALOR trial with 9,437 participants enrolled across the United States, Europe, and Canada. Results are expected by the end of 2025, with potential regulatory approval in 2026. Experimental Anti-Tick Vaccine Aims to Stop Bites That Could Spread Lyme Perhaps even more exciting than pathogen-specific vaccines are anti-tick vaccines that could prevent multiple tickborne diseases simultaneously by targeting the tick itself. Researchers have developed mRNA-lipid nanoparticle vaccines containing cocktails of tick salivary proteins. The most advanced formulation is the 19ISP vaccine. This vaccine causes rapid erythema development in the skin, early tick detachment, and decreased tick feeding by creating an immune response that alerts hosts to tick presence and prevents pathogen transmission when ticks are removed promptly. TP-05 is an investigational oral, systemic formulation of lotilaner developed by Tarsus Pharmaceuticals; it represents a revolutionary approach to tickborne disease prevention. This isoxazoline compound has successfully completed Phase 2a human trials, demonstrating 97% tick mortality within 24 hours of attachment, with a single dose providing protection for at least 30 days. Since ticks typically require 36 to 48 hours of attachment to transmit Lyme disease, killing them within 24 hours provides highly effective prophylaxis with an excellent safety profile in healthy volunteers. Gizmodo: In the meantime, how do we best keep these tiny pests from ruining our time outdoors? Bente: For reliable tick protection, the Centers for Disease Control and Prevention recommends EPA-registered repellents containing DEET, picaridin, IR3535, or Oil of Lemon Eucalyptus (OLE). Research consistently shows that DEET concentrations of 20 to 30% provide the most effective protection, with efficacy rates of 85 to 89% against ticks. Permethrin, readily available in stores, stands out as perhaps the most powerful weapon in your anti-tick arsenal. Unlike repellents that simply deter ticks, permethrin actually kills ticks on contact. When applied to clothing, it can provide protection for up to six weeks or six washes. The effectiveness is remarkable: permethrin-treated clothing has shown nearly 100% protection against tick attachment. A Kidney Transplant Came With an Unwelcome Hitchhiker: A Deadly Tick Germ Your clothing choices can serve as your first line of defense. Wear light-colored clothing to make ticks easier to spot. Long-sleeved shirts, long pants, and closed-toe shoes provide physical barriers, and tucking your shirt into pants and pants into socks creates additional protection by eliminating entry points. Stay on trail centers and avoid wooded, brushy areas during peak tick season (April to September). Daily tick checks are the most critical prevention measure. Most tickborne diseases require 24 to 48 hours of attachment for transmission, so quick removal dramatically reduces infection risk. Check your entire body using mirrors, focusing on warm areas: groin, armpits, scalp, behind ears and knees, and waistbands. Check children and pets daily, even after yard time, and shower within 2 hours to wash off crawling ticks. For proper removal, use fine-tipped tweezers to grasp the tick close to the skin. Pull upward with steady pressure—don't twist or jerk. Don't squeeze, crush, or burn the tick. Clean the bite area and hands with alcohol or soap. Be sure to photograph the tick for identification if symptoms develop and avoid folk remedies like matches or nail polish—these increase disease transmission risk.