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Indian Express
13-06-2025
- Lifestyle
- Indian Express
Why Gen Z is choosing sobriety and what it means for drinking culture
If you still think being the life of parties requires a drink in hand, Gen Z has entered the chat—and they're proving otherwise. More and more young adults are choosing to skip the booze, not because of strict rules or financial struggles, but simply because 'they don't feel like it'. Unlike previous generations, for whom drinking has been a rite of passage, Gen Z is not just rejecting alcohol; they're also rewriting social norms. Having said that, sobriety is not about making a bold statement for many of them, but rather just another lifestyle choice. Data backs up this shift. The Conversation has even called Gen Z 'the soberest generation.' In 2023, only 18-20 per cent of Americans under 28 said they regularly drank alcohol, according to Statista. A 2024 UK study found that consumers aged 20 to 24 are nearly half as likely to prioritise spending on alcoholic beverages compared to previous generations. So, why are they ditching alcohol? Is it about wellness, rebellion, or simply shifting priorities? We spoke to young Indians to understand if they too are following their Western counterparts—and what this means for the future of drinking culture. For Ayushi, 26, drinking was never a big part of her life, and now it's barely there. 'It doesn't taste good, and it doesn't make my body feel good,' she said. No dramatic reason. No tragic incident. No doctor's orders. Just zero interest in drinking. For Tanveer, 23, and Sanchita, 19, it's a similar story. They do drink once in a while, but the idea that alcohol is essential for fun? Hard pass. Mahima, 22, said, 'I can be free, fun, and the life of the party—all while being sober.' A teetotaller for spiritual reasons, she never felt the need for alcohol to enjoy herself. When one night out costs as much as a short trip, many young people are choosing experiences over drinks. For Namitha (27), alcohol is just another unnecessary expense. 'Expensive cocktails? No thanks. I'd rather spend that money on travel or trying new cuisines,' she said. Sanchita, who drinks occasionally, noted cost as a big factor:'Drinking every weekend adds up, and it's just not worth it for something I don't even enjoy that much.' Sabhyata Goswami, clinical psychologist from Lissun, a mental health startup, pointed out the shifting family dynamics as reasons too: It's not news that alcohol, in any quantity, is bad for health. For Priyanshu, 23, fitness is a big reason to stay mostly sober. 'I want to stay physically and mentally healthy. Alcohol doesn't fit into that,' he said. Lujain, 22, avoids drinking due to her family's history of diabetes and heart issues. Add PCOS to the mix; alcohol becomes a no-go for her. Gen Z's awareness of mental health is also shaping their drinking habits, according to Goswami. 'Many young people are choosing therapy over alcohol to cope with stress. Unlike previous generations, Gen Z is open about anxiety and depression, reducing the likelihood of using alcohol as self-medication. However, some turn to other substances like vapes or designer drugs instead,' she said. Of course, not drinking still comes with its fair share of 'Arrey yaar, ek drink le lo (Come on, have one drink)' moments. For Priyanshu, peer pressure was real at first: 'I felt awkward when my friends said, 'Come on, just one drink!' Some even distanced themselves because I didn't drink.' Mahima dealt with the classic 'Ek drink se kuch nahi hota (Nothing happens because of just one drink)' arguments. But over time, people accepted her choice. Ayushi put it bluntly: 'People who pressure you to drink aren't really your friends. I just excuse myself until they get the point.' According to Pranay Aggarwal, sociologist and director at IAS Gurukul, Gen Z's rejection of alcohol is a noticeable trend in India. He attributes it to: 'Unlike Millennials, who embraced party culture, Gen Z is more interested in self-care and alternative socialising options like gaming parlours, cafés, and outdoor activities,' said Aggarwal. Platforms like Instagram and TikTok promote wellness, mindfulness, and sober curiosity, according to Aggarwal. But, he also noted that online trends can reinforce drinking culture, keeping peer pressure alive in different ways. Drinking is, somehow, deeply ingrained in corporate culture. Team outings, client meetings, weekend parties—alcohol is everywhere. For Namitha, resistance came mostly from colleagues over 40. 'They say things like 'This is the age to drink and enjoy life!' Some even joke, 'Yeh kaise logon ko hire kiya hai (What kind of people have they hired)?'' Ayushi agreed that corporate culture encourages drinking, but she never felt the need to fit in. Tanveer avoids drinking at corporate events altogether. Lujain dodges the pressure with excuses that range from,'I have an allergy' to 'Dharma bhrasht ho jaayega (My faith will be corrupted).' Gen Z has effectively dismantled the 'drinking = fun' equation, embracing sober socialising. Unlike Millennials, who normalised partying and social drinking, Gen Z prioritises personal well-being. Whether it's for health, money, personal values, or just pure disinterest, this generation is stepping away from drinking culture—and they don't care if you have a problem with it. According to Aggarwal, previous generations saw wellness as an afterthought—Gen Z has made it mainstream. 'Their lifestyle choices are accelerating the normalisation of sobriety in a way society wasn't expecting,' he said. So, the next time someone raises an eyebrow when you say 'I don't drink,' just do what Mahima does: 'Smile, sip your soft drink, and have the time of your life—hangover-free.'
Indian Express
07-05-2025
- Entertainment
- Indian Express
Why content creator Misha Agrawal's tragic death is a desperate call for change in the creator economy
Last month, a tragic incident laid bare the mental toll of social media fame. Misha Agrawal, a popular content creator, died by suicide on April 24, days before her 25th birthday. The reason? A steady loss of followers on social media. While her family initially kept the cause private, her sister Mukta Agrawal later revealed on Instagram that Misha had been battling depression triggered by a decline in her follower count. 'My little baby sister had built her world around Instagram and her followers, with a single goal of reaching 1 million followers and gaining loving fans. When her followers started decreasing, she became distraught and felt worthless. Since April, she has been deeply depressed, often hugging me and crying, saying, Jijja, what will I do if my followers decrease? 'My career will be over,' wrote Mukta on Misha's official Instagram account. Mukta also shared that Misha had set screenshots of her follower counts as her phone wallpaper. 'Instagram is not a real world and followers are not real love,' she wrote, urging others to look beyond metrics. Misha's story is an extreme but alarming illustration of a growing crisis within the creator economy, one where mental health is increasingly at risk as young people build their identities and livelihoods around digital validation. Mental and emotional toll of online presence In a conversation with creators spoke about the emotional strain of maintaining an online identity. Business creator Nitin Joshi called 'emotional calibration' his biggest challenge. 'Showing up with the same energy – whether you're celebrated, ignored, or hated – is the hardest part,' he said. Fashion and beauty creator Sana Ghauri echoed this sentiment. 'Some days, I'm dealing with breakouts, anxiety, or just feeling low but the algorithm doesn't care, right? You start questioning whether people will still engage if you're not glowing or creating daily. And let's not even talk about comparison. It's easy to feel like you're not doing enough when your feed is full of curated perfection,' she said. Sejal Bhalke, an emerging creator said, 'I knew there would be hate comments or people judging my appearance, but initially, since my follower count was small, the response was mostly positive.' Things flipped when one of her videos went viral. 'Suddenly, there were hate comments, judgements about how I looked, and of course, some support too. Now, I don't read comments at all. I post and go offline,' she said. Anything that is uncertain or is out of our control gives us anxiety; and this holds true for content creators as well. (Source: Freepik) Patterns in creator mental health Clinical psychologist Nishita Srivastava from Lissun, a mental health platform, has observed a concerning pattern in clients who work in content creation. 'Creators experience a 'high' – on getting 'likes' or appreciation in some form – that triggers a reward pathway similar to what people experience during substance use.' The problem, Srivastava noted, is what happens when that initial high fades: 'After some time, when the initial high dies, one might aim for more and more to achieve that same pleasure one felt initially. This might lead to frustration and desperation to be validated by others. In the long run, this leads to the individual's self-esteem and current mood being completely dependent on how well their content is doing on the social platforms,' she said. Algorithm anxiety and the nervous system The unpredictable nature of social media algorithms creates what experts call 'algorithm anxiety'—a state of constant hypervigilance that takes a physical toll on creators. 'Anything that is uncertain or is out of our control gives us anxiety; and this holds true for content creators as well. One never knows what might be the next viral reel or what might make one become and stay relevant,' said Srivastava. Psychologist Raashi Gurnani said she has seen a 'significant rise in clients who work as content creators or are deeply embedded in the social media space.' Many of them present with symptoms of chronic anxiety, burnout, and identity confusion. 'A common psychological pattern is emotional dysregulation triggered by inconsistent online feedback—what they often describe as 'the algorithm's mood swings.' These individuals live in a constant state of performance, where their self-concept becomes heavily enmeshed with audience reception,' she said. View this post on Instagram A post shared by Misha Agrawal (@themishaagrawalshow) Industry pressures and client expectations The pressure on creators isn't just internal; it often comes from brands and clients obsessed with metrics. Mohit Ghate, co-founder at Wit & Chai Group, acknowledged this reality: 'Absolutely, the client expectations around numbers like follower count, reach, and engagement often reduce creators to mere distribution channels, when in reality, they are storytellers and culture shapers.' While Ghate recognised the business necessity of tracking metrics – 'especially for justifying ROI, as agencies have to justify effort vs benefit ratio' – he argued that 'the obsession with vanity numbers can be deeply flawed.' Sheetal Sharma, founder and director of Supreme Support Consultants, a PR and influencer marketing agency, sees similar pressures. She said, 'The fixation on high performance, number of followers, and virality places huge pressure on creators to keep going nonstop. It makes them feel they can't spare an 'off' week.' The glamourisation of creator life Many industry insiders worry that the glamourised portrayal of influencer life misleads young people about the emotional costs of the profession. 'Influencer life is usually idealised – everything from travel to gifts, popularity, and adventure. But it's not seen the behind the scenes of endless takes for one perfect video, content strategy, worry, or loneliness. And for young creatives entering into this space with no boundaries and support systems, this can be perilous,' said Sharma. Piyush Agrawal, co-founder of CREATE, an influencer marketing and talent management agency, agreed: 'The truth is, it requires a thick skin and a strong work ethic to sustain in this field. While the rewards are high, the effort and pressure to consistently deliver are just as intense.' The struggle to show vulnerability Despite increasing awareness about mental health, many creators feel they can't openly discuss their struggles online. 'There's always pressure to appear 'fine.' Because in the creator economy, vulnerability has a shelf life — and performance has a premium,' explained Joshi. 'You're rewarded more for a motivational quote than for admitting weakness. Authenticity is encouraged — but only if it's viral, polished, and packaged with trending audio.' Ghauri shared a similar sentiment: 'As a creator, there's this unspoken pressure to always seem okay – put together, thriving, glowing. But the truth is, I have my low days too. Talking about mental health publicly still feels vulnerable, like people might judge or think I'm being 'too much'.' Some agencies are beginning to recognise the need for better mental health support for creators. (Source: Freepik) Coping mechanisms and finding balance Bhalke has developed her own methods for managing the emotional impact of social media. 'You'll laugh at this, but whenever I post a video, I literally switch off my internet and disappear until the next morning. It's like I've trained my mind to believe that if I don't watch the views, the video might actually perform better.' Srivastava recommended specific strategies for content creators to protect their mental well-being. 'Building movement: One might want to discover activities outside social media that keep them physically active and in touch with their authentic self. This could include activities like sports, gardening or pottery. Taking time off social media: Going for a digital detox or having days where you try to limit social media usage might be a great idea, especially for individuals who spend a lot of time online,' she said. Industry solutions and agency support Some agencies are beginning to recognise the need for better mental health support for creators. Ghate shared how his agency approaches burnout: 'What helps, even if it doesn't eliminate the pressure, is allowing creators the space to approach content in their voice and style. It acts like a safety valve, a small release in an otherwise high-pressure system. While it doesn't erase burnout, it certainly humanises the process.' Agrawal stressed financial discipline as a path to greater autonomy. 'When you're financially stable, you have the freedom to choose work that truly aligns with you and say no to what doesn't. That autonomy helps reduce the pressure,' he said. Sharma believes the industry culture is slowly shifting. 'Increasingly more brands are now recognising the power of authenticity and lasting impact compared to continuous outputs. As a studio, we're proponents for the well-being of creators and actively promote direct discussion with brands on realistic requirements and sustainable release timelines,' she said.
India.com
04-05-2025
- General
- India.com
It's Just a Thumbs Up'— Or Is It? How Emojis Are Impacting Gen Z's Mental Health At Work
In the world today where most conversation happens online, the workplace conversations also have largely shifted to online mode-whether through mails, teams or WhatsApp- and emojis have largely become a core part of our mode of communication. Remote and Hybrid work environments have made the non verbal cues more important that it ever was- and emojis fill that gap. For the Gen Z population, the youngest group in our workforce, a simple smiley face or a thumbs up can feel anything but simply what they intend to mean. Surabhi Pandey, Counseling Psychologist, Lissun shares insight on how these emojis are impacting Gen Z's mental health at work. The older colleagues might put thumbs up as a symbol of acknowledgement but for Gen Z, it might carry a tone of passive aggressiveness or no appreciation. Using emoji often gives a lot of space for subjective interpretation. The minor difference of how an emoji is used and how one might interpret could eventually become a source of tension, leading to anxiety in modern office culture. Unlike previous generations, Gen Z has grown up with digital communication as their native mode of communication. Emoji are no longer just an add-on for them, they are a very inherent part of their sentences- a very significant indicator of emotions, tone markers and mood setters. A simple message without any added emoji might feel a cold, dismissive or emotionally distant message. According to Telus International(2023), 74% of the Gen Z population of employees feel anxious about how they are being perceived in the workplace and over 60% of the Gen Z population of workers reported that they felt uncomfortable asking for clarification in digital interaction. According to Deloitte's 2024 Gen Z Report, 46% of employees in the Gen Z population say mental health challenges impact their ability to work effectively, in which toxic or unclear communication plays a major contributing factor. When the tone and intent of the message is misread it leads to second guessing, overthinking,feeling of imposter syndrome and even avoidance-especially among the people who experience anxiety or get overwhelmed easily. But it is not just the emojis but also the broader cultural gap. Gen Z has grown up prioritizing authenticity, open communication and emotional intelligence, and expects the same from workplace communication. When messages feel ambiguous it can impact their motivation, productivity and mental well being. So, now what can be done about it? It starts with awareness. The cross generational style of communication differs and being mindful of how small symbols and emojis are interpreted can create a long space between the speaker and intergenerational conversations should be encouraged around digital etiquette and tone Managers and Team members can benefit from open conversation about communication preference. The team can consider creating norms around workplace communication. It may assist in balancing emojis with clear language to reduce space for misinterpretation. In the end it is never really about the thumbs up or a simple smiley face- it is rather about feeling seen, acknowledged, understood and respected in the workplace. Because in a world where work happens through screens, even the simplest of symbols have the power to speak volumes.
Hindustan Times
22-04-2025
- Health
- Hindustan Times
Doctors say these simple, mindful activities can ease anxiety in Alzheimer's patients
Mindfulness offers a sense of calm, even in life's most delicate moments. For those experiencing Alzheimer's, anxiety often stems from memory loss and confusion. However, simple experiences like a familiar melody or the warmth of sunlight hold the power to bring comfort. In an interview with HT Lifestyle, Christie Saju, Counselling Psychologist at Lissun (Mental Health Platform), shared, 'Engaging in mindful activities, such as sipping tea, feeling the texture of a cherished item or listening to nature's sounds, helps anchor them in the present, easing distress and offering a sense of peace. These moments are not mere distractions but meaningful ways to connect, tapping into the ability to feel joy and engage the senses, even as cognition declines.' Caring for a loved one with Alzheimer's can be emotionally and physically demanding, especially when they experience anxiety and restlessness. However, simple, mindful activities can bring them a sense of comfort and peace. Bringing his expertise to the same, Dr Abhinit Kumar, Dept of Psychiatry in Sharda Hospital, said, 'Small actions like holding their hand, playing soft music, or showing them old photographs can make them feel safe and connected. Engaging the senses such as the aroma of flowers, the feel of a soft blanket, or the taste of a favorite dish can spark joy and calmness. Activities like gentle gardening, rhythmic breathing, or listening to familiar prayers help reduce stress.' He recommended, 'Light exercises, storytelling, or even a quiet walk in nature can enhance their well-being. The soothing touch of a loved one or hearing a familiar voice can provide immense reassurance. Being present with them, offering a warm smile, and speaking in a gentle tone can make a big difference. These moments of mindfulness not only ease their anxiety but also create beautiful, shared experiences. Caregivers should remember that while Alzheimer's affects memory, emotions remain deeply intact. Every kind word, loving gesture, and shared moment can bring comfort and connection. Let's help them savor the present, as love and care transcend memory loss.' Echoing that engaging in simple, mindful activities can offer immense comfort to Alzheimer's patients by grounding them in the present moment, Dr Archika Sudhanshu, Spiritual and Meditation Guru, explained, 'Just as meditation soothes stress and anxiety, gentle, focused activities such as listening to calming music, practicing deep breathing, or enjoying a favourite hobby can help in reducing agitation and bring a sense of peace. These activities provide a welcome distraction from confusion and stress, fostering emotional resilience and enhancing overall well-being. Mindfulness in daily interactions allows caregivers to create a nurturing environment where patients feel secure, valued, and connected to their surroundings.'
