Community Spotlight: The Rise of the Sober Curious
At Cubaka, we’re diving into niche social communities to find out what makes them tick and how brands can connect with them. One of the most intriguing trends we’ve uncovered is the rise of the “sober curious” movement. Gone are the days when drinking was the ultimate social catalyst; today, many are reassessing their choices. Just like the flexitarian movement reshaped eating habits, a growing crowd - particularly among Gen Z - is exploring a more intentional relationship with alcohol.
Who’s in the Sober Curious Crowd?
So, who exactly are the sober curious? Young adults are leading the charge, with around 28% choosing to forgo alcohol entirely - a significant contrast to older demographics. British consumers aged 20-24, for instance, are far less likely to spend their hard-earned cash on booze for home gatherings compared to those over 75. Their motivations are rooted in health and well-being. The top reasons include a desire to improve physical health (39%), save money (35%), indulge occasionally (35%), and prioritise mental health (29%).
Gen Z is reshaping how alcohol fits into their lives. For them, it's not a staple; it's an occasional treat. They are increasingly aware of how alcohol affects their physical and mental health, opting for moderation over abstinence. They embrace balance, proving that you can still enjoy life without relying on a drink.
Where Do They Connect?
You’ll find the sober curious crowd thriving on Instagram and TikTok. These platforms are home to a rapidly growing online community that advocates for mindful drinking and celebrates sober living. Hashtags like #Sober and #SoberTok are paving the way for alcohol-free spaces where influencers like @MillieGooch, @HappyWithoutTheHooch and @IAmLaurenWhite shine a spotlight on sober party tips, personal stories that challenge traditional views on alcohol, and mocktail recipes.
These influencers foster engagement and connection by showing that a night out doesn’t have to revolve around drinks. It’s all about creating moments that are fun, fulfilling, and, most importantly, authentic.
Brand Opportunity: Meeting the Sober Curious Where They Are
Now, here’s where it gets interesting for brands. For alcohol companies, low- or no-alcohol options are a perfect fit for the sober curious. Sharing recipes, lifestyle content, and creative ways to enjoy these drinks can help convey the message that choosing sobriety doesn’t mean sacrificing fun.
But it’s not just alcohol brands that can benefit. Non-alcohol brands have a golden opportunity to engage with this movement, too. They can showcase lesser-known offerings, unique products or brand-coherent lifestyle attitudes that appeal to this curious mindset. It all starts with thinking about how your brand could promote inclusivity and well-being without relying on traditional drinking culture.
For instance, you could get in on the sober fun by collaborating with a non-alcohol brand, similar to how SXSW recently teamed up with Seedlip, for an alcohol-free cocktail demonstration.
For instance, brands can dive into the sober fun by collaborating with a non-alcohol brand, much like SXSW’s recent partnership with Seedlip. As the official sponsor of SXSW’s 2022 Wellness Expo, Seedlip poured non-alcoholic drinks and hosted a panel focused on stories of adventure, activism and connection, amplifuing the sober curious conversation.
Why The Sober Curious Community Matters
The sober curious aren’t just a passing trend; they signify a substantial cultural shift. They’re challenging traditional social norms and crafting unique definitions of community and well-being. This group is redefining how we connect and socialise, both in real life and online. As this vibrant community expands, brands that engage with them will discover exciting new ways to resonate with and expand their audiences, as well as forge connections with new and emerging groups like the sober curious.
Want to partner with an agency that’ll connect you with niche social communities like this one? Let’s chat!