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As the cost of living rises, Gen Z are feeling the pinch. If they do have money to spend, those dollars are competing with other “vices” that have become far more accessible in recent years, like gambling, gaming and cannabis.
Many of these alternative dopamine sources court young men specifically. According to the National Bureau of Economic Research, young men are gaming more and working less. Platforms like FanDuel, Stake, ESPN Bet and DraftKings (which are responsible for 95% of sports betting in the U.S.) have brought betting online, and Gen Z men are particularly susceptible to digital sports betting: 25% of men under the age of 45 have bet on sports or racing online, according to an Intuit Credit Karma study. 37% of Gen Z gamblers reported being addicted—14% more than all other demographics.
Drinks industry pros hypothesize that these trends are impacting the way young men relate to alcohol.
“There’s more competition for that ‘drinks spend’ today, from sports betting to YouTube, TikTok and endless streaming content,” says Cooper Spirits’ Executive Vice President Jon Holecz.
Cigarette sales are down, but Zyn (a nicotine pouch) is in. These hobbies add up. “Between online gaming, gambling, Starbucks and Zyn, we’re talking about $40–a-day habits from this generation,” says West. “We have these competing forces in beverage alcohol like never before.”
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Believe it or not we do have the internet, smart phones, and apps (online gaming apps, streaming, & TikTok). Zyn can be purchased locally. There are casinos within an hour drive and electronic gaming machines in every bar and gas station around. Rise Dispensary is in town (https://risecannabis.com/dispensaries/illinois/effingham) Hell, we even have a Starbucks.
Not a damn thing written there that changes the demographic.
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