Alcohol consumption in the United States continues to evolve, shaped by health concerns, economic pressure, and changing social norms. ThinkNow’s 2025 Alcohol Consumption Report, based on a nationally representative survey of U.S. adults age 21+, offers a clear picture of how, where, and why people are drinking today—and how those behaviors vary sharply by generation and cultural background.
Download the full report here.
Across generations, Millennials stand out as the most active alcohol consumers. They are the most likely to drink weekly or more often and show the highest participation across nearly every beverage category, including beer, wine, cocktails, hard liquor, and hard seltzers. Unlike older cohorts, Millennials’ drinking occasions span both everyday relaxation and special celebrations, reinforcing their role as the industry’s most versatile consumer segment.
Gen X follows closely behind in frequency, while Boomers show steadier, less variable habits. Gen Z, in contrast, is notably less likely to drink frequently and more likely to report cutting back altogether.
Regardless of age or ethnicity, alcohol consumption is now primarily an at-home activity. Nearly three-quarters of drinkers say they most often consume alcohol at home, far exceeding restaurants, bars, or social gatherings. This shift reflects lasting changes from recent years, including cost control, convenience, and lifestyle reprioritization.
While Millennials remain the most likely to associate drinking with celebrations, Gen Z is the least likely to drink at home, suggesting a looser attachment to alcohol as a routine behavior rather than a default social accompaniment.
A critical takeaway from the report is that moderation is rising. More adults report decreasing their alcohol consumption over the past year than increasing it. Health and financial considerations dominate the reasons for cutting back, with improvements in physical health and saving money cited most often.
These motivations vary by age. Younger adults, especially Gen Z, are more likely to consciously reduce consumption, while Boomers largely report no change, indicating that habits stabilize with age.
Among Millennials specifically, avoiding hangovers is a disproportionately strong driver of reduced drinking, highlighting growing awareness of alcohol’s short-term physical costs even among heavy participants.
For those who are drinking more, stress is the dominant factor. Roughly half of adults who increased their alcohol consumption cite stress or anxiety as the primary reason, followed closely by discovering new beverages they enjoy. Socializing more often and having greater disposable income also contributes to a lesser extent.
This contrast, health-driven reduction versus stress-driven increases, underscores the polarized role alcohol continues to play: both a potentially unhealthy choice and a coping mechanism.
About half of alcohol consumers say their preferences have changed in the past year, whether in brands, flavors, or beverage types. These shifts are most pronounced among younger consumers, particularly Gen Z and Millennials, who are far more likely than older adults to experiment.
Two-thirds of drinkers overall say they are open to trying new brands or flavors, but openness declines sharply with age. Boomers overwhelmingly prefer familiar options, while Millennials and Gen X occupy a middle ground between exploration and brand loyalty.
When buying alcohol, trusted brands and social enjoyment matter most across the board. Affordability, alcohol content, and perceived quality also rank highly. However, Millennials consistently evaluate more factors than any other generation, placing greater emphasis on brand prestige, recommendations, packaging, and trend relevance.
This suggests a more complex decision-making process, where functional attributes and social signaling intersect, especially for younger and mid-aged consumers.
Just over one-third of alcohol consumers say global events, including economic shifts or trade changes, have a moderate or significant impact on their access to or preference for imported alcohol. Sensitivity to global influence is highest among Asians, Gen Z, and Millennials, indicating that international supply chains and pricing dynamics increasingly shape consumer choice.
Alcohol consumption in 2025 is defined by moderation, experimentation, and context. Consumers are not abandoning alcohol, but they are thinking more carefully about when, why, and what they drink. Health concerns are pushing behavior in one direction, while stress and discovery pull in another. For brands and retailers, understanding generational and cultural nuance is central to staying relevant in a market that is becoming more selective, more intentional, and more fragmented.
Download the full report here.
Holiday 2025 is shaping up to be a year of early planning, tighter budgets, and strategic channel shifting, and Hispanic consumers are at the center of this transformation. A national survey of 600 adults, including 300 Hispanics and 300 Non-Hispanics, uncovers how economic pressures, DEI pullbacks, and rising household costs are reshaping holiday behavior across the country. The data reveals that Hispanic shoppers are changing behavior more quickly and more decisively than their Non-Hispanic peers, which creates both challenges and opportunities for brands trying to reach these high-value households.
Download the full report here.
Three out of four Hispanics say their everyday spending has changed since the start of the year. This is significantly higher than Non-Hispanics. Cost sensitivity is driving widespread behavior changes. More than six in ten Hispanics are cooking at home more often, cutting back on dining out, and choosing lower cost or secondhand alternatives. Budget adjustments are strongest among bilingual and Spanish dominant households, which are also the groups most likely to adopt new savings tactics and switch retailers.
Over the past six months both Hispanics and Non-Hispanics have shifted toward free media, but Hispanics are leading the migration. Cancellations of paid streaming platforms are more common among Hispanic households, especially Millennials and bilingual respondents. YouTube, social media, and free video services show rising engagement. Millennials have the highest rate of switching, reinforcing that mobile first video first environments remain essential for effective holiday advertising.
Christmas, Thanksgiving, and New Year’s Eve remain universally celebrated, but Hispanic cultural traditions play a strong secondary role. Nochebuena, Día de Muertos, Las Posadas, and Three Kings’ Day show high participation among Hispanic respondents, which expands the holiday window for marketers seeking season-long engagement.
Holiday shopping begins early for many Hispanics. Nearly 30 percent of bilingual consumers begin shopping by July and Spanish dominant shoppers peak in November before Black Friday. Gen X consumers are the most likely to start early across both ethnic groups.
Spending intent is another differentiator. Hispanics plan to spend an average of 702 dollars on gifts compared to 616 dollars among Non-Hispanics. Twenty five percent of Hispanics expect to spend 1,000 dollars or more. Larger households and buying for more children contribute to these higher totals.
Amazon, Temu, eBay, Walmart, and Target continue to lead among all segments. Hispanics show a stronger mix of channels. They are more likely than Non-Hispanics to shop at department stores and discount stores, yet they also report a stronger shift toward online shopping compared to last year.
Smartphones are the primary device for holiday purchases across segments, especially among younger Hispanics. This indicates that frictionless mobile checkout is no longer optional. Buy Now Pay Later is also used at higher rates among Hispanics, particularly bilingual Millennials and Gen X.
Price is the top influence for holiday shopping decisions, followed by product quality. Hispanics show higher responsiveness to offers and rewards programs. Free shipping, coupons, and loyalty benefits are the most effective promotional levers.
Discovery patterns also differ. Hispanic consumers rely more heavily on family and friends, YouTube, social media, and in-store displays for ideas. Millennials, especially bilingual Hispanics, are much more likely to use AI tools like ChatGPT when searching for gift inspiration.
Hispanics travel for pleasure during the holidays at higher rates than Non-Hispanics. Travel is largely domestic and family oriented. Millennials lead in travel intent, while Spanish dominant and bilingual consumers are the most likely among Hispanics to take trips
Nearly 60 percent of bilingual Hispanics say the race or ethnicity of influencers is important when deciding whether to trust recommendations. Millennials show similar patterns. This contrasts sharply with English dominant Hispanics and Boomers, who place less weight on cultural identity. This signals that representation continues to matter, especially for younger bicultural audiences.
Holiday 2025 consumer behavior is defined by early planning, value sensitivity, and digital discovery. To reach Hispanic households effectively during the Holiday season, brands should consider the following actions.
The 2025 holiday season will likely reward brands that understand how quickly Hispanic consumers are adapting to economic pressures and evolving digital habits. Their stronger shift toward value seeking, earlier shopping timelines, high mobile engagement, and reliance on family, social platforms, and culturally aligned influencers creates a distinct path to purchase that is not mirrored in the broader market. These households are younger, larger, and more active across retail channels which positions them as a critical growth audience for retailers and advertisers. Brands that meet them with relevant language, compelling offers, and mobile friendly experiences will capture disproportionate share in a competitive season that begins earlier each year.
Download the full report here.
Latin music is no longer a niche. It’s a global phenomenon reshaping how brands navigate an increasingly digital and culturally diverse landscape. Streaming platforms are breaking down barriers to discovery, giving artists instant access to global audiences and perpetuating cultural diffusion across borders. But with that access comes disruption and a need to rethink how value is created and shared. For marketers, this means looking beyond conventional metrics and focusing on where and how people engage with content.
Technology also accelerates creativity, but with it comes new challenges. While artificial intelligence now makes it possible to generate music with a prompt, it also raises serious ethical questions around authorship, ownership, and compensation. As AI becomes more embedded into creative workflows, the industry is grappling with how to protect the integrity and livelihoods of human creators.
The ethical use of AI is also closely tied to cultural resonance, especially with Gen Z, an audience that values authenticity and resists being confined to traditional genre boxes. Their listening habits are shaped more by mood, context, and cultural nuance than by conventional categories, challenging marketers to meet them with content that feels personal and real.
Ultimately, music rooted in cultural truth, even when fused with other sounds, has the power to bring people together regardless of background or geography. The consumer shapes what’s popular, and technology amplifies that influence, making it easier for audiences to discover, share, and champion the music that speaks to them.
In this episode of The New Mainstream podcast, Jose Abreu, Vice President of Digital Marketing & Streaming, Latin Iberia Region, at Sony Music Entertainment, explores how technology, culture, and consumer behavior are reshaping the future of music and what brands can learn from it.
On March 1, 2025, President Donald Trump signed Executive Order 14224, officially designating English as the national language of the United States. Some might have found it surprising that the U.S. managed to make it 250 years without a designated national language, but the Founding Fathers didn’t see language as something the federal government should regulate. Their focus was on freedom of speech, religion, and expression, not cultural uniformity. There’s no mention of language in the U.S. Constitution, which was intentional since many early Americans spoke German, Dutch, French, and other European languages, and the government operated in a relatively multilingual environment.
The new executive order isn’t just symbolic since it also rescinds Executive Order 13166 from August 11, 2000, which mandated federal agencies and recipients of federal funding to provide language assistance to individuals with limited English proficiency (LEP). The administration frames this change as a step toward national unity and efficiency but it’s likely to have a negative impact on multicultural communities and businesses.
Though the executive order does not immediately eliminate multilingual services, it grants federal agencies the discretion to determine the extent of language support they offer. This shift places millions of LEP individuals at risk of reduced access to essential services, from healthcare to emergency alerts. For instance, the National Weather Service recently ceased translating emergency warnings into other languages due to the expiration of a translation contract, raising concerns about the safety of non-English-speaking communities during critical events. As someone with an 80-year-old Spanish-speaking mother who needs access to Spanish language services, I find this troubling.
Companies contracting with the federal government now face a complex landscape. While existing civil rights laws, such as Title VI of the Civil Rights Act of 1964, still prohibit discrimination based on national origin, the rollback of mandated language assistance may lead to inconsistent application across agencies. Businesses and agencies now have the unenviable task of determining how to stay compliant with existing law while interpreting the new executive order. Additionally, organizations that previously invested in multilingual services to meet federal requirements might reconsider these offerings, potentially alienating non-English-speaking customers and employees. At a time when the percentage of immigrants in the U.S. is at an all-time high, reducing language options for constituents and consumers could have a negative impact on sales and delivery of services.
The designation of English as the official language sends a message likely to be perceived as exclusionary by multicultural communities. Language is deeply tied to cultural identity, and policies prioritizing one language over others contribute to the perception of marginalization.
In this evolving environment, it's imperative for businesses and organizations to:
While the executive order states that its aim is to streamline government operations and promote unity, its broader implications cannot be overlooked. While it may be a noble goal to get my mother and other foreign-language speakers to speak better English, they may never be able to speak it at the level of their native language and will continue to need financial and legal documents translated. Fortunately, I can translate most things for my mom, but it makes sense for businesses and government agencies to do so since that gives them more control over the message and helps create a society that values every individual's contribution, regardless of language proficiency.
The transition from working in large companies to owning a startup is a journey of both challenge and opportunity. For many entrepreneurs, it's a chance to reconnect with their passions, streamline their offerings, and create deeper emotional connections with clients. However, all companies, regardless of size, must navigate the complexities of maintaining a strong brand identity and making decisions that align with their core values.
In today’s competitive marketplace, companies are not only navigating fluctuations in market demand but also facing intense scrutiny in the court of public opinion. Take Target, for example. Once celebrated for its commitment to diversity, equity, and inclusion and its thoughtful multicultural marketing campaigns, the retailer now faces boycotts from consumers and the loss of popular brands that once graced its shelves.
As many brands discovered in 2020, companies that stay true to their mission, vision, and values resonate more deeply with consumers. People invest in brands that align with their values, and when companies genuinely uphold their principles, their community will support them.
In this episode of The New Mainstream Podcast, Maribel Lara, Founder of Beget Love Consulting, shares insights on her journey into entrepreneurship and how authenticity can help brands thrive, even when faced with challenges.
In today’s fast-paced world, consumers face a constant stream of messages, making it increasingly difficult for brands to stand out and for customers to commit. Relationship design is emerging as a key strategy to reduce churn and foster long-term brand loyalty. By crafting thoughtful customer interactions – whether in person or online – brands can create spaces where they feel safe, supported, and valued. This approach builds trust, encourages engagement on their terms, and instills the confidence they need to spend freely.
A cornerstone of relationship design is the concept of "feedback loops." Actively seeking customer input allows brands to refine their offerings and continuously strengthen connections with their audience. As brands scale, maintaining these relationships requires systems that enable consistent engagement and feedback to ensure the bond remains strong over time. This dynamic helps brands stay attuned to evolving needs while demonstrating a genuine commitment to their customers.
Human connection is at the heart of relationship design. Personalized emails, meaningful social media interactions, and attentive customer service are just a few ways brands can cultivate trust and authenticity. Additionally, brands that authentically live out their values and mission resonate more deeply with consumers, particularly when those values align with the consumers' own beliefs.
Ultimately, relationship design goes beyond selling a product or service—it’s about crafting meaningful experiences that inspire repeat business and transform customers into brand advocates. When executed effectively, it’s a win-win for both the brand and the consumer.
In this episode of The New Mainstream podcast, Cairo Marsh, Founder & Executive Partner at relativ, shares insights on how brands can thrive by fostering a culture of care and connection through relationship design.
Although the COVID-19 pandemic accelerated the shift to digital for many consumers, e-commerce in Mexico had already been experiencing steady growth prior to the pandemic. According to the 2020 "Impact of COVID-19 on Online Sales" report by the Mexican Association of Online Sales (AMVO), app-based sales in Mexico surged by 90% from April to June of that year. Additionally, 19% of respondents predicted that by 2021, e-commerce would make up more than 30% of their total sales.
While technology has become more accessible and online shopping platforms offer greater variety and convenience, they are not the only option for many consumers. To better understand Mexico's e-commerce landscape, ThinkNow conducted a nationwide quantitative survey, analyzing data by gender, socio-economic level, and age. The study provided valuable insights into online shoppers’ behaviors, including the influence of reviews, holiday shopping trends, and spending expectations.
Click here to download the report.
The trend of online shopping continues to gain momentum, particularly among younger consumers and those in higher socio-economic segments. Our findings reveal that three out of five Mexicans shop online, although it is important to note that shopping remains a blend of physical and digital experiences. In certain segments, physical stores continue to play a crucial role, primarily due to the need to interact with products before making a purchase—an experience that digital platforms cannot fully replicate.
There is also a clear relationship between socioeconomic level and online shopping frequency, with higher-income segments conducting more digital transactions. Our findings highlight a significant need for financial solutions tailored to lower socio-economic segments, as limited access to electronic payment options remains a key barrier to online shopping. It's also worth noting that younger generations, particularly Millennials and Generation Z, are the most frequent online shoppers.
The way Mexicans shop online varies depending on where they live and their socio-economic level. However, we find that, on average, 45% of Mexicans shop online at least once weekly. Middle-lower socio-economic status (C- and D+) tend to shop less frequently. Among the most commonly purchased products online are clothing, personal care accessories, and grocery items, highlighting the range of product categories acquired online.
Consumers use a variety of retail apps for online shopping, with Walmart being a popular choice. However, Mercado Libre and Amazon have emerged as the top two leading e-commerce platforms. While Temu and Shein are newer entrants to the Mexican market, they have quickly surpassed several competitors in converting brand awareness into user engagement.
What does e-commerce offer to Mexican consumers? Primarily, the convenience of shopping from home at any time of day which is especially appealing to younger generations. In fact, seven out of ten consumers learn about current promotions through store apps or websites, followed by social media. This allows retailers to leverage exclusive online deals and discounts to attract and engage consumers.
Smartphones have become the primary device for online shopping and are closely linked to how users discover promotions. Another key factor influencing online purchase decisions is customer reviews and ratings. Millennials and Gen Zers, in particular, place more trust in reviews than older consumers, who tend to base their decisions on other factors. Additionally, the importance of reviews decreases as socio-economic level rises, with reviews being most significant for consumers in the AB/C+ socio-economic segments.
Nearly all consumers plan to make purchases during the holiday season, though not all intend to do so online. A primary reason for this is the desire to avoid potential shipping delays during this high-demand season. Amazon and Mercado Libre remain the preferred online retailers for holiday purchases, with these platforms being more popular for year-end shopping than regular purchases—likely due to guaranteed delivery promises and special seasonal offers.
For the 2024 holiday season, almost half of Mexican consumers plan to spend more on gifts compared to 2023, whereas others plan to maintain their current spending levels. Boomers are generally more cautious with their finances, but Millennials are willing to spend more during this season. The estimated average holiday spending is 1,800 pesos, with some variations depending on the demographic group.
The growing demand for e-commerce in Mexico will continue to expand, offering year-round opportunities for retailers, particularly during the holiday season. While physical stores remain essential for certain segments, retailers must pursue an omnichannel approach, seamlessly integrating both online and offline experiences to meet the evolving needs of consumers.
Click here to download the report.