During college, nights out and heavy drinking felt normal to Ethan Jones Romero. In his early 20s, grabbing drinks with friends was simply part of the routine.
But at 27, the Brooklyn-based actor says that version of his life no longer fits.
“The way I feel after drinking isn’t really worth how much fun I had,” he told USA TODAY.
Instead of late nights at bars, he now prioritizes early morning runs, strength training sessions, and consistent workouts. And he’s far from alone.
Across the country, younger Americans are quietly redefining what social life looks like.
From Barstools to Barbells
A new report from the Bank of America Institute titled “Younger generations move from barstools to barbells” reveals a clear cultural shift: Gen Z and Millennials are drinking less and investing more in fitness.
Economists analyzed spending data from 70 million Bank of America consumer and small business accounts. The findings show that younger generations are reshaping how Americans socialize — and where they spend their money.
“Younger Americans are really driving this movement that we’re calling ‘The Great Moderation,’” said Joe Wadford, economist at Bank of America Institute.
This isn’t about full sobriety for everyone. It’s about balance.
Moderation Over Abstinence
“Dry January” still sees a spike in participation, but the data suggests that people aren’t necessarily extending total sobriety throughout the year. Instead, the bigger long-term trend is moderation.
The report also references data from the Substance Abuse and Mental Health Services Administration showing a sharp decline in binge drinking among adults ages 21 to 34. Over the past decade, nearly 3.9 million people in that age group stopped binge drinking — a significant cultural shift.
Meanwhile, alcohol spending as a share of household budgets is hovering near 40-year lows, based on data from the Bureau of Labor Statistics.
And here’s the key detail: it’s not just rising prices driving this change.
Consumption itself is falling.
Why Bar Spending Is Still Rising
Interestingly, there’s a twist.
While spending at liquor, wine, and beer stores dropped 5% year-over-year in January, spending at bars rose 4%.
So what’s happening?
It appears many younger consumers are cutting back on drinking at home while still seeking social experiences outside. Bars are adapting by expanding non-alcoholic offerings — mocktails, alcohol-free beers — and focusing more on food, community events, and atmosphere.
You can go out, enjoy the vibe, socialize — and skip the alcohol.
And culturally, that choice is becoming far more accepted.
Choosing not to drink is no longer seen as strange or antisocial. For many in Gen Z, it’s simply normal.
The Fitness Boom Among Gen Z
While alcohol spending softens, fitness spending is gaining momentum — especially among Gen Z.
According to the report, Gen Z credit and debit card spending in fitness categories grew roughly 9% year-over-year. Bar spending growth for the same group was under 4%.
Millennials show similar — though slightly smaller — trends.
By comparison:
- Gen X fitness spending grew about 4%
- Baby Boomers’ bar spending rose nearly 8%
Younger generations aren’t eliminating experiences. They’re just choosing different ones.
Gyms, boutique studios, group classes, golf, and active hobbies are becoming primary social outlets.
And from a financial perspective, it makes sense.
A monthly gym membership often costs less than multiple weekly bar tabs. At a time when affordability matters more than ever, fitness delivers both social connection and health benefits at a lower long-term cost.
“Operating on Premium”
For Jones Romero, the difference has been personal.
Although fitness has always been part of his life, he recently realized that “weekend warrior” drinking was quietly undermining his progress. Hangovers were affecting his energy, recovery, and workout performance.
In the past two months, he’s had drinks just once while out with friends. Mostly, he says, because moderation doesn’t come naturally for him.
“If I can’t just have one or two, I’d rather not drink at all.”
The result?
His workouts feel sharper. Recovery is faster. Energy is higher.
“I’m operating more efficiently. I was on regular gas and now I’m on premium,” he said.
And perhaps most importantly — his friends support the change.
“If your friends aren’t cool with you being able to go out sober, I don’t think they’re good friends. My friends have been really supportive and don’t pressure me.”
A Lasting Cultural Shift?
Industry experts don’t see this as a short-term trend.
Shikha Jain, partner and head of consumer North America at Simon-Kucher, believes the rise of non-alcoholic beverages and fitness-first lifestyles reflects a deeper generational mindset.
“This isn’t just a fad. It’s a strong trend.”
Health, efficiency, financial awareness, and intentional living are becoming defining values for Gen Z and Millennials.
The party isn’t over.
It’s just evolving.
From barstools to barbells, a generation is choosing clarity over hangovers — and premium over regular.
