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Michala Todd

Exploring the Sober-Curious Movement Among Gen Z and Its Impact on the Alcohol Industry

Biography

Michala Todd is in her fourth year of Professional Communication at TMU, working toward a minor in psychology, marketing, and communication design. Before attending TMU, she earned a diploma in Acting for Film, TV, and Theatre from Toronto Film School, driven by her passion for music and performance. She currently interns with FHCP (Food, Health & Consumer Products of Canada), serves as a communications assistant for The Creative School Chrysalis at TMU, and is the media editor for The Style Circle podcast at TMU.

Details of Project

As Gen Z increasingly questions traditional drinking culture, the sober-curious movement has emerged as a significant social shift. This research explores the motivations behind Gen Z’s evolving relationship with alcohol, including health consciousness, social media influence, and changing societal norms. Additionally, it examines how the alcohol industry is responding through product innovation, marketing strategies, and the rise of non-alcoholic alternatives.

As a server/bartender for the past eight years, I have personally noticed a shift in drinking habits, with more customers opting for non-alcoholic beverages and mindful drinking choices. In today’s climate, where many businesses struggle to stay open in a post-pandemic world, understanding these shifts is crucial. Identifying ways to adapt and maintain revenue is more important than ever, making this research a valuable resource for industry leaders navigating the evolving landscape of consumer preferences.

Lightning talk

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