An announcement last month after the annual Pub Conference (yes, it’s a thing; please take a moment to appreciate this fact) revealed that pub owners are facing an unprecedented crisis over how to attract 18- to 24-year-olds into their beer-soaked, fish-and-chip-smelling establishments. Generation Z (those born from 1995 onwards) reportedly drink less than previous generations, and a recent study also shows that fewer of us have smoked cigarettes. We are the most anxious, least gender-binary and most connected generation of all time. Drug use is down by 29% among 11- to 15-year-olds, and studies show that those under 21 prefer to Netflix and chill than go out on the town.
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