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We believe the best way to quit drinking is to start by cutting back. Big overnight changes can feel overwhelming, but small steps build real, lasting change. That’s why we created I’m Good: to give you a simple way to track your habits, notice how alcohol affects your mood and energy, and feel confident saying “I’m good” when another round is offered.
Americans are rethinking their relationship with alcohol in a big way. A new Gallup poll shows that just 54% of adults now say they drink alcohol, the lowest percentage since Gallup started tracking in 1939. That’s a stunning drop from 67% only a few years ago. Even more striking, a majority of Americans, 53%, now believe that moderate drinking (one or two drinks per day) is bad for their health.
This is a dramatic cultural shift. For decades, drinking was woven into the fabric of American life: a beer after work, wine at dinner, cocktails at celebrations. Alcohol was marketed as glamorous, sophisticated, and even healthy. Many people grew up hearing that a nightly glass of wine could protect your heart. But the science has changed, and so has public opinion.
Younger generations are leading the way. Only half of adults under 35 say they drink, and two-thirds of them think even moderate drinking is harmful. That’s a big reversal from past decades, when young people were the heaviest drinkers. Older adults are catching up too. Just a decade ago, only about 20% believed moderate drinking was bad for you. Now, about half agree.
It’s not just about age either. Drinking rates are dipping across political groups, genders, and income levels. Even among those who still drink, habits are changing: fewer people report having had a drink yesterday or even in the past week. All of this points to a larger story. Drinking is no longer the automatic, unquestioned part of American life it once was. Instead, more people are questioning whether alcohol belongs in their routines at all.
“Americans’ changing attitudes toward alcohol are clear… the once-popular belief that moderate drinking could have health benefits has been overtaken by concerns about its risks.” (Gallup, via AP)
Gallup regularly asks Americans about their drinking habits. This year, they wanted to know how many people are drinking and what they believe about alcohol’s health effects. The backdrop: years of new research showing that alcohol, even in small amounts, may increase health risks like cancer and heart disease, despite old advice that a daily glass of wine could be “good for you.”
Fewer people are drinking, and more people believe alcohol is harmful. The biggest shift has happened among younger adults, but older generations are rethinking too. That’s a big cultural turn: for decades, alcohol was marketed as a lifestyle staple, from “a beer after work” to “wine for your heart.” Now, science is changing the story, and public opinion is catching up.
If you’ve ever thought, “Maybe I should cut back,” you’re not alone. Millions of Americans are making the same choice, and the cultural pressure to drink is easing. That means it’s easier to say “I’m good” when someone offers another round—and easier to feel like you’re part of a larger movement. This isn’t just a personal trend—it’s a national one.
Yes, and the benefits show up faster than most people expect. Alcohol affects nearly every system in your body: your liver has to work overtime to process it, your brain chemistry shifts to adapt, and your sleep gets disrupted even after just one or two drinks. Cutting back often leads to clearer mornings, better energy, and improved focus within a week or two. Over the longer term, drinking less lowers the risks of heart disease, high blood pressure, depression, and at least seven types of cancer.
For decades, the idea of “a glass of wine for your heart” was popular, but newer research has shown those protective effects were overstated or tied to other lifestyle factors, like diet and exercise. Public health organizations, including the World Health Organization, now emphasize that no level of drinking is truly risk-free. That doesn’t mean you can’t ever enjoy a drink, but it does mean that choosing to drink less is choosing better odds for your long-term health.
Public opinion is shifting because the science is clearer than it used to be. In the 1990s and early 2000s, moderate drinking was often framed as harmless or even beneficial, especially for cardiovascular health. But as larger, longer studies came out, researchers found that alcohol increases the risk of cancer, disrupts sleep cycles, and can worsen mental health, even at low levels. Those findings have been widely shared by global health organizations, doctors, and news outlets in the past decade.
This steady drumbeat of evidence is changing how people think. Gallup’s latest poll shows that over half of Americans now believe moderate drinking is bad for health, up from just 28% in 2015. That’s a huge shift in less than ten years. So if you’ve noticed more conversations about “dry January,” mocktails, or mindful drinking, you’re seeing science-driven cultural change in action.
Yes, and it’s a big generational flip. For most of the past century, young adults were the heaviest drinkers, while older adults slowed down with age. Now, Gallup’s poll shows that only about half of 18 to 34-year-olds drink at all. That’s lower than the rates for middle-aged and older Americans. Young people are also the most likely to say moderate drinking is harmful, with about two-thirds agreeing.
This suggests a different relationship with alcohol is taking shape. Socializing without alcohol is more common, through alcohol-free bars, wellness-centered events, or simply ordering mocktails. Younger generations have also grown up seeing the health costs of heavy drinking in their parents’ and grandparents’ lives, which may make them more cautious. If you’re in this age group, you’re part of a generation redefining what it looks like to have fun and connect without relying on alcohol.
Absolutely. With only 54% of Americans now identifying as drinkers, skipping alcohol is no longer unusual. In fact, you’re just as likely to meet someone who doesn’t drink as someone who does. That’s a huge cultural shift compared to the mid-20th century, when drinking was almost universal and often expected at social gatherings.
This change makes it easier to set boundaries without awkwardness. Whether you’re cutting back for health, financial, or personal reasons, you’re moving with the tide, not against it. You’re also less likely to be singled out for saying “I’m good” at the bar, since non-drinking and mindful drinking are both becoming more mainstream. Social norms are catching up to personal health goals.
When people reduce or stop drinking, the improvements often show up quickly. Better sleep is usually the first thing people notice, without alcohol disrupting deep sleep cycles, mornings feel more rested. Within weeks, skin often looks clearer, energy levels rise, and focus improves. Mentally, many people feel less anxious, since alcohol can amplify stress hormones after its relaxing effect wears off.
Longer-term changes are even more meaningful. Cutting back reduces the risk of liver disease, high blood pressure, cancers, and alcohol-related injuries. It can also improve relationships, productivity, and mood stability. You don’t need to quit completely to see benefits, even small reductions (like replacing a few drinking days each week with alcohol-free ones) can create noticeable improvements.
