Using another Consumer Research query, we found that since 2019, online interest in giving up alcohol has been growing. There was a particularly large increase going into 2020, which was sustained through the early months of the pandemic.
Levels were relatively stable through 2021, but then jumped significantly in January 2022 and remained up. For the H1 period, mentions are up 12.5% this year compared to 2021. Based on our data, that means an increasing amount of people are going sober entirely.
There will be a multitude of reasons behind this, from the influence of the pandemic to the cost of living, but in this bulletin we’re going to focus on the lifestyle side of things. Particularly the army of online sober influencers presenting the positivity and community of leaving alcohol behind, and the role brands are playing in all of this.
The sober side of life
While we know that the stereotype of influencers being excessive spenders and prone to conspicuous indulgence (not that this is a new idea) only applies to a small sample of the influencer world, some may be surprised that many influencers have built their following on celebrating sobriety.
Take David Wilson for example. By trade he’s a mindset coach who helps people tackle their dependency on alcohol, an occupation that is by no means rare or modern. But he has also built a huge following on Instagram under the handle @soberdave. There he’s racked up 58k followers thanks to videos, motivational images, and his own wise words.