Young Swedes continue to drink less alcohol than previous generations. The perception that everyone drinks persists despite clear evidence to the contrary.
Mojtaba Ghodsi, CEO of research firm IQ, said young people find it hard to compare themselves to earlier generations. His company's latest report shows alcohol is losing status among Swedish youth.
The proportion of young people who rarely drink or have only tried alcohol occasionally has grown significantly. Those who drink weekly have dropped noticeably since 2017.
Ghodsi emphasized that young people haven't stopped drinking entirely. They still drink quite a lot, just less than previous generations did at the same age.
The idea that everyone drinks remains partly true in youth circles. Ghodsi explained that young people see others around them drinking regularly. Not everyone has become completely sober.
Young Swedes now drink on fewer occasions and consume less each time they do drink. This represents a shift in drinking patterns rather than complete abstinence.
Ghodsi dismissed the myth that young people have replaced alcohol with drugs. Instead, those who drink the most alcohol are also the ones most likely to use drugs.
A Stockholm University study tracking over 4,000 teenagers confirms most Swedish youth avoid drugs and crime completely. The research found 75% engage in little or no alcohol consumption, drug use, or criminal activity.
Another 22% have high alcohol consumption but little criminal involvement. Only 2% combine alcohol, drugs and crime, while less than 1% commit most crimes while using substances.
Clas Björklund, a public health researcher, said in a statement that a small group faces the highest risk of serious problems.
Why are today's young Swedes drinking less? Ghodsi points to a more cautious generation focused on risk minimization.
IQ's report shows twice as many young people now fear losing control when drunk compared to 2019. Many worry about social consequences, like embarrassing themselves on social media.
Young Swedes increasingly act on knowledge that alcohol isn't healthy. Two-thirds say they can have just as much fun without drinking.
Nine out of ten would consider giving up alcohol for a year if offered something in return. Only half felt this way in 2009.
Six in ten describe having a sober lifestyle while not completely avoiding alcohol. Interest in partying has dropped substantially since 2001.
This represents a genuine cultural shift where Swedish youth are redefining social norms around alcohol consumption.
Why are Swedish youth drinking less?
Young Swedes show greater health awareness and worry more about social media exposure when drinking. They represent a more cautious generation focused on risk reduction.