How old are you? Sorry, is that an uncouth question to ask? Let me rephrase, are you a millennial? Gen Xer? Or maybe a Gen Zer? I ask because the Gen Z group has essentially turned their backs on a popular beverage and I can't even believe it. In fact, I'm going to go brew another cup of dispair as I share this story with you.

Gen Zers are not starting their day with coffee

A new YouGov study finds Gen Zers don't like coffee. Or specifically, the study found 63% of Gen Zers over age 18 claim that they never drink it. So what are they ordering at Starbucks? Hm. Break my Millennial heart. Oh, speaking of Millennials, over 33% of millennials say they don't drink coffee. Then there's the Gen X group. 34% of Gen Xers don't drink it. While only 29% of Baby Boomers say they never consume coffee. That means Gen Zers are roughly twice as likely to drink something other than coffee.

So what are Gen Zers drinking instead? The study doesn't say but, look around you. Energy drinks are everywhere. My guess is that's what most folks these days are drinking. Not just Gen Zers, but pretty much every age group. Maybe not in place of coffee, but alongside it for sure.

Such a beautiful sight! Photo by Nathan Dumlao on Unsplash
Such a beautiful sight! Photo by Nathan Dumlao on Unsplash

So what do you start your day with? If it's coffee like me, you're likely drinking 2-3 cups a day. OH, and there's another part of the study. Of the Gen Zers who drink coffee, only 6% say they have more than one or two cups a day. Who are these people?

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