Generation
▲ Gen Z (2000 and later)
12
5
▲ Millennial (1982-1999)
62
33
▼ Gen X (1965-1981)
19
29
▼ Baby Boomer (1946-1964)
7
30
Gender
▲ Male
60
52
▼ Female
40
48
Type of area lived in
▲ City
56
36
▼ Suburb
25
35
▼ Town
10
12
▼ Rural area
9
17
Household income
▲ <$50k
40
36
$50k-$100k
29
30
$100k>
24
25
Arrows designate statistical significance of greater than +2.0 (▲ ) and less than -2.0 (▼ ) between the responses of the target group (sober curious consumers) and the control group (all alcoholic drinkers).