Mitigating Social Binge Drinking Behaviors

Many of us know the feeling of a pounding head, insatiable thirst, and nausea that makes even our favorite food repulsive—telltale signs of a nasty hangover. For young adults across the globe, this scenario is often a weekly, or even daily, occurrence—a rite of passage, if you will. Many older adults are also subject to this self-imposed torture once in a while. And for people with alcohol use disorder, these experiences become a normal part of everyday life. 

Binge drinking—or the consumption of excessive amounts of alcohol in a short time, often with the intention of becoming intoxicated—is a persistent global health problem. Although the problem has traditionally been most pronounced in Western societies,² it’s estimated that 7 percent of the world’s population engages in binge drinking. While this may not sound like much, the impacts on our health are significant. Binge drinking is the leading global cause of preventable mortality and is considered the main cause of death among men aged 15 to 59 years of age.¹ In the United States, it’s estimated that excessive alcohol consumption accounts for 178,000 deaths annually.⁴⁸ 

Despite strong evidence that Gen Z is choosing to abstain from alcohol (unlike their predecessors), research suggests that by 2030, 23 percent of adults will binge drink at least once a month, up from 18.5 percent in 1990.³ So the problem isn’t going away. Governments continue to attempt to curb excessive drinking with higher taxes on alcohol and other regulatory measures, such as restricting advertising, setting minimum pricing, and limiting sales hours. However, as binge drinking behaviors are heavily shaped by cultural norms and social pressures, mitigating them requires an evidence-based behavioral science approach.