For example, concern about losing control and developing a drinking addiction is markedly heightened among young people. Google research in 2019 by showed 41% of Gen Zers associate alcohol with “vulnerability”, “anxiety” and even “abuse”; while 60% of UK Gen Zers associate drinking with a loss of control – almost double those who do not. The spate of drink-spiking in bars and clubs may also serve a deterrent, especially for women.