Australian health professionals are issuing a stark warning about a new wave of alcohol marketing that cleverly targets younger, health-conscious consumers. The industry is increasingly promoting products with 'better-for-you' claims, such as being low in sugar, carbs, or calories, to appeal to Generation Z's focus on wellness.
The Rise of 'Wellness' Washing in Alcohol
This strategy, often termed 'wellness washing', involves framing alcoholic beverages as a compatible part of a healthy, balanced lifestyle. Brands are leveraging terms associated with fitness and wellbeing, creating seltzers, pre-mixed spirits, and wines that are marketed as 'clean', 'natural', or 'organic'. The concern is that this messaging directly contradicts the well-established health risks of alcohol consumption, which include an increased risk of several cancers, liver disease, and mental health issues.
Professor Simone Pettigrew from The George Institute for Global Health has been vocal about this trend. She points out that this marketing creates a dangerous illusion. "Young people are being sold a idea that they can drink without the downsides," she explains. The emphasis on low sugar or natural ingredients distracts from the primary harmful component: the alcohol itself.
Why Gen Z is a Prime Target
Generation Z, those born from the mid-1990s to early 2010s, is a key demographic for the alcohol industry. This cohort is known for drinking less overall than previous generations at the same age, but they are highly engaged with wellness culture. The industry sees an opportunity to reverse declining sales by aligning their products with this generation's values.
Marketing campaigns are heavily focused on digital and social media platforms where Gen Z spends much of its time. Influencers and visually appealing content promote these 'healthier' alcoholic options within contexts of socialising, relaxation, and self-care. This normalises alcohol consumption as an integral part of managing stress and connecting with friends, despite the potential negative consequences.
Calls for Stricter Regulation and Public Awareness
Health experts argue that current advertising regulations in Australia are insufficient to address this sophisticated form of marketing. There is a growing push for the government to intervene and prevent the alcohol industry from making health-related claims about its products. This could involve clearer labelling, restrictions on the use of certain terms, and public health campaigns that directly counter the 'healthy alcohol' narrative.
Cancer Council Australia and other public health bodies support these calls, emphasising that no level of alcohol consumption is completely safe. They advocate for evidence-based health warnings on alcohol packaging, similar to those on tobacco products, to ensure consumers are fully informed of the risks regardless of how a drink is marketed.
The ultimate goal is to protect young Australians from misleading advertising that could lead to increased consumption and long-term health problems. As the industry evolves, experts stress that public health messaging and regulation must evolve even faster to keep pace.
