RAB Insights

RAB Research Archive

More than half of Gen Z and millennial drinkers are interested in TikTok's 'damp drinking' trend

There's a TikTok trend that has been growing in popularity, and this one has health benefits: "damp drinking." "Damp drinking" has been gaining attention over the last several months as the latest iteration of the moderation movement. TikToker Hana Elson is credited with coining the term "damp lifestyle," which she says is about learning the specific practices behind moderation.

Source: Morning Consult

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