Generational patterns of alcohol consumption: Continuity and change

In most contemporary western societies there is growing concern about rising levels of alcohol consumption, particularly by young people, even in countries, such as France, which have previously been assumed to have 'sensible' drinking cultures. Recent popular and policy debates about British drinking cultures have hinted at a shift in generational attitudes towards alcohol, as well as patterns of consumption. Previous intergenerational studies of work and care have found that in particular historical periods different normativities develop, reflecting both social and economic conditions. In this paper, we draw on a research project about alcohol consumption conducted in an urban and rural area - including intergenerational interviews with case study families - to identify the different normativities in terms of attitudes towards and consumption of alcohol experienced by three cohort generations in their youth. The paper then goes on to explore the patterns of both change and continuity that are evident in the interviewees' experiences. The conclusion reflects on drivers of intergenerational change and associated health policy implications.