--- title: Gen Z just doesn’t like milk, OK? - The Hustle description: Gen Z just isn’t that into milk, buying 20% less than the national average in 2022. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/257263501-19-News-Brief_2023-04-04T223245.339Z.webp --- # Gen Z just doesn’t like milk, OK? ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: April 05, 2023 Updated: October 11, 2023 Remember that carton of milk you had to drink at school lunch every day lest your bones crumble to dust? Well, Gen Z ain’t into it. ![milk](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/257263501-19-News-Brief_2023-04-04T223245.339Z.webp?width=595&height=400&name=257263501-19-News-Brief_2023-04-04T223245.339Z.webp) A generation not subjected to the once-ubiquitous Got Milk? campaign, Gen Z is more into the growing list of milk alternatives or beverages that contain no milk at all, [per](https://www.nytimes.com/2023/04/04/dining/milk-dairy-industry-gen-z.html) *The New York Times*. They bought 20% less milk than the national average in 2022, though they do consume yogurt, cheese, and other dairy products. #### **What’s wrong with milk?** Well, [~30-50m](https://www.childrenshospital.org/conditions/lactose-intolerance#:~:text=A%20lack%20of%20lactase%20can,Native%20Americans%20are%20lactose%20intolerant.) Americans are lactose intolerant, and the likelihood [increases](https://www.mayoclinic.org/diseases-conditions/lactose-intolerance/symptoms-causes/syc-20374232#:~:text=Lactose%20intolerance%20is%20most%20common,late%20in%20the%20third%20trimester.) among those of African, Hispanic, Asian, and American Indian descent. Gen Z is more diverse than previous generations. Plus: - They didn’t love the skim and low-fat milks served in schools (which, it turns out, are [not better](https://www.vice.com/en/article/kbxnj9/the-federal-government-is-lying-to-you-about-milk) for you than whole milk). - They worry about the dairy industry’s impact on climate change. - Big Milk is apparently a big [liar](https://www.vox.com/2016/5/2/11565698/big-government-helps-big-dairy-sell-milk); milk isn’t as crucial for bones as previously thought. There’s also “[milk shame](https://www.thrillist.com/drink/nation/adults-drinking-cows-milk-shame),” which refers to the stigma that it’s weird for adults to enjoy plain milk. In media, villains love milk, from *A Clockwork Orange*, to “The Boys” and *Get Out*. The latter’s director, Jordan Peele, said, “There’s something kind of horrific about milk.” #### **Could milk be the new Gatorade?** Some studies suggest chocolate milk’s composition promotes post-workout muscle recovery, leading campaigns to position it as a sports drink. But if the idea of crushing a creamy pint after a run curdles your stomach, the *NYT* didn’t quite buy it either, instead positing that milk — like many things — may come back around without splashy campaigns, thanks to its *whole*some simplicity. Topics: [Milk](https://hs-sbup.thehustle.co/tag/milk) [Trends](https://hs-sbup.thehustle.co/tag/trends) ## Follow us on social media Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. Always free. 100% fresh. No bullsh*t. JOIN FREE ### 100% Free CRM Nurture and grow your business with customer relationship management software. 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