Joshua Thakur lives a busy life, meticulously planning each day. His mornings commence at 5 am with a pour-over coffee that he considers essential. “That’s non-negotiable. Life genuinely feels incomplete if I miss my morning coffee,” he shares with indianexpress.com. The advertising executive from Hyderabad views beverages as “emotional support,” helping him maintain focus. “They’re like small indicators or rewards I earn after completing a task,” he adds. When the afternoon slump sets in, he relies on at least two drinks: “A pour over and a Coke Zero. One to take the edge off, one to bring it back,” he explains.
Because of the US-Iran War, the Diet Coke shortage in India has left Gen Z struggling without their beloved “emotional support drink.” Social media is abuzz with memes and reels showcasing the withdrawal symptoms many are experiencing. Here’s a quick video explaining the situation:
Once humorously dubbed the ‘fridge cigarette’, soft drinks have been a preferred coping mechanism for many in Gen Z. With Diet Coke unavailable for the time being, what alternatives are young people in India turning to?
Much like Thakur, Shivasree Venkateswaran cannot start her day without her cherished caffeine. For her, the drink of choice is freshly brewed filter kaapi. “I belong to a Brahmin family where filter coffee is a daily ritual. It’s become something I can’t do without,” she explains, noting how coffee has evolved into a significant part of her routine.
As a senior account executive in Pune, she adds, “When I started working, it transitioned into my emotional support. Whenever I feel stressed or need to focus, I grab a cup of coffee, slowly sip it, and get into work mode.”
What exactly is an ’emotional support’ drink?
From a psychological standpoint, clinical psychologist Dr. Rimpa Sarkar clarifies that the concept of an “emotional support drink” centers more on its emotional significance rather than just the drink itself.
“Humans are inherently inclined to seek comfort and predictability during stressful times. An ’emotional support drink’ serves as a symbolic coping tool, offering familiarity, accessibility, and immediate solace,” she explains to indianexpress.com.
Whether it’s coffee, matcha, boba, or a soft drink, these beverages can create a sense of balance in moments of emotional unpredictability.
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Aaditya Sharma, on the other hand, finds solace in Appy Fizz, a distinctive non-caffeinated drink. He believes it’s less about the beverage itself and more about having a constant amid life’s uncertainties. “You can always return to that one thing and it will consistently provide the same taste and comfort,” he notes.
Sharma remarks, “I consciously chose to abstain from alcohol during stressful times. Once you do it once, it becomes a habit whenever life gets heavy, and that’s a cycle I wish to avoid.”
Is Gen Z really not drinking alcohol?
Sharma’s insight aligns with a trend that many baby boomers and millennials may find surprising. Labelled as party enthusiasts, Gen Z is embracing the sober-curious movement. Unlike millennials who normalized social drinking, Gen Z is prioritizing personal well-being, effectively challenging the belief that “drinking equals fun.”
Evidence supports this shift. A 2024 UK study found that individuals aged 20 to 24 are almost half as likely to spend on alcoholic beverages compared to earlier generations. The Conversation dubbed Gen Z the “soberest generation,” and in 2023, only 18-20 percent of Americans under 28 reported regularly consuming alcohol, according to Statista.
An emotional support (non-alcoholic) drink provides a fresh option to turn to when life feels overwhelming. In some instances, it serves as a delightful excuse to indulge in beautifully styled cups and saucers. Bhumija Rishi, a consultant at Network18 Media and Investments Ltd., reveals, “I adore my coffee, but beyond the caffeine, I am drawn to aesthetic crockery. My gold and white cup exudes an old-world charm.”
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Going deeper
Dr. Sarkar elaborates on the reasons behind this trend:
Micro coping in a high-stress environment: Today’s individuals face constant low-level stress. Instead of employing large coping mechanisms, they lean on simple, repeatable habits. A drink becomes an emotional reset during the day.
Ritual and predictability: Consuming the same beverage at specific times establishes structure. This familiarity can soothe the nervous system and diminish anxiety.
Sensory regulation: The comforting act of holding a warm cup and savoring a flavorful drink engages the senses, providing grounding and bringing awareness back to the present moment.
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Identity and self-soothing: For many, these drinks become part of their identity. Declaring “this is my emotional support coffee” signifies an acknowledgment of stress while normalizing self-soothing behavior.
Social and cultural reinforcement: Social media has amplified this trend, transforming everyday coping habits into relatable content and creating a collective language around comfort and stress.
Coping mechanism — repackaged and made fun
Dr. Sarkar emphasizes the importance of recognizing that while these habits can be beneficial, they are surface-level coping strategies. “They offer temporary relief but do not address deeper emotional issues. Ultimately, this trend reflects a reality where individuals seek accessible and manageable ways to regulate emotions in everyday life,” she concludes.
DISCLAIMER: This article is based on information from the public domain and/or the experts we spoke to.
Key Takeaways
- Morning beverages can play a crucial role in daily routines, offering emotional support.
- Gen Z is creatively adapting to beverage shortages, seeking alternatives to maintain comfort.
- Non-alcoholic emotional support drinks have gained popularity among younger generations.
- Beverages serve as both comfort objects and social media symbols of coping.
- Ritualistic drinking can provide stability and predictability in stressful times.
- Micro coping strategies are increasingly relevant in today’s high-stress society.
FAQ
What is an emotional support drink?
An emotional support drink is a beverage that provides comfort and familiarity during stressful situations, serving as a symbolic coping mechanism.
Is Gen Z really not drinking alcohol?
Yes, Gen Z is embracing a sober-curious movement, often prioritizing personal well-being over social drinking.
How do beverages help with stress?
Consuming familiar drinks can create a sense of routine and predictability, which may help reduce anxiety and provide comfort in challenging moments.
What are alternative drinks for emotional support?
Popular alternatives include coffee, tea, boba, and various flavored soft drinks, allowing individuals to find their preferred comfort beverage.
In conclusion, beverages serve not only as refreshment but also as emotional anchors in our daily lives. As Gen Z navigates new challenges, the quest for comforting alternatives underscores the importance of connection and stability in our fast-paced world.
