“Sober October” raises a debate about the role of companies in alcohol consumption

Jane Anderson
Jane Anderson
“Sober October” raises a debate about the role of companies in alcohol consumption

October is a month marked by health awareness, and in which events such as World Days to Fight Breast Cancer or Mental Health Days take place. There also happens what has been called “Sober October”or “Sober October”, a movement that invites the elimination or reduction of alcohol consumption and invites you to discover life from sobriety. The growing interest in this initiative is generating a debate around the role that organizations can or should play in the well-being of their employees.

“Sober October” has gained presence over the last few years, especially as a result of the transformation of the consumer behaviors derived from the pandemic or generational change. However, it has been present for a decade in different parts of the world, especially in Anglo-Saxon markets, where there is a strong leisure culture linked to alcohol consumption.

@drinkdappy Anyone else doing sober October? What is your experience? #soberoctober #soberoctoberchallenge ♬ original sound – Dappy | Non-alcoholic drinks✨

Its origin is attributed to several campaigns promoted by non-profit organizations. The birth of the movement dates back to 2010 when the Australian youth health association Life Education launched a fundraiser under the “Ocsober” concept. However, the term “Sober October” is attributed to the British organization Macmillan Cancer Support.

Throughout this time, the scope and impact of the movement has grown and transcended multiple spheres, going from individual purpose to collective focus. So much so that this year the Sober October association campaign in Sweden, which has been running since 2012, focuses on alcohol consumption in the workplace.
It has the collaboration of the media company Norran and the communication agency Henson, as well as authorities from the municipality of Skellefteå.

The impact of alcohol in the work environment

They consider that this month may be an opportunity to temporarily distance themselves from alcohol consumption and reflect on habits, and on this occasion, the impact that the workplace has. The organization points out that in many cases, professionals turn to alcohol to relieve stress, celebrate successes or confront problems.

@issyhawkins_ After you’ve been drinking alcoholically for a while, the blackouts begin, and so too begin the awkward social encounters. #addict #addiction #alcoholic #alcoholism #alcohol #sobertwenties #sober #sobriety #youngandsober #drinkingproblem #blackout #blackouts #recovery #howtostopdrinking #giveupalcohol #sobercurious ♬ original sound – Issy Hawkins: That Sober Actor

From the British health organization British Safety Council they detail the effects of alcohol at work. They assure that the greatest impact related to alcohol in the workplace is the loss of productivity and reduced performancean issue that is estimated to cost the economy in England more than £5 billion each year. The consumption of alcoholic beverages can also be a cause of workplace accidents.

This reduction in productivity is due to the effect of alcohol on the body. As they describe, alcohol consumption decreases the quality of sleep, and therefore, affects the wings. cognitive functions and mental health. On the physical level, it also causes headaches and discomfort, as well as long-term conditions, such as liver disease, stroke or cancer. And emotionally it can lead to anxiety and depression.

The entity points out that professionals and organizations are not only victims of the effects of alcohol, but they can be part of the problem. And alcohol consumption occurs in many work spaces, either in corporate events or informal social gatherings; and also as part of the relationships between people that occur in the work environment.

That is why, in light of movements such as “Sober October”, a debate is proposed about the role that organizations themselves play in alcohol consumption. Critical voices consider that companies should not organize so-called “happy hours” for employees, just as alcoholic beverages should not be served at work events and that, if they do so, the offer should include alcohol-free alternatives.

Some consider that the issue should be addressed from the company policies themselves, establishing measures that promote reduction of alcohol consumption or even include initiatives to help those professionals who wish to review their habits.

Others, however, understand that in the relationship with alcohol the intervention of the company is not necessary, but rather it depends on the self-control and the maturity of each person. Thus, they point out that in an adult and corporate environment, people must have the necessary capabilities to maintain behavior appropriate to the circumstances.

New generations “sober-curious”

All in all, it seems that the evolution towards work spaces without alcohol consumption is occurring naturally due, mainly, to the habits of new generations of workers. And many young consumers practice abstinence or are what has come to be called “super-curious”, That is, those who opt to stay away from alcohol for long periods of time or, directly, forever.

@karahalderman Time for Sober October ✨ #sobertiktok #damplifestyle #alcoholfree ♬ original sound – Kara

The “sober-curious” trend has found a place in social networks and is gaining followers among younger users. Many of them share their negative experiences with alcohol as a way to motivate others to discover the advantages of sobriety. However, an entire community and content themes are structured around the concept, related to tips for staying sober, tips for enjoying leisure without drinking, or even recipes for non-alcoholic cocktails.

Although it is true that alcohol consumption remains a widely widespread practice in all age groups, the interest of segments of young people in life without alcohol is leading many companies to favor corporate health and well-being policies that take into account the “sober-curious” trend.

Thus, companies are implementing measures, how not to offer alcoholic beverages as part of business gifts; or hold corporate events in places that are not linked to alcohol consumption. They are also betting on team and teambuilding activities away from drinks, such as nature getaways, sporting events or painting or ceramics workshops.

On the occasion of “October Sober” many professionals are sharing their experiences on LinkedIn and other social networks, joining the debate around alcohol consumption in work spaces. Most highlight the advantages they have found in reducing alcohol consumption and its impact on daily life in the office, such as greater concentration, productivity and motivation regarding the company project.

@sambackontrack SOBER OCTOBER 🙏 #sober #soberlife #sobertiktok #foryou #fyp ♬ original sound – Sam West

In addition, they also point out that a corporate alcohol-free policy facilitates more real and authentic connections among peers, thus with a more inclusive and diverse environment in which there are no pressures related to social alcohol consumption. However, they maintain that the omnipresence of alcohol in everyday life and culture remain the main barriers to adapting to new perceptions.