ALCOHOL

Science 2.0 -  Red wine consumption in France is down 90% from its Boomer apex while all wine is down 80%. Some of that is high cost, of course, French young people face a crippling government services tax  burden while all they get is overpriced organic food and bleak career prospects... Young people are skeptical of everything, and do not associate alcohol with being an adult.

If that trend continues, the Gen Z problem - their consumption of wine is even half of millennials, who are already a fraction of Boomers and Gen X - is going to lead to even more vineyards being plowed under than the 24,000 acres plowed under in just the Bordeaux region. Switching to "organic" didn't help, because young people don't take their guidance from industry focus groups who said because government campaigned against conventional farming and climate change, that's what consumers are worried about.