“In the autumn’s communication campaign, IQ raised questions about the unwritten rules that affect whether, how and when we drink alcohol – rules that we are all forming and shaping.”

“In a Sifo survey conducted by IQ, 9 out of 10 aged 18–34 responded that they see that there is an expectation to drink alcohol in social contexts. This expectation is often based on the unwritten rules that exist in connection with alcohol. With an “alcohol contract” IQ wanted to highlight what make us sometimes drink more than we thought or wanted. The survey also showed that 42 per cent among those aged 18–34 years abstain from social contexts because they do not want to drink. Even though you really wanted to be involved.”

Find more from IQ Initiativet (Sweden, 2018)