The “sober curious” movement is believed to have started in 2018, when author Ruby Warrington published a book with the same name. Other authors, like Holly Whitaker and Catherine Gray, have written best-sellers helping readers take a step back from alcohol.
“Sober curious” is a purposefully ambiguous phrase, as the movement is inclusive of all kinds of grey-area drinkers, Millie Gooch, founder of Sober Girl Society, told Insider’s Rachel Hosie.
Gooch said for some people, being “sober curious” means being more mindful of when and why they are drinking. Some sober curious folks cut down or take extended periods of abstinence, while others stop drinking completely.
The movement’s prevalence on social media has appealed to young people, especially young women, Insider previously reported. Sober curious influencers post TikToks and Instagram reels detailing their step away from drinking, and partner with brands selling alternatives to booze.