NHMRC Grant: A study to understand drinking norms in Australia

Media Release

Torrens University has been awarded an $801,000 grant from the National Health and Medical Research Council (NHMRC) for an innovative study that aims to reduce alcohol harms in Australia.

This novel and time-critical research project, led by Professor Paul Ward, Dr Belinda Lunnay, Professor Kerry London and national and international collaborators, will delve into the sober curious movement—a growing global trend encouraging people to develop a “curiosity” about drinking practices and is increasing the social acceptance of non-drinking.

The project will engage four distinct groups including male construction workers, LGBTQ+ women, regional tertiary education students, and hospitality workers, to understand their experiences of how social influences and group dynamics shape heavy drinking.

It will explore if the development of programs based on sober curiosity resonates with group values and support long-term sustainable lower risk drinking practices. Programs will be co-designed with these groups and focus on the value and possibility for non-drinking in contexts where drinking has previously been central to socialising, inclusivity and belonging.

Engaging heavy drinking groups and exploring the social contexts of alcohol consumption

With alcohol consumption closely tied to social norms and environments, our researchers aim to uncover why these groups are more likely to engage in heavy drinking practices.

Dr Lunnay explains that understanding how group norms and community expectations interplay with heavy drinking practices is critical.

“Awareness of the links between alcohol and health and social harms is growing and increasing numbers of Australians are open to reducing their drinking.”

“We have previously found middle-class women feel more open to reducing their alcohol consumption when social-level changes are made that enable them to engage with the sober curious movement, including alcohol-free events and the availability of alcohol alternatives.”

“National data shows heavy drinking practices, or ‘cultures of intoxication’, persist in some groups based on shared norms and identities and ways of connecting socially. Without changes to these socio-cultural factors, the chances of an individual intervention working for heavy drinkers is slim,” said Dr Lunnay.

Tailored interventions co-designed with communities

The team’s focus on group-level drinking practices—rather than individual behaviour—will allow them to co-design interventions that resonate with the specific needs and challenges of each group.

“Our goal is to tailor interventions that fit the unique culture and circumstances of each group. It’s not about telling people to stop drinking, it’s about understanding what alcohol represents in their lives and finding alternatives,” said Professor Ward.

“Drinking practices in the construction industry have had devastating impacts on workers’ mental health outcomes. This study will seek to further analyse industry culture towards improving devastating persistent statistics on suicide, depression and anxiety. We understand it is also a global problem,” said Professor London.

Can the sober curious movement be leveraged for public health?

The series of studies within the project will specifically explore the role of the ‘sober curious’ movement in shifting public attitudes toward alcohol consumption. The movement, which encourages people to experiment with alcohol-free living, is particularly prominent within wellness and social media communities. It challenges the normalisation of drinking and empowers individuals to explore alcohol-free options.

Additionally, the researchers will investigate the rising popularity of no or low-alcohol (NoLos) beverages, and how their increased availability impacts alcohol reduction.

Professor Ward explained the project will also explore sober curious initiatives like Hello Sunday Morning, which has created an online community to support alcohol reduction and advocate for reducing alcohol harms.

As the research unfolds, “the team hopes to uncover new insights into how a ‘sober curiosity’ can influence attitudes toward alcohol across diverse Australian communities” he said.

By integrating cultural and social perspectives into their findings, the research aims to shape more suitable public health interventions focused on systems-level changes.

Public health approaches to focus on community-change

"Our study offers a fresh perspective on public health, focusing on community-driven change rather than top-down policies," said Dr Lunnay.

"By exploring these new social movements, we can create approaches that feel relevant and feasible to those they are designed to reach."