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The transition from high school to College is a pivotal time in a young adult’s life. As students leave the comforts of home, they are faced with newfound independence, challenges, and, often, exposure to harmful habits. One of the most prominent is college drinking culture. While College is an excellent option for young adults to pursue academics and build their careers, this newfound independence has also become synonymous with parties, fun, and socializing.
However, with these college parties lies a much deeper and darker issue at play. Now that College is officially in full swing, it’s important to talk about the risks and dangers behind underage drinking and the promotion of excessive drinking for young adults.
The Alarming Promotion of Alcohol to College Students
Recently, one of our counseling interns came across a notification from Amazon. As she explained, as she tried to swipe away and delete the notification, she accidentally opened the ad and was hit with a shocking reality: the promotion of products aimed at college students as part of “back-to-school” deals.
One item that immediately caught her attention was a 30-count mini liquor bottle set being marketed as a dorm room “essential.” Yes, alongside notebooks, bedding, and mini-fridges, essentials most students moving on campus need for their classes and dorm rooms were sandwiched in with mini liquor bottles under the guise of back-to-school savings. As someone in the recovery field, she couldn’t help but think about how harmful this messaging is—not just for students in College but also for the parents and families sending their kids off to school.
The Link Between College Drinking and Long-term Consequences
It’s not surprising that college drinking is such a pervasive issue. According to the 2021 National Survey on Drug Use and Health (NSDUH), “49.3% of full-time college students ages 18 to 22 drank alcohol in the past month. About 27.4% (i.e., 25.0% of males and 29.6% of females) of college students engaged in binge drinking during the same time frame.”
What these statistics hide, though, is the long-term consequences that start with what seems like casual or social drinking. Students with underdeveloped brains are more vulnerable to alcohol dependency. Those who engage in heavy drinking early in life are more likely to develop alcohol use disorders later. What might start as a harmless drink in a dorm room could potentially lead to decades of struggles with addiction.
The role that companies and society play in normalizing alcohol consumption among college students only exacerbates this problem. Instead of helping students manage stress, learn responsibility, or develop healthy habits, alcohol is often presented as a “normal” part of the college experience. But is this really the message we want to send?
The Influence of Marketing on College Drinking Culture
Marketing is a powerful tool. We are bombarded with messages in every aspect of our lives—from social media to TV commercials to shopping notifications. But what happens when these messages actively encourage unhealthy behaviors?
The casual promotion of a 30-count mini liquor bottle set, targeting students who are likely new to alcohol, is deeply troubling. This isn’t about college students being exposed to alcohol in social settings. Instead, it’s the deliberate encouragement of alcohol consumption as part of a daily, acceptable routine.
What’s more concerning is how deeply this messaging affects young adults. College students often feel pressure to fit in, and alcohol consumption is frequently viewed as a rite of passage. When major retailers blatantly promote drinking as part of the college lifestyle, they reinforce the idea that this behavior is not only acceptable but expected.
The Consequences of Promoting College Drinking
Underage Drinking and Its Impact on Health
Many college students are underage when they first experiment with alcohol. Yet, the effects of alcohol on an underdeveloped brain are significant. Research has shown that drinking at a young age can impair brain development and cognitive function, increasing the likelihood of risky behaviors and poor academic performance. Students who start drinking before the legal age are also more likely to develop alcohol dependency later in life.
However, the consequences of college drinking extend beyond physical health. Heavy alcohol consumption from any age, especially underage drinking, is often linked to accidents, injuries, and even fatalities. According to the National Institute on Alcohol Abuse and Alcoholism (NIAAA), alcohol-related unintentional injuries claim the lives of about 1,519 college students every year. This is a staggering number and highlights just how dangerous alcohol consumption can be in the context of college life.
Social Pressures and the Normalization of Alcohol
The social environment of college drinking culture perpetuates these risks. College students are often influenced by their peers and the surrounding culture, which romanticizes alcohol use. From frat parties to sporting events, drinking is a common social activity, and those who don’t partake may feel ostracized or out of place. The media and popular culture also play a significant role in perpetuating the myth that heavy drinking is a normal, even essential, part of college life.
This pressure can lead students to engage in binge drinking or alcohol abuse, often without recognizing the potential long-term effects. Companies that promote products like mini liquor bottles as part of “dorm room essentials” only serve to intensify this unhealthy cycle.
A Call to Action: Addressing the Problem with College Drinking
As a society, we need to recognize that the normalization of underage alcohol consumption and promotion of excessive drinking among college students is dangerous. It is not enough to acknowledge that “college kids are going to drink.” We must take proactive steps to address the issues behind college drinking culture before it becomes an even larger public health crisis.
How Parents Can Help
Parents play a critical role in shaping their children’s attitudes towards alcohol. Before sending kids off to College, it is essential for parents to have open and honest conversations about drinking. These discussions should cover the risks of underage drinking, the dangers of binge drinking, and the long-term effects alcohol can have on health and well-being.
Encouraging responsibility, teaching self-awareness, and fostering open lines of communication are vital ways parents can help students navigate the pressures of college drinking culture. It’s about preparing students to make informed decisions rather than simply hoping they’ll figure it out on their own.
Another way parents can talk with their teens about the dangers of alcohol consumption is by offering love and support. We can’t always stop young adults from drinking on campus, though we can create a supportive environment back at home. Letting your child know that you love them and are there for them should they face trouble or make a mistake releases any shame they may be holding onto. Let your student know they can come and talk with you about their experiences and that you are there to offer your support, extend advice, or just be a listening ear as they share their experiences.
Building a Healthier College Experience
The push to normalize alcohol consumption in College is an issue that affects not just the students but also the broader community. The more we discuss college drinking culture, the more education we have around the risks and dangers. Alcohol consumption is not just a harmless activity amongst underage students and young adults—it is a public health crisis that demands our attention.
How Colleges Can Make a Difference
Colleges also have a responsibility to combat the dangers of college drinking. Many educational institutions offer collegiate recovery programs that promote healthy habits, provide resources for students struggling with alcohol abuse, and work to reduce the stigma around seeking help.
Whether you’re a parent concerned about your child heading off to school or a student who’s struggling with the pressures of college life, it’s important to know that help is available. By promoting healthier choices and supporting open conversations about alcohol, we can foster a college culture that prioritizes well-being over partying.