LONDON – Millennials may be a lot of things, but apparently they’re not big drinkers — at least in the United Kingdom. According to a new report from JWTIntelligence, the research and trendspotting unit of J. Walter Thompson, Millennials are increasingly likely to abstain from alcoholic beverages.

As reported in Marketing Daily, the report cites a survey that found that 25% of U.K. Millennials are on the wagon. According to the report, “the face of youth is changing as Millennials become more aware of their health longevity. Fitness and health are being rebranded in hip and sociable ways.” The report also highlights diverse trends and developments in a number of areas including culture, brands, food and drink, innovation, lifestyle, luxury, retail, sustainability, technology and beauty.

“It’s never been more important for brands to understand change, where it’s headed and what it means,” said Lucie Greene, worldwide director of JWTIntelligence, in a press release. “The fast-paced digital world, instantly accessible information, globalization and social media have accelerated the pace of trends exponentially. The speed of innovation is requiring brands to take both a short-term and a long-term view, planning strategies not just for the next year but the next 20.”

Beyond the increased teetotaling, one of the cultural trends cited is the rise of so-called “Mipsters” (Muslim + hipster); lifestyle trends such as the rise of new centers of influence in cities such as Los Angeles; and the rise of the “tactile Internet” as innovators experiment with haptic technology, wrapping in digital connectivity with physical action.