Research shows authentic communication reduces risky teen drinking

The research team includes Dr Alexandra Hess and Dr Sarah Dodds from Te Kunenga ki Pūrehuroa Massey University, Dr David Jaud from Adelaide University and Dr Claire Garnier and Professor Olivier Gergaud from Kedge Business School in France. They found that open, authentic and truthful communication is essential for effective messaging to reduce risky drinking behaviour in adolescents.

The mixed-method research is detailed in an article published in the Journal of Public Policy & Marketing. The team interviewed families in New Zealand and France, where parents were social drinkers and their teens had some exposure to alcohol. They also conducted an online experiment on different types of messaging through a social marketing campaign for adolescents aged 18 and 19 years old.

While the ideal scenario is for adolescents to avoid alcohol, the research observed that this isn’t always realistic, especially in cultures where alcohol is prevalent. The researchers found that authentic communication; talking openly and honestly about alcohol with young people, reduces risky drinking behaviour.

Dr Hess says, "Authentic communication about drinking recognises adolescents' need for socialising, belonging and enjoyable experiences. At the same time, parents and policymakers should continuously and strongly emphasise the negative consequences, such as health and safety risks, and social risks like embarrassment."

Dr Dodds adds, “Importantly, this two-sided communication must be matched with authentic behaviour, particularly by parents. Parents need to be open and honest about their past experiences with alcohol and be good role models by drinking responsibly. Adolescents need to be given age-appropriate room to experiment, while embedding clear boundaries."

The research found this approach leads to an open and trusting environment where every family member feels comfortable discussing alcohol consumption.

Alcohol overconsumption is a major societal issue in many countries, particularly for teenagers aged 15 to 19. The National Institute on Alcohol Abuse and Alcoholism (NIAAA) in Australia reports that people who begin drinking before the age of 15 are at a higher risk of developing Alcohol Use Disorder later in life. The World Health Organization (WHO) reports that one-third of teens have drunk excessively.

The research team notes that adolescent behaviour is complex and finding the best way to communicate safe drinking practices is challenging.

"The challenge is how parents and public policymakers can educate adolescents about alcohol. How can parents and caregivers communicate effectively to prevent their teenagers from drinking excessively?" Dr Dodds asks.

"Our research aims to provide parents and policymakers with guidelines to help discourage adolescents from drinking excessively.”

Prior research on communication about teen drinking has mostly focused on the negative aspects of drinking alcohol. Historically, most communication has used warning and fear-based messages about alcohol, particularly emphasising the negative consequences of excessive alcohol consumption such as car accidents, health issues and sexual assaults,

“Warnings are fundamental in tackling adolescent drinking behaviour, however, those warnings are more credible when paired with the acknowledgment of some of the positive aspects. This mixed message approach is perceived as open, more authentic and trustworthy, and therefore more effective,” Dr Hess says.

"Our experiment showed that presenting crucial warnings in conjunction with acknowledging adolescents need to belong and socialise, in a government-sponsored responsible drinking advertisement, encourages young adults aged 18 and 19 to consume alcohol more responsibly, rather than using solely warnings in communication.”

The research team recommends parents and educators talk openly and truthfully about alcohol and create an environment where adolescents are heard and their social needs are acknowledged, while providing firm boundaries and role modelling around responsible drinking.