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Writer's pictureMary Maciel Pearson

Cool kids don't drink


Alas, I drinketh and my brain doth shrinketh.


~ Wayne Gerard Trotman


When it comes to brain health, current research suggests that there is no safe level for alcohol consumption. But, we still get very mixed messages about drinking.

Here in Canada, liquor stores were deemed essential services during lockdown despite the heavy burden alcohol imposes on our already overtaxed health care system.

Data from the Canadian Institute for Health Information (CIHI) shows that ten Canadians die in the hospital every day from harm caused by substance abuse, and 75 per cent of those deaths are related to alcohol.


Why we drink

Celebrating with drink is culturally appropriate in developed countries. Partying is glorified, and we are inspired to be included in the fun, especially when social media creates (FOMO) fear of missing out.

Sometimes we use alcohol to relax and unwind. Or to numb pain and feelings that hurt. Or to overcome social anxiety.


Alcohol becomes a poison when you drink it with a heavy heart.


~ Lee Chang Hun

Some drink because they believe it helps them fall asleep. Or it dims down the voice of the inner critic. It does temporarily increase GABA, a relaxing brain chemical.


Others may drink because they want to show that they can keep up with the boys. They do not want to be perceived as a lightweight. They wish to fit in with the "cool" people at school or work or the neighbourhood.

Alcohol is the most common drug used by Canadians and has become increasingly problematic for women.


There are gender differences when it comes to alcohol tolerance. Men have an enzyme in the stomach, alcohol dehydrogenase (ADH), that can reduce absorption of alcohol by 30%. By contrast, women have almost none of this enzyme in the stomach, therefore we absorb more to our detriment.


The problem with alcohol

Excessive drinking often leads to risky behaviour, including poor food choices.

Alcohol can contribute to weight gain because it has almost double the calories per gram as carbohydrates and protein. It may put fat burning on hold, increase appetite and reduce satiety (feeling full). The calories in alcohol are empty. Because the body is left craving missing nutrients, we eat more.

Along with increasing the likelihood of weight retention, especially in mid-life, alcohol increases the risk of many health afflictions by contributing to metabolic syndrome.

Metabolic syndrome is a cluster of symptoms that include:

  • Large waist circumference

  • High blood pressure

  • High fasting triglycerides

  • High fasting blood sugar

  • Low HDL (so-called "good") cholesterol

  • Insulin resistance (high insulin production)

A measuring tape and simple blood tests can assess these symptoms.

Metabolic syndrome can lead to heart disease, polycystic ovary syndrome (PCOS), cancer and diabetes diagnoses.

Alcohol can also create leaky linings, including of the gut, blood vessels, respiratory tract and blood-brain barrier, increasing inflammation and reactions to food, pollens, viruses, bacteria and other microbes. Allergies, asthma, autoimmunity, infection, heartburn, dementia (to name but a few) may manifest.

To mask these symptoms, and treat these conditions, blockbuster drugs like cholesterol, blood pressure and blood sugar lowering medications, thyroid hormone, antacids, chemotherapy, disease-modifying drugs and anti-inflammatories, are commonly prescribed.

By and large, beneficiaries of alcohol consumption include the pharmaceutical and industrial food and drink complexes, not the population.


There is a reason why medical professionals ask if we smoke or drink when reviewing our health history.

Alcohol reduces fuel efficiency


News coverage of the Euro football (soccer) championship currently underway, featuring world-class athletes like Cristiano Ronaldo, sheds some light on how to fuel high powered engines.

Not only did Ronaldo push aside the pop sitting in front of him in an interview and encouraged water consumption instead, but he refuses alcohol and goes to bed early. He treats his body with the utmost respect.

By the way, his reaction had an immediate impact on the soda manufacturer’s stock price.

Wow! High-level athletes have so much power to influence change and behaviour.


Making it cool for kids not to drink


It has become clear, during the pandemic, that we are willing to sacrifice for the greater good. We volunteer to take one for the team when politicians, members of Public Health and the media inspire us to do so.


Prohibition does not work. We crave what is forbidden. If Public Health organizations care about the well-being of the population, they should find a way to curb alcohol consumption - make it cool and the ethical thing to do to abstain.


If you want to hang with the cool kids, celebrate with a mocktail.


Treat your body like a high powered engine and reduce the burden on the health care system.

Perhaps we could start by selling t-shirts that state “Cool kids don’t drink”. Cristiano Ronaldo, who walks the talk, would likely wear it with pride.

Don’t numb. Face your inner demons. It will increase your resilience.


Be a good role model. Make it cool to pass on the drink. Do it for the benefit of others.


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