Millennials are the first generation to grow up surrounded by anti-drunk driving messages. They understand the risks. They see it as socially unacceptable behaviour. Not so for high driving. Early research showed 20% of 18-34 year old Canadian drivers think they drive the same or even better while high.
But digging deeper revealed something surprising; millennials take designated driving more seriously than any other generation. In fact, 91% regularly make plans for a safe ride home, 88% would never consider driving impaired, and 78% are comfortable calling out a friend considering driving impaired.