Milan, Jul 4th. (Adnkronos) – In a country where the table has always been synonymous with culture, identity and sharing, the way of living the convivial moments is evolving towards a more authentic and spontaneous dimension: compared to ten years ago, over 1 Italian out of 3 (31%) feels more informal at the table, against 28.3% which claims to have become more formal. The trend is also confirmed by habits related to food consumption: almost 40% prefer simple and informal environments to be in company, clearly overcoming those who choose gourmet and more structured experiences (28.3%).
Today, the experiences of shared street food, in the name of simplicity and spontaneity, conquer 69.9% of Italians. And the way of being together also changes: 71% prefer to live improvised convivial moments with friends, without schemes or rules, in rooms that do not adapt to social conventions and dress code. It therefore emerges an growing need for places and convivial occasions in which to feel free, authentic and at ease. Spontaneity affirms itself as a personal and social value: for 54.9% it means being themselves without fear of the judgment of others, for 51.3% to be able to freely express their emotions, and for 23.3% do not have to worry about making a good impression.
Photography emerges from an unpublished investigation from astraricche for Moretti beer, which explores how the habits of Italians have changed in the moments related to food and drinks and their relationship with being authentic, spontaneous: a value that the brand embraces with the institutional campaign ‘as we like to us’, an authentic expression of being together with the Italian. ” An evolution of the positioning of Birra Moretti who – he underlines in a note from the group – has always responded to the needs of consumers and has its roots in the most true sharing habits, those that today more than ever are created around an informal, real or improvised table ”.
In this scenario, a new way of living being together around food emerges and comes to life the concept of Food Connection, which arises from the alchemy between people, food and simple places: a bond made of conviviality and openness towards the other, in which it is not so much the ‘what’ as’ how ‘is with whom’. A connection that focuses on the desire to meet around food and make every moment shared special. For over 7 out of 10 Italians (75.2%), in fact, beer is confirmed as the drink that brings spontaneity in moments of conviviality. It is appreciated because it puts everyone at ease (39.4%), accompanies happy moments (36.4%) and perfect for the simplest and most informal occasions (29.5%). Versatile by nature, the ideal partner of a social -free sociability is confirmed: its fresh and light taste conquest for the ability to accompany all types of dish (34.6%) and to adapt naturally to different contexts and tastes (34.4%).
In a change that changes, even the way of living the sociality and consumption of food evolves: in fact, the need for spontaneity grows among Italians, especially in informal contexts. To guide this change is the search for genuine convivial experiences, where to feel themselves without pressure or social conventions. According to the investigation data, spontaneity is now perceived as more present in informal socialization contexts such as lunches, dinners, aperitifs, parties and celebrations with friends (58%). The table with the extended family (34.9%) and the moments with the neighbors or neighborhood (29.7%) are also confirmed ideal occasions to let yourself go more.
Good company also plays a role: in fact it represents the most influential factor (54%), followed by the freedom to speak freely (44.6%), by the time available without the haste to consume (39.9%) and the context, preferably simple and improvised (35.8%). In particular, young people between 18 and 35 years of age feel more spontaneous wherever you can celebrate (22.1%) or eat at low cost (16.5%). At the gastronomic level, for more than half of the Italians (58.5%) the pizza is confirmed as the queen of facts and conviviality, followed by traditional Italian dishes (40.1%) and street food (36.1%, with a peak among the youngest). Salutary foods (27.9%), snacks (27%) and ethnic kitchens (14.5%, which rise to 20.2%among women under 35) are less mentioned.
The context also makes the difference: for 67.6% of Italians some places favor spontaneity, while 51.5% admit they feel inhibited in more formal environments. The majority prefers to choose where to meet, both with friends (70.1%) and with relatives (68.4%). Beyond the house, which represents the iconic place of spontaneity, it is no coincidence that among the public spaces it wins the pizzeria (28.6%), followed by pubs and bars (23.5%), restaurants of the Italian tradition such as trattorias and taverns (23.3%). With the family, conviviality is mainly expressed around the traditional table (51.2%); With friends, however, the outdoor spaces win: the tables of a bar (40.6%) are at the top of the preferences, followed by takeaway pizza (30.5%) and improvised outdoor spaces (59.9%). A sign that conviviality feeds on freedom, the right context and simplicity.
The convivial occasions experienced informally generate obvious positive effects: for almost 64% of respondents are more good and we relax; It converses with more freedom (43.7%), you relax (37.8%) and you are more comfortable (37.1%). Not only that: these moments strengthen existing ties (37.1%) and favor new meetings or experiences, facilitating socialization (29.5%) and opening to try something new (22.1%).
Feeling free from rules and conventions improves the experience of consumption and strengthens social ties. For 54.9% of Italians it means relaxing and enjoying the moment, while 27.6% appreciate the possibility of not feeling judged and 27.1% that of living without conditioning. On the relational level, being himself makes it more cheerful (38.1%), favors relaxation (35.4%) and allows to be authentic (33%), without pressure or masks, helping to create a lighter and more welcoming atmosphere. Thus the traits of a new culture of sociality emerge: more free, simpler, more true. A way of being together that enhances the pleasure of the meeting, of conviviality without forcing, and of being oneself.
The obstacles in this way of life are above all external judgments or negative attitudes (45.3%), followed by always living in a hurry (38.6%) and the excessive use of the smartphone (37.4%), which interferes with the quality of the interactions. Despite the desire to feel free, almost all the Italians experience, even on informal occasions related to food consumption, the pressure exerted by social expectations, to the point that only 16.4% declare that they are never influenced by it. A dynamic particularly felt by young adults between 18 and 35 years old.
“In the last ten years – explains Alfredo Pratolongo, Corporate Affair Director Heineken Italia and President of Birra Moretti Foundation – we have witnessed an important transformation of conviviality, which reflects a wider cultural evolution: today we are looking for and more appreciates spontaneity as an authentic manifestation of being together. In this scenario, beer has found a central role. Transversal, capable of adapting to every taste, every dish, moment and context, creating authentic encounter opportunities. Contemporary gaze and to the future, reaffirming as a symbol of a conviviality with more informal traits but which remains the supporting axis of our food culture “.
” With the campaign ‘as we like’, Birra Moretti – he highlights in a note from the group – is interpreter of this social and cultural change, putting at the center the values ​​of spontaneity, authenticity, of free conviviality from formalisms. The message is simple: it is in moments without scripts that true conviviality is born. No dress code, no expectations to satisfy: only a table, physical or improvised, of good friends, family and a great desire to be together, really ”.
The campaign represents the beating heart of the natural evolution of the new positioning of Birra Moretti, inaugurated in April with the launch of the new TV spot ‘as we like and further strengthened by the third edition of the web series’ As we like: the weekend’, the new on air format on the brand’s YouTube channel that celebrates spontaneity as a true lifestyle and the authentic pleasure of being together.
“Through the new campaign – Pratolongo – we celebrate spontaneity as a distinctive trait of our Italian way, to be together, responding to the growing need for authentic moments, even deep, because they are free from the formality. Birra Moretti, the national icon of conviviality, has always accompanied these moments: it does not impose rules, but creates connections, which often arise precisely around a simple and shared table, choosing to tell the beauty of the beauty of the beauty of the beauty of the beauty of the beauty genuine things, spontaneous relationships “.
