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Drinks'Don't Wait For People To Be Friendly, Show Them How,' Says Pernod Ricard

'Don't Wait For People To Be Friendly, Show Them How,' Says Pernod Ricard

'Don't Wait For People To Be Friendly, Show Them How,' Says Pernod Ricard
By Samantha Lim
February 21, 2019

In this increasingly interconnected world, how is it that loneliness is also on the rise? In a joint survey conducted by Pernod Ricard and OpinionWay, 11,487 individuals from 11 countries answered a slew of questions pertaining to conviviality (friendliness and fondness for feasting, drinking and good company). Hark these 8 facts revealed by the study:

Scene from 'The Power of Conviviality,' a documentary by Pernod Ricard and Vice.
Scene from 'The Power of Conviviality,' a documentary by Pernod Ricard and Vice.

Before commenting on conviviality at large, first ask yourself: How does conviviality make me feel?

1/8Conviviality Is Healthy For You

In Pernod Ricard and OpinionWay's study, 91% of respondents see it as a source of well-being, 90% describe it as sparking joy, and 79% associate convivial moments with sharing a drink or a meal with relatives — for this reason, Chinese respondents stand out, with 66% preferring to dine among friends and family at restaurants.

2/8The Top 3 Convivial Countries Are Mexico, Spain, Brazil

Though self-professed, conviviality is most prevalent among Mexicans (92%), Spanish (87%) and Brazilians (86%). Also sharing a sunny disposition are the Indians (84%) and the Chinese (83%).

Scene from 'The Power of Conviviality,' a documentary by Pernod Ricard and Vice.
Scene from 'The Power of Conviviality,' a documentary by Pernod Ricard and Vice.

3/8The Most Pessimistic Are The French Followed By The Germans

Could long and cold winter seasons account for a chillier outlook? Only 62% of the French consider France a friendly place, followed by the English (67%) and the Germans (69%).

4/8Conviviality Is On The Decline, Overall

Some 61% of the 11,487 participants consider their country to be less convivial compared to five years ago.

Scene from 'The Power of Conviviality,' a documentary by Pernod Ricard and Vice.
Scene from 'The Power of Conviviality,' a documentary by Pernod Ricard and Vice.

5/8No One Meets Face-To-Face Anymore, Let Alone Pick Up The Phone

Because everyone and everything is 'just a Whatsapp away,' phone calls and physical meet ups are deemed non-compulsory. Brazil (83%), Mexico (80%) and Spain (79%) are the most enthusiastic about electronic messaging, whereas France is still keen on oral communication, with 76% of respondents still preferring phone calls.

6/8The Future Spells Less Chance Meet Ups

With the exception of the Chinese (70%) and the Mexicans (60%), both of whom boast strong family values, most respondents are doubtful about meeting new faces and making more friends compared to five years ago.

Scene from 'The Power of Conviviality,' a documentary by Pernod Ricard and Vice.
Scene from 'The Power of Conviviality,' a documentary by Pernod Ricard and Vice.

7/8Netflix & A Night In? Or Drinks & A Dance Off?

Sad to say, the majority of millenials are more likely to pick the former. This is especially true in India (91%), Brazil (88%) and South Africa (85%). Despite a national feeling of doom and gloom in France, the country is steadfastly social, with 51% boldly stating that they'd turn down TV for a terrific night out.

8/8Conviviality Is More At Risk Among Millenials

Findings from the survey are flecked with irony: although 60% of millennials (18-34 years old) believe that social networks make for superficial friendships, 87% would still prefer staying in with their phones to partying with people. In China, India and Mexico, more than two-thirds of respondents confess to never having met more than half of their so-called 'friends' on their social networks.

Scene from 'The Power of Conviviality,' a documentary by Pernod Ricard and Vice.
Scene from 'The Power of Conviviality,' a documentary by Pernod Ricard and Vice.

The Power of Conviviality

Forming the basis of Pernod Ricard's 360° global corporate campaign, results from the survey have spurred a collaboration with Vice Media LLC by way of a documentary. "The Power of Conviviality," which stars non-professional actors, is a curation of true testimonies from convivialists from around the world. Watch the 10-minute-long film here.

There’s a real yearning for connection and sharing in today’s world.

Alexandre Ricard, chairman and CEO of Pernod Ricard, enthused, "Conviviality is more than just a corporate value for Pernod Ricard, it’s our raison d’être – and it’s proudly embodied every day by our 19,000 employees across the globe. This mindset echoes the lifelong motto of my grandfather Paul Ricard, who launched an invitation to all his employees to 'make a new friend every day.'"

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