Pernod Ricard has launched its first global corporate campaign ‘Be a Convivialist‘, a call to arms to encourage people to exercise conviviality around the world.
Partnering with OpinionWay, the premium spirits distributor surveyed close to 11,500 people from 11 countries spanning five continents.
Pernod Ricard’s findings revealed that the world is increasingly less friendly, with conviviality in decline around the world.
The results have been used to form the basis of the campaign, and reveal that 91% of those surveyed believe conviviality to be a source of well-being, but 61% of them believe the world is less friendly than five years ago.
French people were revealed to be the most pessimistic at 82%, followed by Germans at 73%, while 67% of millennials (aged 18 to 34 years old) said they regretted meeting their friends less and less due to online social networks.
According to the survey, today’s champions of conviviality are Mexicans, followed in the top five by Spain, Brazil, China and India. France does not appear in the top ten.
The campaign’s centerpiece is the Power of Conviviality documentary. Directed by Elephant at Work, it features people from 12 locations around the world discussing what conviviality means to them and the shared moments they define as true and authentic.
Alexandre Ricard, chairman & CEO of Pernod Ricard, said: “There’s a real yearning for connection and sharing in today’s world.
“Convivialité 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.”