How IRL conversations set off change
When we connect IRL, great things happen. Compared to digital interaction, we can build more fulfilling relationships with a more diverse group of people – and have deeper, more meaningful conversations that can spark real change.
After months of isolation, lockdown and containment during the pandemic, this kind of close personal contact with loved ones is sorely missed by many people around the world.
Absolut in particular captured the spirit of young people in one of the most turbulent and disturbing years in living memory – with a survey of 4,000 Gen Z * from Great Britain, the USA, Germany and China.
A quarter of those 4,000 people said they experienced feelings of loneliness, sadness and stress on social media in 2020.
Our lives are enriched when we deal with people who think differently and have different life experiences. Not only are parties and social engagements more fun, but we've also challenged our view of the world outside of the online echo chamber.
COVID-19 may have slowed many of our travel plans this year, but 80% of respondents would take the chance to flee to sunnier areas to re-establish vital personal relationships with friends and family.
More than half said they value IRL conversation more than WhatsApp group chats and Instagram tags. Now young people are preparing to get rid of memes and blue ticks to make change through human connection.
And the trials and tribulations of 2020 have awakened Gen Z more than ever to the type of social change that is needed.
80% believe the world needs to change for the better. And despite the constraints and difficulties they have faced this year, one in five would rather vote for a political candidate who matches their values than take a much-needed vacation or get a promotion at work.
In fact, almost 90% of Gen Z would be willing to make a personal sacrifice in order to improve the state of the world, from actively participating in protests to eliminating toxic friendships.
In an encouraging look at a better future for all of us, Gen Z would rather make the world equal and inclusive (26%) than make a million dollars (23%).
Absolut's research has shown that more than half of Gen Z's currently have their most important connections online, but still over 70% crave these diverse connections in the real world that can make their lives better.
In practice, of course, face-to-face conversations have never been more difficult in the age of bans, masks and social distancing. However, authentic moments of connection have never been more important to our health and wellbeing.
Until face-to-face conversations can become commonplace again, we can all strive for more meaningful and intimate virtual interactions by exchanging superficial engagement and quickly transferring serotonin to the social level to further discuss the issues that affect us all.
In short, we need to talk more about it – the things that matter.
"The pandemic has made it clear to all of us how much we value IRL moments," said Tad Greenough, Chief Creative Officer at The Absolut Company. "This basic human need to be together has never been more evident."
"Our brand's mission has always been to bring people together," he adds. “When people come together in person and have meaningful conversations, they become more empathetic and open to different points of view. That has never been so relevant. "
While social contact is limited, platforms like IGLive play a key role in keeping Gen Z connected on global issues, and feel connected on a personal level with influencers and activists they follow on a daily basis.
Absolut led by example and has teamed up with social activist and award-winning British musician MNEK and youth activist Char Ellesse to continue the conversation.
Ellesse is best known for her "Girls Will Be Boys" social movement, which advocates freedom of expression and breaks gender norms. She and MNEK will discuss the remarkable results of Absolut's global research, share their personal passions, and promote real change where it matters most.
Tune in to a conversation on IGLive: just visit @absolutvodka on Jan 14, 2020.
You must be over the legal drinking age to participate. absolut.com/itsinourspirit