Absolut is launching “Drink Responsibly, #LoveResponsibly,” a campaign that asks people to share what loving responsibly looks like to them in a world where connecting with others in meaningful ways has become increasingly more difficult.
A survey conducted for Absolut by KRC Research highlights how all types of relationships have been put to the test over the past year, with nearly 40% of Americans saying they have experienced strains in their closest loving relationships, and that drinking more alcohol plays a role in some instances.
Still, more than 80%1 believe that celebrating Valentine’s Day this year is as important, or even more important, than last year, showcasing the resilience of love.
“A lot has changed since Valentine’s Day 2020, and for many, our most important relationships have been tested in ways we never expected,” said Pam Forbus, CMO of Pernod Ricard USA. “We’ve been forced to rethink how to show our love when physically separated, and how to evolve our love when living, working and learning in closer quarters than we are used to.
“We’ve also had to acknowledge that sometimes being apart from those we love is the best way to show we care. Absolut’s #LoveResponsibly campaign offers our community a chance to share the big and small ways their love has had to change, and ultimately celebrate how it has survived and thrived.”
For many Americans, the challenge of having to adapt relationships to new realities has been significant. Absolut’s survey found the pressure on relationships is felt more significantly by younger and middle-age generations, with 52% of Gen Z, 43% of Millennials and 44% of Gen X audiences saying they’ve felt strain in their closest loving relationships over the past year, compared to only 29% of Baby Boomers.
Americans of all generations, however, noted a series of consistent, negative impacts on their relationships over the course of the pandemic, including stress and anxiety (46%), isolation/social distancing (36%), spending less time with loved ones (33%) and differing opinions on how to navigate pandemic restrictions (33%). Importantly for Absolut, a quarter of Millennials noted that drinking more alcohol during the pandemic has created negative impacts on their relationship1.
“We know that alcohol can play a positive role in bringing people together, but when over-consumed or consumed irresponsibly, it can catalyze negative actions, reduce our tolerance for one another and diminish our ability to love responsibly,” said Regan Clarke, VP-Millennial Connector Brands, Pernod Ricard USA.
“At a time when many loving relationships are strained due to the pandemic, it’s our responsibility to ensure our product is not exacerbating these problems. That’s why we’re not just encouraging people to #LoveResponsibly, we are reminding consumers that drinking responsibly is a key component of healthy, responsible love.”
The survey highlights some bright spots as well. “We learned that one in five Americans have turned inwards and focused more self-love in the past year. We also learned that for many people, love beyond a romantic partner has become more important in the past year, with people citing relationships with their children and their pets as greater sources of love,” said Tad Greenough, Global Creative Director at Absolut. “As a brand that has always championed inclusion, authentic connections and love – in all its many forms – we’re excited to see how our fans characterize the love that’s gotten them through this year.”