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Martini launches new campaign "Martini Time"

Italian young spend more time talking to friends online than in real life

Martini launches new campaign ‘Martini Time’ calling on people to make time for face-to-face meetings as Italian young spend more time talking to friends online than in real life

As Italian drinks brand Martini partners with strategic foresight consultancy Future Lab to speak to 4,000 25-34-year-olds to find out what’s happening to modern friendships and where we’re going wrong. Almost two thirds (30%) of Italians blame social media for not having face-to-face time with friends and more than two thirds living their lives via social media instead (42%), whilst admitting their lonelier (34%) using the technology - the highest level out of countries surveyed. Friendships in real life are becoming more of an illusion than a reality, and are being tested to the limit, with more effort being spent on technology and social media. Martini’s research shows face-to-face friendships are necessary for good health and happiness; emotional, mental and physical wellbeing, with more than two thirds agreeing they feel energised, more resilient and positive spending time with friends (68%). The drinks brand is calling on Italy’s young to make time for human connection – in real life - before it’s too late.

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