Listening to the stories young people use every day to describe how they spend time together allows us to understand social life as it takes shape, said Alfredo Pratolongo, Corporate Affairs Director at Heineken Italia. The generation before us is effectively rewriting the rules of conviviality: fewer predefined models and greater authenticity; fewer one-size-fits-all rituals and more freedom to build connections that reflect who they are.

Although the weekend remains the preferred time for socializing, accounting for 32% of conversations, the home, at 28%, is emerging alongside out-of-home venues as a key social setting. The aperitivo remains the defining ritual of conviviality and is increasingly an opportunity for connection, belonging and sharing, representing 18%. Moderation, meanwhile, is becoming a new cultural norm associated with awareness and inclusion, at 12%, while food is taking on the role of a new language for spending time together, at 10%.