Sanpellegrino Beverages: “Life Drinkers”, the new tribe choosing mindful disconnection

A survey carried out by Sanpellegrino Beverages has identified the emergence of the Life Drinkers, the new tribe of people who are taking the trend towards mindful disconnection to a more advanced level by portraying life in a more authentic and real way.

The tribe thirsty for life

The study – conducted using the Swoa (Social Web Opinion Analysis) methodology and based on listening to and analysing approximately 1.200 conversations and online interactions dedicated to topics such as lifestyle, conviviality, wellbeing and new forms of socialising – captures a community united by a genuine “thirst for life”, by the desire to live authentic experiences, discover new possibilities and savour the present moment more intensely.

Curiosity, authenticity and conviviality

The first defining characteristic of this tribe is curiosity. The 68% of the conversations analysed highlights the desire to have new experiences, while 72% recalls the desire to enjoy every moment of life. It is therefore unsurprising that85% of the people in this generation define themselves as someone who loves experimenting in everyday life, including those who consider themselves very open to discovery (40%) and those who are fairly open (45%).

Life Drinkers reject conformity and seek authenticity. More than half of the conversations (54%) refer to the value of sincere relationships, while 66% identify the absence of filters and ostentation as the element that makes a convivial moment truly authentic. The figure relating to dialogue is even more significant: for 74% of the conversations, it is precisely the quality of human exchange that represents the heart of a memorable experience.

Conviviality emerges as one of the founding elements of this new culture of living. For of the conversations, “ 70% living life with gusto”means above all sharing moments with loved ones, while 62% associate the concept of a fulfilling life with sharing and 59% with the pleasure of spending time together over good food and good drinks.

But Life Drinkers are also explorers of taste and emotions. Of them, 72% declare that they willingly choose unusual and unconventional venues, 59% would be willing to try new flavours simply out of curiosity, and 69% seek authenticity before the surprise factor or putting on a spectacle.

Living the experience to the full

What emerges is the portrait of a tribe that seems intent on replacing the logic of ostentation with that of participation. When they discover an authentic place, flavour or experience, Life Drinkers do not feel the need to immediately turn it into content to publish. They prefer to live it, share it with the people present and preserve it as a personal memory. It is no coincidence that 53% say they want to live the experience to the full as it happens, while only 13% feel the need to document it carefully.

More than an escape from technology, theirs is a choice in favour of lived experience. It is a philosophy that places authenticity, discovery, quality relationships and the pleasure of the present at its centre, making Life Drinkers the most evolved expression of the major international trend towards more human, mindful and meaningful experiences.

The perfect Life Drinker’s ten commandments

1. Lives every moment to the full
2. Constantly seeks new experiences
3. Is not satisfied with the ordinary
4. Puts relationships at the centre
5. Chooses authenticity
6. Loves genuine conversations
7. Shares emotions, not performances
8. Has the courage to step outside their comfort zone
9. Seeks unconventional places, flavours and emotions
10. Chooses real life

This content was translated with the assistance of artificial intelligence.