publications, culture & society
„The inability to enjoy“
lönneker & imdahl rheingold salon
The Diageo-Pernod Ricard Pleasure Study.
Burnout, stress and pressure to perform are currently much-discussed phenomena in our society. In light of this, the question arises more than ever: What role does pleasure play in the lives of Germans? What do people understand by pleasure? How do they talk and think about pleasure? What prerequisites must be met in order to be able to enjoy? Is there such a thing as a pleasure DNA? And what role do, for example, stimulants and alcoholic beverages play in this context?
In a unique study consisting of an in-depth psychological examination and a representative survey, the rheingold salon, on behalf of the world's leading spirits companies Diageo and Pernod Ricard, initially "put 60 people on the couch" in two-hour in-depth interviews and group discussions in order to decipher the pleasure DNA. The results were then checked nationwide on a representative basis with more than 1,000 women and men. The results are as clear as they are surprising: Although pleasure offerings are almost always and everywhere available, the Germans have apparently forgotten how to enjoy themselves.
The following findings on the subject of pleasure are the result of neutral, product-independent surveys. They were in no way influenced by product questions and are not used for product-related market research.
This study was presented at a press conference in Berlin on May 22, 2012.
