Two-thirds of UK adults admire Italy’s ‘La Dolce Vita’ philosophy – and are keen to emulate their passion for food, and slower pace of life
Tucking into lunch or dinner outside, eating more fresh, local produce, and developing a passion for cooking, are some of the top ways in which Brits aim to adopt a more “Italian” approach to life, a study has found.
A survey of 2,000 adults found that two-thirds (67%) admire “La Dolce Vita”, or “the sweet life” – the slower pace of life enjoyed by those in the Mediterranean country.
And the main thing about this lifestyle that they are keen to emulate is the way Italians take time to enjoy and savour their food (44%).
Spending more time in outdoor cafes or restaurants, and focusing on healthy eating and a balanced diet, are other aspects of Italian living that people feel should make their way over to the UK.
And outside of culinary habits, one in three are keen to spend more time with family, and 16% wish they had the same passion for style as Italians do.
Meanwhile, 59% long to be able to take a little more time to simply live in the moment – admitting they are growing increasingly fed-up of the UK’s fast-paced lifestyle.
Following the findings, FIAT, which commissioned the research, has launched the “La Dolce Vita Guide”, featuring 35 tips on how to live like an Italian.
It reveals why roll-neck sweaters are the way forward, ties are a “no-no”, how to keep your coffee fresh, and how to make the perfect Negroni.
Named after the Italian phrase, meaning “the sweet life”, the guide also explains why you should cook pizza in a frying pan if you lack a pizza oven. The guide was developed by FIAT in conjunction with eight leading experts on Italian living, culture, and lifestyle.
These include Pizza Pilgrims’ founders Thom and James Elliot, David Cutler from Lavazza, chef Gio Renzo Fioraso, men’s fashion designer Luca Faloni, female stylist Sofia Lazzari, and mixologist Pietro Rizzo.
Giuseppe Cava, director for the Italian car brand, said: “Fiat’s brand values focus on colour, joy, and simplicity.
“Those values are inherent in the Italian way of living – therefore, we designed our La Dolce Vita guide to help individuals embrace a more Italian way of life, and enjoy a taste of Italy in the UK.
“We selected a team of Italian lifestyle experts based in the UK, who worked alongside us to offer practical and accessible tips that can be effortlessly integrated into anyone’s routine.”
The research also found that almost half of those polled (49%) would like to eat more fresh, local produce, while 31% would like to spend more time in the countryside.
Over a quarter (26%) want to take the same pride in their cultural heritage as Italians do. And, similarly, 23% would like to be more outwardly affectionate.
Carried out through OnePoll, the poll revealed 54% have been to Italy, with those who have visited the country, having done so three times, on average – and 90% are keen to go again in the future.
For 36%, their trip to the country famous for its Renaissance masterpieces, fashion, cuisine, and beautiful coastline, was so impactful, that it inspired them to rethink their entire approach to life.
And 45% of those who feel this way said their visit made them want to slow down and simply live in the moment – in keeping with the “La Dolce Vita” philosophy.
Elsewhere, 42% said their trip made them want to savour things more, and the same number (42%) said they now felt more inclined to find beauty in the small things.
Giuseppe Cava, of FIAT UK, makers of the electric 500e, new 600e, and the Topolino, added: “We are slightly biased, but we certainly wouldn’t dispute the findings.
“Italy is renowned as the “land of colour”, and we are basing our Fiat strategy on this concept, offering “No More Grey” cars.
“While the best place to be more “La Dolce Vita” is Italy, there’s no reason much of that outlook to life can’t be appreciated and enjoyed more in the UK. We hope our guide will inspire Brits to do this.”
TOP 20 WAYS UK ADULTS WANT TO BE MORE ITALIAN:
- Eat more fresh, local produce
- Have lunch or dinner outside
- Take time to enjoy their food
- Live at a slower pace
- Spend time in outdoor cafes/restaurants
- Develop a passion for cooking
- Focus on eating healthy food, and a balanced diet
- Spend more time with family
- Share food with large groups of people, like friends and family
- Visit and spend time in the countryside
- Be more romantic/passionate
- Live close to family
- Take time to appreciate the moment
- Appreciate the “little things”
- Take pride in their cultural heritage
- Stay close to nature
- Enjoy music
- Demonstrate more love and affection
- Strengthen connections to their local community
- Relax and “go with the flow” in social situations