Published On: Wed, Feb 7th, 2024
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Two-thirds of Brits want to ‘be more Italian’ in their approach to life, study finds | Travel News | Travel


Two-thirds of adults want to “be more Italian” in their approach to life, research has found. A poll, of 2,000 adults, found 67 percent are keen to adopt aspects of the Mediterranean country’s way of life, sometimes referred to as “La Dolce Vita”.

Around half (44 percent), who feel this way, are keen to emulate the way Italians take time to enjoy food – while 33 percent would like to spend more time with family, and 16 percent would like to have the same passion for style.

And almost six in 10 (59 percent) admit they are increasingly fed-up of the UK’s fast-paced lifestyle, as they have little time to stop and live in the moment.

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 percent) would like to eat more fresh, local produce, while 31 percent would like to spend more time in the countryside.

Over a quarter (26 percent) want to take the same pride in their cultural heritage as Italians do. And, similarly, 23 percent would like to be more outwardly affectionate.

Carried out through OnePoll, the poll revealed 54 percent have been to Italy, with those who have visited the country, having done so three times, on average – and 90 percent are keen to go again in the future.

For 36 percent, 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 percent 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 percent said their trip made them want to savour things more, and the same number (42 percent) 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.”



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