The Evolution Of Friendship

THE EVOLUTION OF FRIENDSHIP:
A report on men and friendship in the 21st century

Commissioned by

CONTENTS
FOREWORD EXECUTIVE SUMMARY INTRODUCTION 1. THE NEW FRIENDSHIP: ITS EVOLUTION AND MEANING 2. THE NEW FRIENDSHIP: ITS IMPACT ON HOW WE LIVE AND WORK 3. THE NEW FRIENDSHIP: GROUP DYNAMICS AMONG MEN 4. CONCLUSION: THE FUTURE OF FRIENDSHIP CONTRIBUTORS NOTES AND REFERENCES 1 1 2 3 10 15 2326 27

Copyright © 2012 Chivas Regal BUG Bug is a London-based team of writers and business thinkers that tracks new trends and emerging cultural developments from around the world. REPORT AUTHORS Stephen Armstrong Richard Benson Gareth Coombs Ekow Eshun ABOUT CHIVAS REGAL Chivas Regal is a truly global brand, selling 4.9 million 9L cases annually in more than 150 countries across Europe, AsiaPacific and Americas. The Chivas Regal range of whiskies is the epitome of style, substance and exclusivity and includes Chivas Regal 12, 18 and 25 Year Old. About ‘Here’s to Real Friends’ The Evolution of Friendship was inspired by two short films about friendship, ‘Here’s to Twinkle’ and ‘Here’s to Big Bear’, created by Chivas Regal and Academy Award® winning short filmmaker Joachim Back for‘Here’s to Real Friends’, the latest instalment of the ‘Live with Chivalry’ campaign.

  The two cinematic films focus on the trials, tribulations and idiosyncrasies of modern male friendships. Taking the audience through breakups, breakdowns and good times, Back brings his trademark comic sensibility to celebrate the stories that bind real friends together.   For further information: Visit:http://www.facebook.com/ChivasRegal

FOREWORD
Understanding Modern Men and Their Friendships Chivas Regal, the world’s original luxury Scotch whisky, was created by brothers James and John Chivas as a well-balanced and smooth blend, perfect for sharing with friends. From these humble beginnings in Aberdeen, Chivas has gone on to become a truly global brand but the spirit of generosity, friendship andbrotherhood instilled by our founders remains the same. And as the whisky of choice for generations of men, we’ve been privileged to observe how friendship between men and the occasions that they celebrate over a glass of Chivas have evolved and changed over time. We have published this report to explore these changes further and to gain insight into how friendship shapes the lives of men today.While we’ve all experienced just how important friendships can be, to really understand how these relationships enrich the lives of men around the world, we’ve partnered with Bug, a London-based group of writers, business analysts and cultural experts. The following report is an articulation of the modern sense of brotherhood, the contemporary man and how his relationships shape him and contributeto his successes in life. James Slack Global Brand Director Chivas Regal

EXECUTIVE SUMMARY
This report examines the rise of the “New Friendship” among men, an emergent era in which deeply felt friendships are becoming increasingly important for men as a source of emotional enrichment and practical support. The report is divided into three parts, exploring, firstly, the evolution of the NewFriendship, secondly, its impact on the working and personal lives of men, and finally, the group dynamics and body language of men in closeknit friendship groups. The report was developed through research and analysis, interviews with key experts, academics and commentators, and group interviews conducted in major cities around the world. Through our work, a number of key findings have emerged. Theera of the New Friendship has arisen because of powerful social, economic and technological changes taking places across the world. These are causing men to look to their friends for increasing amounts of advice and support. The New Friendship is characterised by three key elements: • Emotional openness – a more engaged, open attitude to friendship and social connection • Trust and respect...