Heineken Italia launches Together Lab to study youth social habits

Heineken Italia has introduced Together Lab, a permanent observatory on contemporary sociality aimed at young Italians aged 18‑35. The project, carried out with researchers from the University IULM and coordinated by Professor Mauro Ferraresi, examined more than 14,400 spontaneous social‑media posts across TikTok, Instagram, Reddit, YouTube and Facebook.

The analysis identified five key trends shaping how the generation gathers: the weekend remains the primary moment for conviviality (32% of mentions); the home is increasingly valued as a chosen social space (28%); the aperitivo continues as a symbolic ritual (18%); a growing emphasis on moderation signals a more conscious and inclusive social code (12%); and food is emerging as a new language of connection (10%). Beer is noted as a constant companion in these evolving rituals.

Alfredo Pratolongo, Corporate Affairs Director, linked the initiative to Heineken’s purpose “We brew the joy of true togetherness to inspire a better world,” while Marketing Director Michela Filippi highlighted the youth focus on authenticity, flexibility and inclusion. Together Lab is part of the #Together campaign launched in 2025 and aims to inform future brand communication and social‑culture research.