Two thirds of Brits want to ‘be more Italian’

A poll of 2,000 adults found 67 per cent are keen to adopt aspects of the Mediterranean country’s way of life, sometimes referred to as ‘La Dolce Vita’. Yet 59 per cent are increasingly fed-up of the UK’s fast-paced lifestyle as they have little time to stop and live in the moment.

To help Brits enjoy a taste of Italy in the UK and savour the simple things in life, a ‘La Dolce Vita Guide’ has been launched which features 35 tips on how to achieve this, from why rollneck sweaters are the way forward – ties are a no-no – and how to keep your coffee fresh.

Named after the Italian phrase meaning ‘the sweet life,’ the guide also explains why you should cook pizza in a frying pan, if you don’t have a pizza oven, and how to make the perfect negroni.

The guide was developed by FIAT in conjunction with eight leading experts on Italian living, culture and lifestyle.

Experts include Pizza Pilgrims’ founders Thom and James Elliot, David Cutler Lavazza”s Head of Training & Brand Ambassador, renowned chef Gio Renzo Fioraso, men’s designer Luca Faloni, female stylist, Sofia Lazzari, and globally recognised mixologist, Pietro Rizzo.

“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, our ‘Dolce Vita’ Team, who worked alongside us to offer practical and accessible
tips that can be effortlessly integrated into anyone’s routine.”

Giuseppe Cava, director for the Italian car brand

Research of 2,000 adults by Fiat found 67 per cent find the Italian way of life an appealing prospect. And 44 per cent who feel this way are keen to emulate the way Italians take time to enjoy food.
While 43 per cent like the idea of living at a slower pace, 33 per cent would like to spend more time with family, and 16 per cent would like to have the same passion for style.
Almost half (49 per cent) would like to eat more fresh, local produce, while 31 per cent would like to spend more time in the countryside.
And 26 per cent want to take the same pride in their cultural heritage as Italians do. Similarly, 23 per cent would like to be more outwardly affectionate.
Carried out through OnePoll, it emerged 54 per cent have been to Italy, on average three times – and 90 per cent are keen to go again in the future.
For 36 per cent, their trip to the country famous for its Renaissance masterpieces, fashion, cuisine, and beautiful coastline, was so impactful it inspired them to rethink their entire approach to life.
And 45 per cent of those who feel this way said their visit made them want to slow down and simply live in the moment – very much in keeping with ‘La Dolce Vita’ philosophy.
Elsewhere, 42 per cent said their trip made them want to savour things more and the same number (42 per cent) said they now felt more inclined to find beauty in the small things.

“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.”

Giuseppe Cava, of FIAT UK, makers of the electric 500e, new 600e and the Topolino