Tabloids' coverage of Stella Artois research 'misconstrued' - doesn't refer to gender or dating

Stella Artois' research into how professionals spend their time has been intentionally "misconstrued" by tabloid newspapers, including the Daily Mail and The Sun, according to 3 Monkeys Zeno MD Christine Jewell.

Yesterday, the newspapers ran articles suggesting that women in PR are the most likely of any professionals to stand up men on a date. However, PRWeek can reveal the original release doesn't break down the results by gender and doesn't mention dating at all (see below).

Yesterday, PRWeek approached Stella Artois’ PR agency, 3 Monkeys Zeno, for clarification on the press release and campaign objectives. PRWeek received a response yesterday afternoon, well after publishing an article that outlined the industry’s backlash to the tabloid’s reporting of the campaign.

Jewell told PRWeek the research is part of a wider campaign to "encourage people to make time for life’s simple pleasures, such as meeting up with friends for a meal and a drink".

"As you can see from the original release below, the research was misconstrued in the media coverage and is actually about the professions, ages and locations that have to cancel plans with friends and family in their spare time, rather than dating," Jewell said.

"We all know we work in a busy industry and our research made clear that both genders, and a number of different professions, cancel on family and friends. The message at the heart of the story is to encourage Britons to slow down and make time for the things they enjoy."

Stella Artois’ press release does list marketing, advertising and PR professionals as the most likely to cancel plans, but does not break down the figures by gender or make any mention about dating.

In fact, the release states: "When it comes to taking time for themselves, men and women are as bad as one-another, with 60% women (compared to 57% of men) cancelling on friends and family."

In the release, Stella Artois brand director Alexis Berger said: "No one likes having to cancel plans because they’re too busy, and getting cancelled on is even worse, but it’s become part and parcel of modern life.

"We fill our days with ‘busy-ness’ and end up sacrificing what we want to do. We need to get better at setting aside time for ourselves and actually sticking to it, so we can start to make more time for what we truly enjoy."

Here is the original release in full:

Stella Artois reveals which friends are most likely to cancel on you

… and who’s going to stick to plans

October 2018: With a new philosophy that encourages people to make more time for what they truly enjoy, Stella Artois has revealed the UK’s biggest plan-cancelling culprits, and who is best at sticking to a date.

The research found that millennial women living in Southampton and working in marketing are the most likely to cancel on friends and family. However, it was a close call. Three quarters (75%) of British adults struggle to fit everything they need to do into their day, forcing over half (59%) the population to cancel arrangements with loved ones.

The findings show that millennials are the worst offenders - over three quarters (79%) of 25-34-year olds admitted to doing this. Residents of Southampton are equally unreliable, with two thirds (67%) ditching plans - higher than in London and Manchester – whilst those in Glasgow claim to be the most reliable. And if you have friends working in marketing, advertising or PR, prepare to get stood up, with 87% cancelling arrangements. When it comes to taking time for themselves, men and women are as bad as one-another, with 60% of women (compared to 57% of men) cancelling on friends and family.

It’s not all bad news, though. When Brits do finally get time to themselves, 47% choose to meet up with friends for food and drinks. So, if you’re looking for reliable companions to enjoy a beer with, head to Glasgow or Brighton, where people are the least likely to cancel plans, and find someone over the age of 35 that works in transport and logistics or in finance, the UK’s two most reliable professions.

Top five cities most likely to cancel plans

Top five professions most likely to cancel plans

1. Southampton

1. Marketing / advertising / PR

2. Plymouth

2. Emergency services

3. Manchester

3. Healthcare

4. London

4. Hospitality and entertainment

5. Bristol

5. IT

Top five cities least likely to cancel plans

Top five professions least likely to cancel plans

1. Glasgow

1. Transport and logistics

2. Brighton

2. Financial services

3. Nottingham

3. Government

4. Leeds

4. Building and property

5. Norwich

5. Law

 

 

 

 

 

 

 

 

 

Based on the research, Stella Artois has compiled a list of the five cities and occupations that are the most likely to cancel on friends and family, as well as the five most reliable*.

For almost half (47%) the population, work stops them from doing the what they enjoy, whilst household chores are a close second (41%). One in five (20%) blame messy housemates for keeping them busy and 14% said their commute is a key contributor.

Alexis Berger, European Brand Director at Stella Artois, said: "No one likes having to cancel plans because they’re too busy, and getting cancelled on is even worse, but it’s become part and parcel of modern life. We fill our days with ‘busy-ness’ and end up sacrificing what we want to do. We need to get better at setting aside time for ourselves and actually sticking to it, so we can start to make more time for what we truly enjoy."

As well as being the fourth most unreliable city in the UK, 79% of Londoners admit they struggle to fit everything into their day. To highlight the ridiculous, fast-paced nature of modern society, and encourage Brits to make time for life’s simple pleasures, Stella Artois took to the streets of London to conduct - and secretly film - a social experiment. Unexpecting commuters were offered a free, ‘time-saving’ pint of Stella Artois, served in fake takeaway paper Chalices to enjoy on the move. The results were disastrous, proving that some things in life, like a freshly poured beer, are meant to be savoured over good food with friends, not rushed - we call this feeling ‘Joie de Bière’.

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