Young adults now spend a staggering 438 hours daydreaming of a more glamorous life and spend more than £3000 a year trying to achieve it according to a recent study commissioned by Europe’s leading airline easyJet. This 'glam-bition' is primarily driven by social media. The research also revealed 40% of Brits consider Italians to be the most glamorous followed by the French at 22% while only 16% consider themselves as Brits, to be the most glamorous nation in Europe. The Côte d’Azur in southern France, known for years as the exclusive destination for the world’s glamorous jet-set and the timeless appeal of resorts like Cannes, Nice and Antibes, tops the list at 39% as the most glamorous and en vogue European destination Brits dream of visiting. Coming in second place with 25% is the fashion capital of Italy, Milan, however only 16% of respondents considered London to be ‘the most glamorous destination’ on the continent.
When looking for a touch of glamour in London, the survey reveals the altogether more traditional Ritz hotel as the most glamorous place to visit in the capital. The hotel tops the list of the most glamorous destinations to visit in London at 36%, with the Royal Opera House coming second with 24%, Claridges received 18% of the vote and The Shard 14%. Two-thirds of us, meanwhile, say we are desperate to inject more glamour into our daily lives and a third of 18 to 34 year olds confess this is so their life looks more alluring on Facebook and Instagram.
"Those aged 25 - 34 admit to daydreaming about a more glamorous lifestyle for 8 hours & 36 minutes every week"
The research also revealed that two-thirds of Britons feel under growing pressure to live a more 'glamorous lifestyle' and spend extra on a daily basis as they try to live up to an ideal. The pressure is most felt by women and those aged 25 to 34 who admit daydreaming about a more glamorous lifestyle for eight hours and 36 minutes every week.
easyJet quizzed 2,000 British adults about their luxury inspirations, aspirations and habits to coincide with the airline’s launch, in association with Atout France, of an immersive theatre experience that brings the Côte d’Azur to London. The free, 15-minute immersive theatre experience, which first ran over the weekend (5th/6th May) in Bloomsbury, London, draws on the magic of Côte d’Azur regulars Cary Grant and Grace Kelly to treat audiences to an interactive multi-sensory experience inspired by the sights and sounds of the South of France – the carnival spirit of Nice, the jazz sounds of Antibes and the red carpet glam of Cannes.
Lucy Outram, UK Head of Marketing for easyJet said: “Playgrounds for the rich and famous, cities like Cannes, Antibes and Nice were the exclusive preserve of the world’s glamorous jet-set, but with easyJet the Côte d’Azur is accessible to anyone looking to inject a bit of glamour into their life. For as little as £29.99, - a lot less than the weekly expenditure on luxuries - generation easyJet can fly to Europe’s most glamorous destination. It’s so affordable… so why not? And for those that want to try it out first, the immersive experience in London will give them a real taste of the region on their doorstep.”
In order to realise their glam-bition:-
18% of young people now opt to splash out on brunch at the weekend rather than just have breakfast.
11% of Brits buy Artisan bread instead of supermarket loaves.
11% turn their noses up at sandwich shops and opt for brasseries.
Meanwhile, 20 % of 25 to 34 year olds won't go to a traditional cafe, preferring an 'artisan coffee shop', and 12% wouldn't contemplate a biscuit because a macaroon is a trendier alternative.
All this adds up, with the average Briton spending £36.90 a week on non-essential luxuries in a bid to feel more glamorous. Those aged 25 to 34 spend the most, averaging £69.20 a week, or £3,598 a year, and Londoners admit they spend £94.80 a week or a staggering £4,930 a year trying to create a veneer of glamour. A third of us (38%) also dream about travelling the world, 14% dining at fine restaurants and 25% going on glamorous holidays. Whether this is down to the prevalence of professional Instagram models showing off their glamorous, carefree lifestyles, or the inherently competitive nature of social media remains to be seen, but either way, easyJet's study has found that this generation of young adults really care about what other people think, often to their own detriment.