Leisure and Lifestyle

Budweiser Launches Campaign to Tackle “Friendship Recession” in Canada

TORONTO – As the NHL® season kicks off, Budweiser is addressing a pressing issue affecting social connections among Canadians: the growing “friendship recession.” The company recently released the findings of its second annual Budweiser Friendship Survey, conducted by Ipsos, revealing that 75% of men are spending less time with their friends, a notable 6% increase from the previous year. Furthermore, only 8% of respondents reported meeting up more than once a week, a significant decline of 6 percentage points compared to 2023.

The survey uncovers a troubling trend in which many Canadians are not only canceling plans but also concocting excuses for their absences. Nearly half (48%) of those surveyed admitted to fabricating reasons for canceling social engagements.

Key Findings from the Survey

  • Cancellations: 75% of respondents have received cancellations from friends, indicating a widespread issue.
  • Barriers to Socializing: Over a third (32%) cited work obligations, while 43% pointed to physical distance as barriers to getting together.
  • Hockey as a Social Catalyst: The survey also highlighted that 35% of friends have canceled other plans to watch a hockey game, showcasing the sport’s potential to bring people together.

In response to these findings, Budweiser is launching the “Make Time for Hockey, Not Excuses” campaign, encouraging Canadians to reconnect with their friends during hockey season. “Hockey provides the perfect excuse to gather and celebrate friendship,” stated Pat Heembrock, Marketing Director of Budweiser Canada. “We want to remind fans that reconnecting over hockey is what buds do.”

To hold friends accountable and discourage cancellation, Budweiser is inviting Canadians to share the most outrageous excuses they’ve received for bailing on plans. Selected submissions will be featured on national television through the NHL’s Digitally Enhanced Dasherboards (DEDs) and on outdoor “bail boards” across major Canadian cities.

Canadians can submit their excuses at maketimeforhockey.ca, helping to shine a light on the importance of friendship and social connections during the hockey season.

As the NHL season gets underway, Budweiser aims to inspire fans to prioritize their friendships and enjoy the excitement of the game together.

Tiana Squire

Tiana Squire is our Leisure and Lifestyle Writer, dedicated to covering a wide array of topics including restaurants & bars, fashion, travel and tourism, family events and entertainment. With a passion for exploring and sharing the best in leisure experiences, Tiana brings her unique perspective and enthusiasm to each piece she writes. For inquiries or feedback, contact Tiana at tiana.squire@gtaweekly.ca.

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