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LONDONMay 28, 2026 /PRNewswire/ — Premium French beer brand 1664 has released a new global research study, revealing a growing culture of self-censorship in an era where authenticity has never been more important.
Taste Is Not Dead, But It Is Afraid: New 1664 Global Research Reveals a Crisis of Self-Expression
83% of people believe they have good taste, but only 31% agree on what it means, with the majority too afraid to speak up.
This is the core finding of “A Question of Good Taste,” a major new global study commissioned by 1664. Its conclusion is simple yet unsettling: taste is not dead, but it is afraid.
Despite the great emphasis placed on individuality and self-awareness, it reveals a suppression of both:
- 82% of respondents say it is polite to hold back with new people
- 52% of respondents say they tend to avoid controversial topics
- 67% of respondents say it is easier to go with the flow
Yet, 77% believe society would be better if people were more open and honest.
People haven’t stopped having opinions; they are afraid to express them. From cancel culture to self-doubt, global culture embraces “individuality” as long as it adheres to existing norms.
Technology is accelerating the tension, with over 50% of respondents saying algorithms make it easier to develop taste, but the more people rely on them, the less unique taste becomes.
- 47% admit AI already plays a role in curating their taste
- 77% of respondents say AI makes it harder to know what is genuine
- Yet, 81% insist that good taste remains fundamentally human
“A Question of Good Taste” also explores cultural and lifestyle pressures to understand the forces shaping taste today. The findings lead to a clear observation: good taste is not about consensus. It is about the confidence to form opinions, the openness to respect others, and the maturity to agree to disagree.
“In a world that increasingly punishes difference, trusting your own taste has become quietly radical. 1664 isn’t here to define good taste, but to celebrate the conviction to stand by it.“
Seva Nikolaev, Vice President, Global Premium Brands, Carlsberg
Undoubtedly Good Taste These findings coincide with the launch of a new short film directed by Brady Corbet, featuring 1664‘s global ambassador Robert Pattinson, who embodies three characters, each convinced they represent the pinnacle of good taste. As opinions clash, 1664 remains the one thing they all agree on, undoubtedly good taste.