(SeaPRwire) –   LONDON, May 28, 2026 — 1664, the premium French beer brand, has released new global research highlighting a growing culture of self-censorship at a time when authenticity matters more than ever before.

83% of people believe they have good taste, yet only 31% can agree on its definition, and most are too scared to speak up about their views.

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 isn’t dead, but it’s afraid.

Despite placing great value on individuality and a strong sense of self, the study shows people suppress both:

• 82% say it’s polite to hold back when around new people
• 52% prefer to avoid debating controversial issues
• 67% find it easier to go along with the crowd

Yet 77% believe society would be better off if people were more open and honest.

People haven’t stopped forming opinions—they’re just hesitant to express them. From fear of cancellation to self-doubt, global culture accepts “individuality” only if it fits an existing mold.

Technology is worsening this tension: over 50% of respondents say algorithms make it easier to develop their taste, but the more they rely on these tools, the less distinctive their taste becomes.

• 47% admit AI already plays a role in curating their taste
• 77% say AI makes it harder to tell what’s genuine
• Yet 81% insist 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 one clear observation: good taste isn’t about consensus. It’s about having the confidence to form your own perspective, the openness to respect others, and the maturity to agree to disagree.

“In a world that increasingly penalizes difference, standing by 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, Global Vice-President for Premium Brands, Carlsberg

Unquestionably Good Taste
Alongside the research findings, 1664 and global ambassador Robert Pattinson have launched a new short film directed by Brady Corbet, in which Pattinson embodies three personas—each convinced they represent the peak of good taste. As their opinions clash, 1664 remains the one thing all three can agree is unquestionably good taste.

Research paper: https://www.1664blanc.com/media/b0dnq13i/1664_a_question_of_good_taste_report_220526.pdf

Press contact: 1664global@wearefullfat.com

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