It’s official, says Fosters, and it makes for sad reading – British men are losing touch with their mates. A quarter say they’ve lost more than half of their friends in recent years and 61 per cent admit to finding it painfully awkward trying to reconnect. But it’s not all doom and gloom; because the research also shows that men have their own unique “love language” – one underpinned by ‘affectionate’ swear words.
New research from Foster’s has found that 59 per cent of British males resort to calling one another names as a way of expressing love towards their mates.
“We often misread male banter,” says behavioural psychologist Jo Hemmings. “The mock insults, the outrageous nicknames, the faux aggression. On the surface it can sound abrasive, even offensive, but psychologically it’s often the opposite.
"For many men, humour is the socially acceptable language of intimacy. Teasing becomes coded connection. Insults become a form of inclusion. The subtext is: You’re safe here. Humour allows affection without exposure. When a man calls his friend an idiot, what he often means is: You matter to me. Banter isn’t emotional avoidance. It’s emotional translation.”
In response, Foster’s has launched "Love You Cans", a limited-edition run of cans are emblazoned with the affectionate insults men already use with their closest mates.
The campaign will also give British men the perfect opportunity to embark on the ultimate reunion by merging sweary nicknames with travel and a prize for two mates in a reunion trip to Australia.