Taste Is Not Dead, But It Is Afraid: New 1664 Global Research Reveals a Crisis of Self-Expression
A global study by beer brand 1664 shows that while most people believe they have good taste, a culture of self-censorship prevents them from speaking up
On May 28, 2026, premium French beer brand 1664 unveiled a major new global study titled A Question of Good Taste. The research reveals a growing culture of self-censorship at a time when authenticity has never mattered more. Despite placing an enormous value on individuality, the study reveals that many people choose to suppress their sense of self.[1][2][3]
The central findings of the study show a significant disconnect in how people view their own preferences. While 83% of respondents believe they have good taste, only 31% can agree on what the concept actually means. This is compounded by a widespread hesitation to speak up, with the study concluding that taste is not dead, but rather afraid.[1][2][3]
This fear of expression manifests in social interactions, where a majority of people choose to hold back rather than share their true opinions. Specifically, 82% of those surveyed state that it is polite to hold back when they are around new people. Additionally, 52% of respondents say they prefer to avoid debating issues.[1][2]
