SAVE THE NIGHT is the global platform that consists of all Jägermeister’s initiatives that aim at positive change in nightlife.
It’s Jägermeister’s mission to create best nights, today and tomorrow. The best nights are safe, inclusive and sustainable and with SAVE THE NIGHT the brand tries to preserve best nights for its consumers and Meisters. By enabling grassroots, empowering communities, and supporting the nightlife industry on a global platform offering support and aiming for a sense of belonging.
SAVE THE NIGHT was initiated as a first aid crisis response to the COVID pandemic in 2020, when global nightlife came to a halt. The initiative continued and slowly evolved into a platform, raising awareness for the continuing challenges nightlife is facing such as gentrification, ever-rising costs and inequality. Since 2022 the platform has run a yearly open call, the SAVE THE NIGHT Fund, actively scouting for new ideas and empowering everyone passionate about nightlife to realise their forward-thinking ideas.
WHY WE NEED TO SAVE THE NIGHT
To put things in perspective and to provide evidence for why there’s a need to SAVE THE NIGHT, Jägermeister started to conduct its own research. Collecting key findings about nightlife across the globe and interviewing its global network of nightlife aficionados.
The 2023 and 2024 findings reveal the weak state nightlife is in, it’s diversity, safety and sustainability threatened. Like the fact that the United Kingdom has lost more than a quarter of its clubs over the last decade and for Italy that number is even worse: 52% of its nightclubs have disappeared since 1990. Key findings about safety tell us that nine out of ten women in Sydney feel unsafe in public spaces at night and in general, 90% of women in cities around the world feel unsafe in public spaces.
Knowing that women and gender expansive creators are nearly twice as likely to be excluded from meetings or events, passed over for opportunities or be paid unfairly, making an inclusive and diverse nightlife seem lightyears away.
And lastly, the environmental effect of nightlife is tremendous when you realize that a club uses as much electricity on one weekend as a household over an entire year. And, taking party island Ibiza as an example, the amount of waste after a good night out is serious: every 3000+ capacity nightclub on the island generates up to 400.000 plastic bottles worth of waste each year.