Defining "Britishness" - Ben Page

British…but also English, Scottish, Welsh

How strongly do you feel you belong to...

57

61

66

72

82

83

...your neighbourhood

...your home town

...Britain

...England

...Scotland

...Wales

2,320 British a dults, 30 Nov – 6 De c 2011 Sourc e : Ipsos MORI/British Future

45

37

36

28

24

22

15

10

5

4

Our History

The NHS

British Army/armed forces

The Royal Family

Our culture and arts

Our system of democracy

Having a free press/media

British sports teams

Our position in the world

British business

What we really value about Britain... Overall, which two or three of the following, would you say makes you most proud to be British?

Base: 998 British adults, interviewed face to face 27 Jan - 5 Feb 2012 Source: Ipsos MORI / Channel 4

How do we feel? ...about our direction of travel?

Two Olympic Years: 1948…and 2012

TV Ownership From 46,000 to 26,000,000

Life Expectancy From 68 to 80 years

Population From 49.8m to 63.0m

Better for women, more tolerant, diverse...

To what extent do you agree or disagree with the following statements about how Britain has changed since 1948?

Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Source: Ipsos MORI / British Future

88

72

44

4

11

29

Women have more choices now than they did

People are less discriminating of people who are gay

Relations between different ethnic groups are better now

Agree Disagree

Less religious... And getting ruder...

To what extent do you agree or disagree with the following statements about how Britain has changed since 1948?

Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Source: Ipsos MORI / British Future

72

12

7

13

56

74

Britain is a less religious place now

British people are better at parenting now

Britain is now a more polite place

Agree Disagree

On balance we’ve lost something...

To what extent do you agree or disagree with the following statements about how Britain has changed since 1948?

Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Source: Ipsos MORI / British Future

24%

52%

24%

People are just as proud to be British now as they were then

Agree

Disagree

Neither / no opinion

Away from my front door, gloom reigns

Looking ahead to 2012, how optimistic or pessimistic are you feeling about...

Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Source: Ipsos MORI / British Future

26

31

65

74

73

52

33

15

7

10

You and your family

The city town village where you live

Britain

Europe

Britain's economic prospects

Pessimistic Optimistic

Mustn’t grumble, there’s lots about Britain that’s good....

The Great British Character...

From this list, please tell me which two or three, if any, you think are the best characteristics of British people as a whole?

Base: 998 British adults, interviewed face to face 27 Jan- 5 Feb 2012 Source: Ipsos MORI / Channel 4

45

34

30

28

26

19

18

14

Good sense of humour

Friendly

Tolerant to all sections of society

Hard working

Polite / good manners

Patriotism

Law abiding

Keep themselves to themselves

On the other hand...

The British character - bad

From this list, please tell me which two or three, if any, you think are the worst characteristics of British people as a whole?

Base: 998 British adults, 27 Jan- 5 Feb 2012 Source: Ipsos MORI / Channel 4

50

33

23

20

19

18

16

15

6

6

4

Drink too much

Ignorant of other cultures

Complain too much

Lazy

Intolerant to different sections of society

Bad eating habits

Too pessimistic

Rude

Too nationalistic

Unfriendly

Bad teeth

An assessment supported by the evidence...

Maybe they’re right....

Alcohol Consumption in the UK 1947-2009

Source: British Beer and Pub Assoc iation Statistical Handbook 2010

Our self assessment: The “ inputs”

Which 2 or 3 would you pick out as areas where Britain is strongest/ weakest compared with other countries?

Base: 1,003 British adults, 25-31 May 2012 Source: Ipsos MORI / Design Council

35

22 11 11

7 6 5 3

-19 -19

-45

0

Our self assessment: The “ outputs”

Which 2 or 3 would you pick out as areas where Britain is strongest/ weakest compared with other countries?

Base: 1,003 British adults, 25-31 May 2012 Source: Ipsos MORI / Design Council

25 23 12 9 8 8 7 3

-4 -5 -8 -22

Are we really not very good at manufacturing...?

British Captains of industry would tend to agree

In which of the 1 or 2 following sectors do you see the greatest and least potential for growth in the UK over the next 12 months and which do you consider the UK to have a competitive advantage?

Base: British Captains of Industry (100), interviewed Sep-Dec 2011

52%

24%

20%

19%

19%

12%

11%

6%

2%

0%

3%

22%

33%

16%

33%

11%

29%

13%

1%

6%

43%

3%

78%

2%

21%

2%

4%

1%

6%

1%

Technology/media/telecoms

Manufacturing

Financial/banking/insurance

Construction

Services/retailing

Utilities

Mining/minerals/natural resources

Transport/distribution

None of the above

Other

Greatest Potential Least Potential Competitive advantage

Are we really not very good at manufacturing...? An “offic ial view”

The UK is in the world’s Top 10.... directly employs 2.5 million people, generates half of UK exports...2nd only to the US in aerospace industry...2 of top 6 pharmaceutical companies in the world have their HQs in UK… Source: Technology Strategy Board

“

”

... resurgent UK-based auto industry exported a record-breaking 84% of production in 2011.....average annual productivity increase of 3.6%, two and a half times greater than the UK economy as a whole. Source: Technology Strategy Board

“

”

Do we see “Britishness” in what we buy these days?

Not really! 28% recall buying something British recently

Why we “ Buy British”

For which, if any, of the following reasons, was buying British important, when buying this product or service? Which others?

Base: All adults 15+ who, to their knowledge, have bought British recently and believe this to be very/fairly important in their dec ision to purchase (133) Source: Ipsos MORI / Design Council

40%

38%

36%

26%

17%

14%

5%

5%

1%

Quality

Wanting to support a British company

Wanting to support the British economy

Its reputation

Price

Design

Its popularity

Only a British product was available

Don’t know

None of these

59

52

48

20

14

13

9

6

5

4

2

2

7

3

The Mini

Cat’s Eyes (on the road)

Dyson vacuum cleaner

The Hoover vacuum cleaner

Lastminute.com

World Wide Web (www)

Teflon

Grand Theft Auto video game

The BlackBerry phone

Facebook

The VW Beetle

The “Angry Birds” App

Don’t know

None of these

The most famous British products?

Looking at this list, which, if any, would you describe as “British”? By British, I mean they were made or designed in Britain

Base: 1,003 British adults, 25-31 May 2012 Source: Ipsos MORI / Design Council

What we’re proudest of...

Here is the list of products that were made or designed in Britain. Which one or two of them, if any, would you say you are most proud of?

Base: 1,003 British adults, 25-31 May 2012 Source: Ipsos MORI / Design Council

40

39

34

17

3

3

Cat’s Eyes (on the road)

The Mini

World Wide Web (www)

Dyson vacuum cleaner

Grand Theft Auto video game

Lastminute.com

6% 45% 17% 28% 4%

Strongly agree Tend to agree Neither Tend to disagree Strongly disagree

UK plc : Attractive (in princ iple) “”The UK is currently an attractive place to invest”

Base: British Captains of Industry (100), interviewed Sep-Dec 2011

Not quite so attractive when compared with elsewhere… In the current c limate, which of the following countries do you believe offers the best environment for business?

Base: British Captains of Industry (100), interviewed Sep-Dec 2011

25%

21%

14%

10%

10%

8%

4%

2%

2%

0%

0%

0%

0%

0%

3%

Brazil China

USA UK

India Australia Germany

Russia Canada France Japan

Mexico Italy

Spain Other

The US and China are where it’s at

Which of the following countries do you believe is the most attractive for investment?

Base: British Captains of Industry (100), interviewed Sep-Dec 2011

28%

16%

15%

14%

9%

6%

5%

3%

0%

0%

0%

0%

0%

0%

4%

USA China

UK Australia

Brazil Germany

Canada India

France Italy

Japan Mexico Russia Spain Other

Actually quite a positive pic ture...

Typically self-deprecating Brits…!

Taking into account all the things which you think are important, how favourable or unfavourable is your overall opinion/impression of the UK…?

Base: c .500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010

53%

50%

49%

48%

46%

45%

45%

43%

41%

37%

36%

24%

13%

55%

54%

45%

56%

45%

51%

53%

56%

47%

59%

43%

42%

48%

Respects human rights

Has a strong commitment to culture and the arts

Respects its neighbours and other countries

Has strong democratic values and institutions

Contributes to peace and co-operation

Contributes to global economy

Respects contracts and the rule of law

Respects the rights of its citizens

Contributes to international socio-economic development

Its people enjoy a good standard of living

Makes a positive difference in the world

Is a good country in which to invest

Has a strong economy

% Favourable - Britain % Favourable - Global

Purchase Intent

Resonance - strengthening emotional associations with brands

Strength of Emotional Associations with brand

“ Britishness” could support brand resonance in various ways…

Through Provenance…

Through Tone…

Through Heritage…

Reinventing Heritage

1974

Now Trusted Baking

Credentials

Source: YouTube Source: YouTube

Old

Fashioned

In conclusion... We under-estimate ourselves – and our economy ...we are much more interesting than we imagine...

© Ipsos MORI This work was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here