Speaking Middle Engish Report

‘Speaking Middle English’

A study on the Middle Classes by BritainThinks

Introduction About BritainThinks

Putting the people that matter at the heart of your thinking makes for better decisions, more effective communications and stronger, deeper relationships. BritainThinks offers strategic advice rooted in new insight into the people that matter most to you, whether they are stakeholders, consumers, citizens or colleagues.

Introduction ‘Speaking Middle English’ At BritainThinks we believe that it's essential to understand the context in which companies, brands and other organisations operate. We therefore do a great deal of our own research to keep abreast of the constantly changing environment. We have a qualitative panel that we are regularly in touch with and we carry out large projects from time to time to look at some of the big questions of the day.

Speaking Middle English is the first of those projects. With the concept of the 'squeezed middle’ high on the media agenda, and our own research showing that peoples’ class perceptions have shifted massively in recent years, we thought it was time to look again at people who define themselves as Middle Class…

0%

7%

43%

21%

24%

4%

Upper

Upper middle

Middle

Lower middle

Working

Not sure

Q. If you had to say which social class you belong to, which would it be?

Overview: Why the Middle Classes matter 7-out-of-10 self identify as Middle Class

71%

*Based on ONS GB population estimates: 47.3 million adults

33.6 Million Adults

-  Account for 79% of the income earned, and 91% of all savings and assets held by GB adults

-  Are more likely to take factors beyond price (e.g. ethical behaviour) into account when buying products (54% to 45%)

-  Are more likely to say that they will spend more money in order to get the right brand (42% to 33%)

-  Are more likely to say they would definitely turn out and vote if there was an election tomorrow (69% to 55%)

Overview: Why the Middle Classes matter Because the Middle Classes…

Overview: objects that sum-up Middle Classes

Overview: objects that sum-up Middle Classes

SIX MIDDLE CLASS SEGMENTS ‘Speaking Middle English’

Overview: The Study

•  2,000 sample online poll of the GB population looking at: •  Perceptions of class

•  People’s own class & social mobility •  How class is defined •  Class of particular brands & celebrities

•  Attitudes towards… •  Modern life •  Family and parenting •  Money & spending •  Work •  The future of their family & of Britain •  Politics & civic engagement

•  Hobbies, interests and how they spend their time •  Favourability towards a wide range of brands & organisations •  Social background, resources and financial status

Overview: The Study

•  Segmentation exercise •  Using statistical analysis to identify six discreet typologies of Middle

Class self-identifiers

•  Focus groups •  Groups among each of the six segments in three different locations

(London, Birmingham & Leeds)

Overview: The Six Middle Class Segments

17.8%

17.5%

11.3% 24.3%

20.9%

8.2%

Comfortable Greens

Urban Networkers

Deserving Downtimers

Bargain Hunters

Daily Mail Disciplinarians

Squeezed Strugglers

17.8% of Middle Classes, 12.6% of General Population 6.0 Million Adults








17.8%

17.5%

11.3% 24.3%

20.9%

8.2%

Comfortable Greens

Urban Networkers


Bargain Hunters


Squeezed Strugglers

17.8% of Middle Classes 6.0 Million Adults







SEGMENT 1: Comfortable Greens 17.8% of Middle Classes; 12.6% of General Population; 6.0 Million Adults Who they are

Most likely segment to…

Have a Degree as highest educational attainment

Read a local newspaper

-  66% aged 55+ -  44% retired

29% 24%

Comfortable Greens

Middle Class

% living in rural area Objects that sum-up the ‘middle classes’:

Resources

55%

37%

Comfortable Greens

Middle Class

% who own home outright (no mortgage)

2nd most likely segment to have £20k+ in savings & investments (52%, 38% all MC)

“I worry about the future to a degree, about my granddaughter's future and

environmental issues”

LIKELY TO: read books, watch TV (esp. natural history programmes), do gardening, go walking, spend time with family

SEGMENT 1: Comfortable Greens 17.8% of Middle Classes; 12.6% of General Population; 6.0 Million Adults

Interests

LESS LIKELY TO: eat fast food, watch talent shows (e.g. X-Factor)

40% taken part in campaign (26%

all MC)

“The Independent is a campaigning newspaper, genuinely so”

Attitudes

58%

29%

Comfortable Greens

Middle Class

% do everything they can to buy from brands with strong ethical/environmental reputation

More likely than other segments to…

Worry about ‘lost generation’ of young people (61%, 50% all MC)

Least likely segment to…

Prefer taking on debt to cutting spending (87% don’t, 78% all MC)

“Supermarkets are the baddies”

SEGMENT 1: Comfortable Greens 17.8% of Middle Classes; 12.6% of General Population; 6.0 Million Adults Family Future

Politics Brands

More likely than other segments to say they’d definitely vote (80%, 69% all MC)

More likely to vote Lib-Dem (16%, 12% all MC)

Less likely to vote Conservative (30%, 36% all MC)

+ - “+” – tend to say they like “-” – tend not to say they like


17.8%

17.5%

11.3% 24.3%

20.9%

8.2%

Comfortable Greens

Urban Networkers


Bargain Hunters


Squeezed Strugglers








Most likely segment to have Pay Monthly mobile phone account

SEGMENT 2: Urban Networkers 17.5% of Middle Classes, 12.4% of General Population; 5.9 Million Adults

Who they are

Resources

Four-fifths (79%) aged under 45

Most are unattached singles, young couples or young families


Have children aged 10 or under (33%, 22% all MC)


Live in London (20%, 13% all MC)


Be married (49%, 59% all MC)

37% 41%

14% 12%

51%

25%

Own outright Own w/mortgage or

loan

Privately rent

Middle Class

Urban Networkers

TENURE

Objects that sum-up the ‘middle classes’:

2nd most well-off in terms of annual household income

“My girlfriend gave me a baby bottle warmer by Cath Kidston to bring. It's some designer label; you could have a cheap bog standard

bottle warmer but she bought one from some fancy label, which is quite pointless.”

29%

39%

Urban Networkers

Middle Class

LIKELY TO: Exercise regularly Watch US Dramas Eat take-away food Watch X-Factor

LESS LIKELY TO: Watch News at 6 Watch Strictly Come Dancing


Interests Attitudes


Read a newspaper each day (81%, 72% for all MC)

Read The Times (20%, 15% all MC)

Use Social Networking sites regularly (14%, 8% all MC)

“I've got a fulfilling and happy family life, but I am busy, tired

and rushed”

ASPIRATION & CAREER FOCUS


Say it’s important they are better off in 10 yrs (88%, 53% all MC)


Say fulfilling their career is important (76%, 43% all MC)

Less likely to… Say they have enough savings to feel secure (18%, 32% all MC)

“I am grateful for all I have but frustrated and bored in my current

job”

% who see working as a means to an end


Family Future

Politics

More likely to vote Labour (27%, 22% all MC)


Most likely segment to

associate Asda with the

working class

Most likely segment to admit to not voting in 2010

“Tuition fees will be an issue – it will be harder for people

to get on their feet”

“If you’re on Apple, you

swear by it”

Brands

+“+” – tend to say they like


17.8%

17.5%

11.3% 24.3%

20.9%

8.2%

Comfortable Greens

Urban Networkers


Bargain Hunters


Squeezed Strugglers








SEGMENT 3: Deserving Downtimers 11.3% of Middle Classes, 8.0% of General Population; 3.8 Million Adults

Who they are

Resources


Be married (78%, 59% all MC)

Be retired (57%, 27% all MC)

Have grandchildren (49%, 27% all MC)

Own their home outright (73%, 37% all MC)

Highest % of rural dwellers

74%

40%


Middle Class

% aged 55+

98%

54%


Middle Class

% with provisions in place for comfortable retirement

Most likely segment to place themselves in top two fifths of

earners

“Our generation have had it best”


79%

65%


Middle Class

% saying their children will be upper middle / middle class


Interests Attitudes

LIKELY TO: -  Read -  Do gardening -  Eat out -  Watch Natural

History TV

LESS LIKELY TO: -  Eat Fast food -  Watch US

dramas -  Watch X-Factor

“We’ve done hectic jobs in the past – it’ll be nice to work less and

travel more”

45%

38%


Middle Class

% taking 2 or more weekend breaks in UK in last 2 years

77%

56%


Middle Class

% saying I have plenty of time for myself

More likely than other segments to think…

Burden from Britain's economic troubles are being fairly shared across society (23%, 16% all MC)

Least likely segment to say…

Government doesn't do anything for people like me (19%, 40% all MC)


Family Future

Politics

More likely to vote Con. (53%, 36% all MC)

Less likely to vote Labour (16%, 22% all MC)

84%

69%


Middle Class

% saying they would definitely vote in election tomorrow

Most likely to turnout

“The National Trust stands out – the preservation of the country’s

heritage”

Brands



17.8%

17.5%

11.3% 24.3%

20.9%

8.2%

Comfortable Greens

Urban Networkers


Bargain Hunters


Squeezed Strugglers








SEGMENT 4: Bargain Hunters 24.3% of Middle Classes, 17.2% of General Population; 8.1 Million Adults

Who they are

Resources

52% 40%

Bargain Hunters

Middle Class

% aged 44 or younger


More likely than other segments …

To live in rented accommodation (18%, 14% all MC)

For secondary school education to be the highest educational achievement (41%, 37% all MC)

51%

42%

Bargain Hunters

Middle Class

% household income 30k or less

Second least well off segment in terms of annual household income (out of 6 segments) More likely

than other segments to think…

Be worried about unemployment (59%, 36% all MC)

Less likely than other segments to say…

Be confident of having enough money to make ends meet (29%, 70% all MC)

“I’ve got no money. Well, what I really mean is not enough. I’d

like to spend without watching

every penny”


Interests Attitudes

LIKELY TO: -  Watch Britain’s

Got Talent -  Eat take away

food

LESS LIKELY TO:

-  Watch documentaries

If they had more free time, they would… -  Spend more time with their kids -  Exercise more -  Socialise more

35%

25%

Bargain Hunters

Middle Class

% saying they don’t have energy to be active in leisure time

“We’ve got a house but it’s

always a struggle trying to get a new

job, new house, new car”

More likely than other segments to think…

They don’t have time / money to check whether products are ethically sourced (48%, 33% all MC)

Less likely than other segments to say…

Feeling part of my local community is important (20%, 40% all MC)

36%

24%

Bargain Hunters

Middle Class

% saying getting on in life has as much to do with luck as hard work

“We’ve all got a credit card, we’re all in the same boat, it’s

part of the fabric of life”


Family Future

Politics


“With my girls, it’s all about looks, possessions,

comparisons”

Most likely seg. to say they don’t know who they’d vote for if General Election tomorrow

“Petrol is a nightmare: it’s gone up and up”

More likely than other segments to say they are always in the hunt for a bargain

Brands

+ -

“+” – tend to say they like “-” – tend not to say they like


17.8%

17.5%

11.3% 24.3%

20.9%

8.2%

Comfortable Greens

Urban Networkers


Bargain Hunters


Squeezed Strugglers








SEGMENT 5: Daily Mail Disciplinarians 20.9% of Middle Classes, 14.9% of General Population; 7.0 Million Adults

Who they are

Resources

73% 59%

Dail Mail Disciplinarians

Middle Class

% aged 45+


Most likely segment to …

Live in the north of England (28%, 24% all MC)

More likely than other segments to …

Own their own home outright (51%, 37% all MC)

Most likely segment to read the Daily Mail (30%, 21% all MC)

52%

32%


Middle Class

% saying they have enough savings to feel secure about future

39% are retired (27% for all MC)

More likely than other segments to …

Send children to private school (2nd most likely seg.)

Less likely than other segments to …

Have been worried about unemployment (14%, 26% all MC)

“Life is tough for the

Middle Classes with

so many scroungers”


Interests Attitudes

LIKELY TO:

-  Taking foreign holidays

LESS LIKELY TO:

-  Volunteer -  Eat take away

food

“Now that I’ve got Granddad duties I don’t know where I found the

time to work”

Typical of middle classes in TV viewing… -  News at 6 -  Comedy -  Natural history -  Current affairs documentaries -  Historical documentaries

71%

59%


Middle Class

% Agreeing that ‘parents are far too liberal these days

Most likely segment to think …

Britain is a soft touch for immigrants (84%, 70% for MC)

If someone's not ill and been unemployed for more than a year they're not trying (65%, 51% for all MC)

Least likely segment to have dated someone from different ethnic background

“Young people today want instant gratification – something for nothing”

45%

29%


Middle Class

% Agreeing that ‘I find people who talk about the environment really boring


Family Future

Politics

More likely to vote Conservative (50%, 36% all MC)

Less likely to vote Labour (12%, 22% all MC)

“I am happy with myself, but cynical about politics. The country is ruined”

Less positive towards brands generally

“Betty’s Tea Rooms is the best of Middle Class, it’s not cheap, there’s piano players

and it’s reminiscent of a better age”

Brands

+ -

“+” – tend to say they like “-” – tend not to say they like


17.8%

17.5%

11.3% 24.3%

20.9%

8.2%

Comfortable Greens

Urban Networkers


Bargain Hunters


Squeezed Strugglers








SEGMENT 6: Squeezed Strugglers 8.2% of Middle Classes; 5.8% of General Population; 2.7 Million Adults Who they are

28%

41%

Squeezed Strugglers

Middle Class

% with Degree as highest educational attainment

Half live in urban areas

Most likely segment to be divorced (10%)


Resources


Have recently defaulted on loan / mortgage (15%, 6% all MC)


Send kids to private school (8%, 13% all MC) Have taken a foreign holiday in last 12 months (52%, 75% all MC)

7%

91%

Squeezed Strugglers

Middle Class

% with provisions in place for comfortable retirement

“I put buying things off – I have to think twice these

days”

SEGMENT 6: Squeezed Strugglers 8.2% of Middle Classes; 5.8% of General Population; 2.7 Million Adults

Interests

LIKELY TO: -  Watch TV (esp.

US dramas & soaps)

LESS LIKELY TO: - Do Gardening

More likely than other segments to say they don’t have enough energy to be

active in their spare time

Attitudes

70%

40%

Squeezed Strugglers

Middle Class

% saying ‘government doesn't do anything for people like me’


Say they don’t know who to trust nowadays


Think if someone's not ill and been unemployed for more than a year they are probably not trying

“Make taxes fairer – stop squeezing the middle. Make the richest pay more”

“I like a nice-ish bottle of wine. Nothing really expensive, but

something we can enjoy”

SEGMENT 6: Squeezed Strugglers 8.2% of Middle Classes; 5.8% of General Population; 2.7 Million Adults

Family Future

Politics

Least likely segment to think the burden from Britain’s economic troubles is being spread

fairly (86% disagree)

More likely to vote Labour (37%, 22% all MC)


“My kids will really struggle – I am frightened for

them”

Brands


POLITICAL ATTITUDES ‘Speaking Middle English’

61%

56%

51%

58%

57%

58%

41%

37%

53%

54%

36%

32%

29%

38%

40%

42%

25%

22%

39%

40%

It is a real struggle to make the money last to the end of the month

It would be a big financial problem for me if I had to replace a large item such as my fridge or washing machine this year.

I often have conversations with friends about shows like the X Factor or Britain's Got Talent

I am more concerned about my day-to-day finances than about providing for my later life

Over the last year or so I have been spending less on everyday things like grocery shopping

I don't know who to trust nowadays

I don't have the energy to be active in my spare time

I often feel lonely

I see work as a means to an end

Government doesn't do anything for people like me

Working Middle

Political Attitudes How the Middle Classes & Working Class differ

37

Working class participants are more likely to express concerns about their finances, feelings of loneliness and distrust and the view that Government doesn’t do anything for people like them...

Q. To what extent do you agree or disagree with each of the following statements? % AGREEING

WORKING CLASS PEOPLE ARE MORE LIKELY THAN MIDDLE CLASS PEOPLE TO SAY...

Difference

25%

14%

22%

17%

20%

16%

24%

16%

15%

14%

Political Attitudes How the Middle Classes & Working Class differ

38

Q. Which party did you vote for in the 2010 general Election?

14

25

17

33

16

23

Conservative

Labour

Lib-Dem

Working Class

Middle Class

Q. If there were a general election held tomorrow, which party would you vote for?

15

35

7

36

22

12

Conservative

Labour

Lib-Dem

Working Class

Middle Class

Political Attitudes The Six Segments

39


30 26

16

33 27

15

53 16

10

30 22

11

50 12

9

12 37

9

MARGINAL

MARGINAL

CON STRONG

MARGINAL

CON STRONG

LAB STRONG

Comfortable Greens

Urban Networkers


Bargain Hunters


Squeezed Strugglers


40


30 26

16

33 27

15

53 16

10

30 22

11

50 12

9

12 37

9

17.8% of MC

17.5% of MC

11.3% of MC

24.3% of MC

20.9% of MC

8.2% of MC

Comfortable Greens

Urban Networkers


Bargain Hunters


Squeezed Strugglers


41


30 26

16

33 27

15

53 16

10

30 22

11

50 12

9

12 37

9

22% ‘swing voters’






Comfortable Greens

Urban Networkers


Bargain Hunters


Squeezed Strugglers

BRANDS ‘Speaking Middle English’

Brands Case Studies: Tesco & Sky

43

55%

39%

28%

49%

36%

45%

34%

42%

Working Class

Middle Classes

Comfortable Greens

Urban Networkers


Bargain Hunters


Squeezed Strugglers

% saying Tesco is a brand that really understands what people like me are looking for

29%

23%

25%

21%

18%

18%

32%

20%

23%

44%

41%

46%

50%

49%

34%

43%

Working Class

Middle Classes

Comfortable Greens

Urban Networkers


Bargain Hunters


Squeezed Strugglers

Associate with Working Associate with Middle

With which class, if any, would you most strongly associate Sky with?

Brands The Middle Class Awards

MOST TRUSTED BRAND MOST MIDDLE CLASS CELEBRITY

1st

2nd

=3rd

4th

1st

2nd

3rd

4th

5th

=3rd

‘Speaking Middle English’

A study on the Middle Classes by BritainThinks

CONTACT DETAILS BritainThinks

For more information about this study, or the the work we do more generally, please do get in touch: BritainThinks Somerset House Strand London WC2R 1LA [email protected] 020 7845 5880

Education

Speaking Middle Engish Report