Defining "Britishness" - Ben Page

British…but also English, Sc ottish, WelshHow strongly do you feel you belong to... ...your neighbourhood 57 ...your home town 61 ...Britain 66 ...England 72 ...Scotland 82 ...Wales 832,320 British a dults, 30 Nov – 6 De c 2011 Sourc e : Ipsos MO RI/British Future

What we really value about Britain...Overall, whic h two or three of the following, would you say makes you most proudto be British? Our History 45 The NHS 37 British Army/armed forces 36 The Royal Family 28 Our culture and arts 24 Our system of democracy 22 Having a free press/media 15 British sports teams 10 Our position in the world 5 British business 4Base: 998 British adults, interviewed fac e to fac e 27 Jan - 5 Feb 2012 Sourc e: Ipsos MORI / Channel 4

How dowe feel?...about our direction of travel?

T Olympic Years: wo1948…and 2012

T Ownership VFrom 46,000 to 26,000,000

Life Expec tanc yFrom 68 to 80 years

PopulationFrom 49.8m to 63.0m

Better for women, more tolerant, diverse...T what extent do you agree or disagree with the following statements about how oBritain has c hanged sinc e 1948? Agree Disagree Women have more c hoic es now than 4 88 they didPeople are less disc riminating of people 11 72 who are gay Relations between different ethnic 29 44 groups are better nowBase: 2,320 British adults, 30 Nov – 6 Dec 2011 Sourc e: Ipsos MORI / British Future

Less religious... And getting ruder...T what extent do you agree or disagree with the following statements about how oBritain has c hanged sinc e 1948? Agree Disagree Britain is a less religious plac e now 13 72British people are better at parenting 56 12 now Britain is now a more polite plac e 74 7Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Sourc e: Ipsos MORI / British Future

On balanc e we’ve lost something...T what extent do you agree or disagree with the following statements about how oBritain has c hanged sinc e 1948? People are just as proud to be British now as they were then Agree 24% 24% Disagree Neither / no opinion 52%Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Sourc e: Ipsos MORI / British Future

Away from my front door, gloom reignsLooking ahead to 2012, how optimistic or pessimistic are you feeling about... Pessimistic Optimistic You and your family 26 52 The city town village where you live 31 33 Britain 65 15 Europe 74 7 Britains economic prospects 73 10Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Sourc e: Ipsos MORI / British Future

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

The Great British Charac ter...From this list, please tell me whic h two or three, if any, you think are the bestc harac teristic s of British people as a whole? Good sense of humour 45 Friendly 34 Tolerant to all sections of society 30 Hard working 28 Polite / good manners 26 Patriotism 19 Law abiding 18 Keep themselves to themselves 14Base: 998 British adults, interviewed fac e to fac e 27 Jan- 5 Feb 2012 Sourc e: Ipsos MORI / Channel 4

On the otherhand...

The British c harac ter - badFrom this list, please tell me whic h two or three, if any, you think are the worstc harac teristic s of British people as a whole? Drink too much 50 Ignorant of other cultures 33 Complain too much 23 Lazy 20 Intolerant to different sections of society 19 Bad eating habits 18 Too pessimistic 16 Rude 15 Too nationalistic 6 Unfriendly 6 Bad teeth 4Base: 998 British adults, 27 Jan- 5 Feb 2012 Sourc e: Ipsos MORI / Channel 4

An assessmentsupported by theevidenc e...

Maybe they’re right....Alc ohol Consumption in the UK 1947-2009 Sourc e: British Beer and Pub Assoc iation Statistic al Handbook 2010

Our self assessment: The “ inputs”Whic h 2 or 3 would you pic k out as areas where Britain is strongest/ weakestc ompared with other c ountries? 35 22 7 6 5 11 11 3 0 -19 -19 -45Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il

Our self assessment: The “ outputs”Whic h 2 or 3 would you pic k out as areas where Britain is strongest/ weakestc ompared with other c ountries? 25 23 12 9 8 8 7 3 -4 -8 -22 -5Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il

Are we really not verygood at manufac turing...?

British Captains of industry would tend to agreeIn whic h of the 1 or 2 following sec tors do you see the greatest and leastpotential for growth in the UK over the next 12 months and whic h do you c onsiderthe UK to have a c ompetitive advantage? 52% Greatest Potential Technology/media/telecoms 3% 43% Least Potential 24% Manufacturing 22% Competitive advantage 3% 20% Financial/banking/insurance 33% 78% 19% Construction 16% 2% 19% Services/retailing 33% 21% 12% Utilities 11% 2% 11% Mining/minerals/natural resources 29% 4% 6% Transport/distribution 13% 1% 2% None of the above 1% 6% 0% Other 6% 1%Base: British Captains of Industry (100), interviewed Sep-Dec 2011

Are we really not verygood at manufac turing...?An “offic ial view”

“ The UK is in the world’s Top 10.... direc tly employs 2.5 million people, generates half of UK exports...2nd only to the US in aerospac e industry...2 of top 6 pharmac eutic al c ompanies in the world have their HQs in UK… ” Sourc e: T hnology Strategy Board ec

“ ... resurgent UK-based auto industry exported a rec ord-breaking 84% of produc tion in 2011.....average annual produc tivity inc rease of 3.6%, two and a half times greater than the UK ec onomy as a whole. ” Sourc e: T hnology Strategy Board ec

Do we see “Britishness” inwhat we buy these days?Not really!28% rec all buying something British rec ently

Why we “ Buy British”For whic h, if any, of the following reasons, was buying British important, whenbuying this produc t or servic e? Whic h others? Quality 40% Wanting to support a British company 38% Wanting to support the British economy 36% Its reputation 26% Price 17% Design 14% Its popularity 5% Only a British product was available 5% Don’t know 1% None of theseBase: All adults 15+ who, to their knowledge, have bought British rec ently and believe this to be very/fairly important in Sourc e: Ipsos MORI / Design Counc il their dec ision to purc hase (133)

The most famous British produc ts?Looking at this list, whic h, if any, would you desc ribe as “British”?By British, I mean they were made or designed in Britain The Mini 59 Cat’s Eyes (on the road) 52 Dyson vacuum cleaner 48 The Hoover vacuum cleaner 20 Lastminute.com 14 World Wide Web (www) 13 Teflon 9 Grand Theft Auto video game 6 The BlackBerry phone 5 Facebook 4 The VW Beetle 2 The “Angry Birds” App 2 Don’t know 7 None of these 3Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il

What we’re proudest of...Here is the list of produc ts that were made or designed in Britain. Whic h one ortwo of them, if any, would you say you are most proud of? Cat’s Eyes (on the road) 40 The Mini 39 World Wide Web (www) 34 Dyson vacuum cleaner 17 Grand Theft Auto video game 3 Lastminute.com 3Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il

UK plc : Attrac tive (in princ iple)“”T UK is c urrently an attrac tive plac e to invest” he Strongly agree Tend to agree Neither Tend to disagree Strongly disagree 6% 45% 17% 28% 4%Ba se: British Captains of Industry (100), interviewed Sep-Dec 2011

Not quite so attrac tive when c ompared withelsewhere…In the c urrent c limate, whic h of the following c ountries do you believe offers thebest environment for business? Brazil 25% China 21% USA 14% UK 10% India 10% Australia 8% Germany 4% Russia 2% Canada 2% France 0% Japan 0% Mexico 0% Italy 0% Spain 0% Other 3%Base: British Captains of Industry (100), interviewed Sep-Dec 2011

The US and China are where it’s atWhic h of the following c ountries do you believe is the most attrac tive forinvestment? USA 28% China 16% UK 15% Australia 14% Brazil 9% Germany 6% Canada 5% India 3% France 0% Italy 0% Japan 0% Mexico 0% Russia 0% Spain 0% Other 4%Base: British Captains of Industry (100), interviewed Sep-Dec 2011

Ac tually quite apositive pic ture...

Typic ally self-deprec ating Brits…!Taking into ac c ount all the things whic h you think are important, how favourableor unfavourable is your overall opinion/impression of the UK…? % Favourable - Britain % Favourable - Global Respects human rights 53% 55% Has a strong commitment to culture and the arts 50% 54% Respects its neighbours and other countries 49% 45% Has strong democratic values and institutions 48% 56% Contributes to peace and co-operation 46% 45% Contributes to global economy 45% 51% Respects contracts and the rule of law 45% 53% Respects the rights of its citizens 43% 56% Contributes to international socio-economic 41% development 47% Its people enjoy a good standard of living 37% 59% Makes a positive difference in the world 36% 43% Is a good country in which to invest 24% 42% Has a strong economy 13% 48%Base: c .500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in eac h c ountry; July 2010

Resonanc e - strengtheningemotional assoc iations with brands Purc hase Intent Strength of Emotional Assoc iations with brand

“ Britishness” c ouldsupport brandresonanc ein variousways…

ThroughProvenance…

ThroughTone…

ThroughHeritage…

Reinventing Heritage Sourc e: YouTube Sourc e: YouTube 1974 Now Old Trusted Baking Fashioned Credentials

In c onc lusion...We under-estimate ourselves– and our ec onomy...we are muc h more interestingthan 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

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Defining "Britishness" - Ben Page

by Ipsos MORI on Jun 26, 2012

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