Britain in 2012

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Reflections on a nation from a number of Saatchi & Saatchi studies

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Britain in 2012

  1. 1. Britain in 2012Reflections on a nation from Saatchi & Saatchi
  2. 2. Me My family and I Us My community and localityAll of us My country and the wider world
  3. 3. Me The secret life of the British family Us The future of the high streetAll of us Our greatest summer
  4. 4. Our greatest The future of the The secret life of the summer high street British family
  5. 5. 1. My country and the worldOur greatest summer
  6. 6. A conversation with ourselves
  7. 7. A new nationalnarrative of success
  8. 8. A full flowering ofbenign nationalism
  9. 9. 2000 years of bonkers
  10. 10. Our greatest The future of the The secret life of the summer high street British family A conversation with ourselves The flowering of benign nationalismA new national narrative of success 2000 year of being bonkers
  11. 11. 2. My community and localityThe future of the high street
  12. 12. People didn’t leave the highstreet, the high street failed them
  13. 13. The real revolution insocial won’t be online
  14. 14. People yearn for localities they can be proud of
  15. 15. A nation ofyoung shopkeepers
  16. 16. Our greatest The future of the The secret life of the summer high street British family People A conversation with didn’t walk away the ourselves high street failed The flowering of benign The real revolution in social nationalism won’t be onlineA new national narrative of Locality matters to people’s success sense of identity 2000 year of being A nation of young bonkers shopkeepers
  17. 17. 3. My family and IThe secret life of theBritish family
  18. 18. The British family is alive and kicking
  19. 19. “It’s the beginning ofyou, the end of you andeverything in between”
  20. 20. “We know there won’t beanything much to unwrap atChristmas, but we really wantedto renew the Merlin pass.”Rebecca 12, Derby
  21. 21. We worry that our kids won’t have what we had
  22. 22. “You want them to keep up with their friends and all. But you want them to work hard, be good,be brave honest kids, to know that they will have to make sacrifices in life” Martin, Leeds
  23. 23. Kids quietly despair of parental distractions
  24. 24. “My favourite day was whenwe went out for a walk as afamily. We walked foreverand I kind of hated it but wewere all together ”Paul 10, Leeds
  25. 25. Mum is her own worst enemy
  26. 26. “My role is to be behindthem. To be a moving wall to give them support and keep pushing them forward” Gabby, mum, Leeds
  27. 27. “My son doesn’t live here anymore but he always pops intosee me on his way to work toget his packed lunch ”Katie, Derby
  28. 28. “The kids might do theirrooms, Eddie dusts the TVif he wants to watch it but I do all the rest” Tracy, working mum, Ipswich
  29. 29. Men are in crisis
  30. 30. “I am the spare part in thefamily, I push the trolley and keep my mouth shut” Steven, Bucks
  31. 31. “I’ve spent 25 years in the Fish & Chipbusiness - I don’t know anything else.Even a job at Asda wouldn’t work ”Laurence, Birmingham
  32. 32. “We are a close family. We look after eachother. My family and the love we have for each other is what I am most proud of” Karen, Boston Spa
  33. 33. Our greatest The future of the The secret life of the summer high street British family People The family A conversation with didn’t walk away the is alive and kicking ourselves high street failed Kids quietly The flowering of benign The real revolution in social despair of parental distraction nationalism won’t be online We worry they won’t hadA new national narrative of Locality matters to people’s what we did success sense of identity Mum is her own worst 2000 year of being A nation of young enemy bonkers shopkeepers Men are in crisis
  34. 34. Identity Bonkers Patriotism Family Success Community Pride DutyIdiosyncrasy Decency
  35. 35. Made in Britain

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