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Defining "Britishness" - Ben Page
The document encompasses survey results reflecting British adults' sentiments about their identity, pride, and perception of the UK's socio-economic landscape from 2011 to 2012. Key findings indicate mixed feelings about national pride, with notable admiration for historical elements, the NHS, and British culture, alongside concerns over economic prospects and sociocultural changes since 1948. Additionally, it highlights a preference for British products driven by quality and economic support, while acknowledging challenges in the manufacturing sector and competition with countries like China and the USA.
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Defining "Britishness" - Ben Page
- 3. British…but also English,Sc ottish, Welsh How strongly do you feel you belong to... ...your neighbourhood 57 ...your home town 61 ...Britain 66 ...England 72 ...Scotland 82 ...Wales 83 2,320 British a dults, 30 Nov – 6 De c 2011 Sourc e : Ipsos MO RI/British Future
- 4. What we reallyvalue about Britain... Overall, whic h two or three of the following, would you say makes you most proud to 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 4 Base: 998 British adults, interviewed fac e to fac e 27 Jan - 5 Feb 2012 Sourc e: Ipsos MORI / Channel 4
- 5. How do we feel? ...aboutour direction of travel?
- 6. T Olympic Years: wo 1948…and 2012
- 7. T Ownership V From46,000 to 26,000,000
- 8. Life Expec tancy From 68 to 80 years
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- 10. Better for women,more tolerant, diverse... T what extent do you agree or disagree with the following statements about how o Britain has c hanged sinc e 1948? Agree Disagree Women have more c hoic es now than 4 88 they did People are less disc riminating of people 11 72 who are gay Relations between different ethnic 29 44 groups are better now Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Sourc e: Ipsos MORI / British Future
- 11. Less religious... Andgetting ruder... T what extent do you agree or disagree with the following statements about how o Britain has c hanged sinc e 1948? Agree Disagree Britain is a less religious plac e now 13 72 British people are better at parenting 56 12 now Britain is now a more polite plac e 74 7 Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Sourc e: Ipsos MORI / British Future
- 12. On balanc ewe’ve lost something... T what extent do you agree or disagree with the following statements about how o Britain 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
- 14. Away from myfront door, gloom reigns Looking 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 Britain's economic prospects 73 10 Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Sourc e: Ipsos MORI / British Future
- 15. Mustn’t grumble, there’s lotsabout Britain that’s good....
- 16. The Great BritishCharac ter... From this list, please tell me whic h two or three, if any, you think are the best c 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 14 Base: 998 British adults, interviewed fac e to fac e 27 Jan- 5 Feb 2012 Sourc e: Ipsos MORI / Channel 4
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- 18. The British charac ter - bad From this list, please tell me whic h two or three, if any, you think are the worst c 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 4 Base: 998 British adults, 27 Jan- 5 Feb 2012 Sourc e: Ipsos MORI / Channel 4
- 19. An assessment supported bythe evidenc e...
- 20. Maybe they’re right.... Alcohol Consumption in the UK 1947-2009 Sourc e: British Beer and Pub Assoc iation Statistic al Handbook 2010
- 22. Our self assessment:The “ inputs” Whic h 2 or 3 would you pic k out as areas where Britain is strongest/ weakest c ompared with other c ountries? 35 22 7 6 5 11 11 3 0 -19 -19 -45 Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il
- 23. Our self assessment:The “ outputs” Whic h 2 or 3 would you pic k out as areas where Britain is strongest/ weakest c ompared with other c ountries? 25 23 12 9 8 8 7 3 -4 -8 -22 -5 Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il
- 24. Are we reallynot very good at manufac turing...?
- 25. British Captains ofindustry would tend to agree In whic h of the 1 or 2 following sec tors do you see the greatest and least potential for growth in the UK over the next 12 months and whic h do you c onsider the 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
- 26. Are we reallynot very good at manufac turing...? An “offic ial view”
- 27. “ The UKis 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
- 28. “ ... resurgentUK-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
- 29. Do we see“Britishness” in what we buy these days? Not really! 28% rec all buying something British rec ently
- 30. Why we “Buy British” For whic h, if any, of the following reasons, was buying British important, when buying 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 these Base: 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)
- 31. The most famousBritish 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 3 Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il
- 32. What we’re proudestof... Here is the list of produc ts that were made or designed in Britain. Whic h one or two 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 3 Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il
- 34. 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
- 35. Not quite soattrac tive when c ompared with elsewhere… In the c urrent c limate, whic h of the following c ountries do you believe offers the best 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
- 36. The US andChina are where it’s at Whic h of the following c ountries do you believe is the most attrac tive for investment? 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
- 38. Ac tually quitea positive pic ture...
- 39. Typic ally self-deprecating Brits…! Taking into ac c ount all the things whic h you think are important, how favourable or 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
- 41. Resonanc e -strengthening emotional assoc iations with brands Purc hase Intent Strength of Emotional Assoc iations with brand
- 42. “ Britishness” could support brand resonanc e in various ways…
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- 46. Reinventing Heritage Sourc e: YouTube Sourc e: YouTube 1974 Now Old Trusted Baking Fashioned Credentials
- 47. In c onclusion... We under-estimate ourselves – and our ec onomy ...we are muc h more interesting than we imagine...
- 48. © 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