time capsule research - britainthinks · time capsule brands: sector focus imagine you were leaving...

Time Capsule Research

August 2011

Britain’s “time capsule” brands •  We decided to see what would happen if we gave people free reign to

tell us which brands they identify with. •  Lots of brand surveys (including many of our own) tend to provide a list of brands and ask

questions such as “which would you be proud to be a customer of”, “which understand what you really want”, etc.

•  The problem here is that it may not be the case that the biggest brands, or the most popular (the brands we tend to put in the list), are also the ones that people would identify themselves with.

•  We asked 2000 people which three brands they’d put in a time capsule to tell future generations about their lives today.

•  We also asked people to share the people, historical events, objects and words that they would choose to represent themselves to future generations

•  The results reveal a much longer tail of “identity brands” than is usually captured:

•  1200 different brands were mentioned in the 6000 responses to the question •  Only 95 brands received more than 10 mentions •  Only 5 brands received more than 1% of mentions (Apple, Sony, M&S, Tesco and Cadbury) •  The key categories are technology; retail; food; clothing; and cosmetics

The question we asked…

•  Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as…

•  The three brands you use that say most about who you are? •  The national or international event that has had the greatest

influence on who you are? •  The person who has been the greatest inspiration to you? •  The object that best defines who you are? •  The word that best describes your outlook on life?

BRANDS Time Capsule Research

Time Capsule Brands: Topline

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

Time Capsule Brands: Topline

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19% 2 Retailers 14% 3 Food 13% 4 Clothes 10% 5 Cosmetics 8% 6 Automobile 6% 7 Alcoholic Drinks 3% 8 Media 3% 9 Websites 3% 10 Designer brands 3%

TOP 10 BRANDS %

1 Apple 4% 2 Sony 3% 3 M&S 3% 4 Tesco 2% 5 Cadbury 2% 6 Microsoft 1% 7 Heinz 1% 8 Sainsbury's 1% 9 Nike 1% 10 Samsung 1%

Time Capsule Brands: The Gender Story Women

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG WOMEN %

1 Technology 16% 2 Food 16% 3 Retailers 15% 4 Cosmetics 12% 5 Clothes 10%

TOP 5 BRANDS AMONG WOMEN %

1 Apple 3% 2 M&S 3% 3 Tesco 2% 4 Cadbury 2% 5 Sony 2%

Time Capsule Brands: The Gender Story Men

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG MEN %

1 Technology 22% 2 Retailers 12% 3 Food 10% 4 Automobile 9% 5 Clothes 9%

TOP 5 BRANDS AMONG MEN %

1 Apple 5% 2 Sony 4% 3 Tesco 3% 4 M&S 2% 5 Microsoft 2%

Time Capsule Brands: The Age Story Under 35s

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG UNDER 35s %

1 Technology 23% 2 Clothes 17% 3 Cosmetics 10% 4 Food 9% 5 Retailers 7%

TOP 5 BRANDS AMONG UNDER 35s %

1 Apple 7% 2 Sony 4% 3 Nike 3% 4 Tesco 2% 5 Microsoft 2%

Time Capsule Brands: The Age Story Over 55s

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG OVER 55s %

1 Retailers 20% 2 Technology 15% 3 Food 14% 4 Automobile 9% 5 Cosmetics 6%

TOP 5 BRANDS AMONG OVER 55s %

1 M&S 6% 2 Tesco 3% 3 Sainsbury's 2% 4 Apple 2% 5 Sony 2%

Time Capsule Brands: The Class Story Working Class Identifiers

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG WC %

1 Technology 20% 2 Food 13% 3 Retailers 12% 4 Clothes 10% 5 Cosmetics 9%

TOP 5 BRANDS AMONG WC %

1 Sony 4% 2 Apple 3% 3 Tesco 3% 4 Microsoft 2% 5 Heinz 2%

Time Capsule Brands: The Class Story Middle Class Identifies

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 5 SECTORS AMONG MC %

1 Technology 18% 2 Retailers 15% 3 Food 13% 4 Clothes 10% 5 Automobile 7%

TOP 5 BRANDS AMONG MC %

1 Apple 5% 2 M&S 4% 3 Sony 3% 4 Tesco 3% 5 Sainsbury's 2%

SECTOR FOCUS Time Capsule Brands

Time Capsule Brands: Sector Focus

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19% 2 Retailers 14% 3 Food 13% 4 Clothes 10% 5 Cosmetics 8% 6 Automobile 6% 7 Alcoholic Drinks 3% 8 Media 3% 9 Websites 3% 10 Designer brands 3%

Time Capsule Brands: Technology Sector

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 %

1 Apple 21% 2 Sony 16% 3 Microsoft 9% 4 Samsung 7% 5 Dell 5% 6 Nokia 4% 7 Panasonic 4% 8 BlackBerry 3% 9 Acer 2% 10 Canon 2%

Time Capsule Brands: Sector Focus

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19% 2 Retailers 14% 3 Food 13% 4 Clothes 10% 5 Cosmetics 8% 6 Automobile 6% 7 Alcoholic Drinks 3% 8 Media 3% 9 Websites 3% 10 Designer brands 3%

Time Capsule Brands: Retail Sector

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 %

1 M&S 22% 2 Tesco 19% 3 Sainsbury's 11% 4 ASDA 9% 5 Waitrose 5% 6 John Lewis 4% 7 Morrisons 4% 8 Boots 4% 9 Co-operative 2% 10 Aldi 2%

Time Capsule Brands: Sector Focus

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19% 2 Retailers 14% 3 Food 13% 4 Clothes 10% 5 Cosmetics 8% 6 Automobile 6% 7 Alcoholic Drinks 3% 8 Media 3% 9 Websites 3% 10 Designer brands 3%

Time Capsule Brands: Food Sector

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 %

1 Cadbury 14% 2 Heinz 13% 3 Kellogg's 7% 4 Nescafe 5% 5 Marmite 3% 6 PG Tips 3% 7 HP 2% 8 Quorn 2% 9 Tetley 2% 10 Kenco 2%

Time Capsule Brands: Sector Focus

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19% 2 Retailers 14% 3 Food 13% 4 Clothes 10% 5 Cosmetics 8% 6 Automobile 6% 7 Alcoholic Drinks 3% 8 Media 3% 9 Websites 3% 10 Designer brands 3%

Time Capsule Brands: Clothing, Shoes and Accessories Sector Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 %

1 Nike 13% 2 Next 10% 3 Adidas 9% 4 Primark 8% 5 New Look 4% 6 Levi's 3% 7 Monsoon 2% 8 Clarks 2% 9 Reebok 2% 10 Superdry 2%

Time Capsule Brands: Sector Focus

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19% 2 Retailers 14% 3 Food 13% 4 Clothes 10% 5 Cosmetics 8% 6 Automobile 6% 7 Alcoholic Drinks 3% 8 Media 3% 9 Websites 3% 10 Designer brands 3%

Time Capsule Brands: Cosmetics Sector

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 %

1 Dove 12% 2 Avon 4% 3 L'Oréal 4% 4 Nivea 4% 5 Olay 4% 6 Simple 4% 7 Lynx 3% 8 Max Factor 3% 9 Estee Lauder 3% 10 Gillette 3%

Time Capsule Brands: Sector Focus

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19% 2 Retailers 14% 3 Food 13% 4 Clothes 10% 5 Cosmetics 8% 6 Automobile 6% 7 Alcoholic Drinks 3% 8 Media 3% 9 Websites 3% 10 Designer brands 3%

Time Capsule Brands: Automobile Sector

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 %

1 Ford 14% 2 Volkswagen 8% 3 BMW 8% 4 Honda 7% 5 Vauxhall 5% 6 Mercedes 5% 7 Audi 5% 8 Peugeot 4% 9 Nissan 4% 10 Citroën 3%

Time Capsule Brands: Sector Focus

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19% 2 Retailers 14% 3 Food 13% 4 Clothes 10% 5 Cosmetics 8% 6 Automobile 6% 7 Alcoholic Drinks 3% 8 Media 3% 9 Websites 3% 10 Designer brands 3%

Time Capsule Brands: Alcoholic Drinks Sector

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 %

1 Stella Artois 6% 2 Smirnoff 6% 3 Gordon's 5% 4 Fosters 5% 5 Carling 4% 6 Jack Daniels 3% 7 John Smiths 3% 8 Budweiser 3% 9 Guinness 3% 10 Carlsberg 2%

Time Capsule Brands: Sector Focus

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19% 2 Retailers 14% 3 Food 13% 4 Clothes 10% 5 Cosmetics 8% 6 Automobile 6% 7 Alcoholic Drinks 3% 8 Media 3% 9 Websites 3% 10 Designer brands 3%

Time Capsule Brands: Media Sector

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 %

1 BBC 24% 2 Sky 24% 3 Guardian / Observer 9% 4 The Daily Telegraph 7% 5 The Times 7% 6 Virgin Media 7% 7 BBC Radio 4 3% 8 The Daily Mail 2% 9 Country Life 1% 10 Good Food Magazine 1%

Time Capsule Brands: Sector Focus

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19% 2 Retailers 14% 3 Food 13% 4 Clothes 10% 5 Cosmetics 8% 6 Automobile 6% 7 Alcoholic Drinks 3% 8 Media 3% 9 Websites 3% 10 Designer brands 3%

Time Capsule Brands: Websites

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 %

1 Amazon 34% 2 Google 28% 3 eBay 20% 4 Facebook 7% 5 Yahoo 2% 6 AOL 1% 7 Hotmail 1% 8 ASOS 1% 9 Gaydar 1% 10 Twitter 1%

Time Capsule Brands: Sector Focus

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 SECTORS %

1 Technology 19% 2 Retailers 14% 3 Food 13% 4 Clothes 10% 5 Cosmetics 8% 6 Automobile 6% 7 Alcoholic Drinks 3% 8 Media 3% 9 Websites 3% 10 Designer brands 3%

Time Capsule Brands: Designer Brands

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the three brands you use that say most about who you are?

TOP 10 %

1 Chanel 13% 2 Gucci 11% 3 Hugo Boss 6% 4 Ralph Lauren 6% 5 Dior 6% 6 Armani 6% 7 Calvin Klein 6% 8 FCUK 4% 9 Radley 4% 10 Farah 3%

LIFE DEFINING EVENTS Time Capsule Research

Time Capsule: Life Defining Events

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the national or international event that has had the greatest influence on who you are?

TOP 10 %

1 WW2 12% 2 9/11 10% 3 Olympic Games 4% 4 Moon Landing 4% 5 World Cup 3% 6 Will and Kate’s Marriage 2% 7 Death of Princess Diana 2% 8 Live Aid 2% 9 1966 World Cup 2% 10 Berlin Wall 2%

Life Defining Events: The Gender Story Women

TOP 10 %

1 9/11 12% 2 WW2 11% 3 Olympic Games 5% 4 Will and Kate’s Marriage 4% 5 Moon Landing 3% 6 Death of Princess Diana 3% 7 Live Aid 3% 8 World Cup 1% 9 Release of Nelson Mandela 1% 10 Women’s Suffrage 1%

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the national or international event that has had the greatest influence on who you are?

Life Defining Events: The Gender Story Men

TOP 10 %

1 WW2 13% 2 9/11 9% 3 World Cup 5% 4 Moon Landing 5% 5 Olympic Games 3% 6 Berlin Wall 2% 7 1966 World Cup 2% 8 Live Aid 2% 9 Death of Princess Diana 2% 10 2012 Olympics 2%

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the national or international event that has had the greatest influence on who you are?

Life Defining Events: The Age Story Under 35s

TOP 10 %

1 9/11 15% 2 WW2 8% 3 Olympic Games 7% 4 World Cup 6% 5 Will and Kate’s Marriage 4% 6 7/7 2% 7 Moon Landing 2% 8 2012 Olympics 2% 9 Death of Princess Diana 2% 10 Berlin Wall 1%

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the national or international event that has had the greatest influence on who you are?

Life Defining Events: The Age Story Over 55s

TOP 10 %

1 WW2 18% 2 9/11 6% 3 Moon Landing 5% 4 Death of Princess Diana 3% 5 Berlin Wall 3% 6 1966 World Cup 3% 7 Olympic Games 2% 8 Assassination of JFK 2% 9 Band Aid 2% 10 Coronation of Queen

Elizabeth II 2%

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the national or international event that has had the greatest influence on who you are?

PERSON WHO HAS BEEN THE GREATEST INSPIRATION

Time Capsule Research

Time Capsule: Greatest Inspiration

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the person who has been the greatest inspiration to you?

TOP 10 %

1 Parent 34% 2 Partner 7% 3 Grandparent 4% 4 Nelson Mandela 4% 5 Winston Churchill 3% 6 Son / Daughter / Children 2% 7 Margaret Thatcher 2% 8 Teacher 2% 9 Jesus Christ 2% 10 Diana, Princess of Wales 1%

OBJECT THAT BEST DEFINES YOU

Time Capsule Research

Time Capsule: Object that best defines you

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the object that best defines who you are?

TOP 10 %

1 PC/Computer/Laptop 10% 2 House 5% 3 Car 4% 4 Mobile phone 4% 5 Books 3% 6 Family 2% 7 The Bible 2% 8 Wedding ring 2% 9 TV 1% 10 iPod/MP3 player 1%

WORD THAT BEST DESCRIBES YOUR OUTLOOK ON LIFE

Time Capsule Research

Time Capsule: Word that describes your outlook

Imagine you were leaving a time capsule for future generations to learn about you and your life, what would you list as the word that best describes your outlook on life?

TOP 10 %

1 Optimistic 22% 2 Positive 9% 3 Hopeful 6% 4 Happy 4% 5 Pessimistic 3% 6 Realistic 2% 7 Relaxed 2% 8 Easy-going 1% 9 Laid-back 1% 10 Cautious 1%

Time Capsule Research BritainThinks conducted an online survey of 2047 UK adults between 29th – 31st July 2011. The survey was carried out using the Populus Data Solutions online panel. Data reflect the profile of UK adults in terms of age, gender, social economic group and region. The questions asked for 'open responses' whereby respondents typed their answers into text boxes. These responses were coded to correct spelling, etc. where this was applicable. Brands were then categorised by BritainThinks researchers according to a simple coding scheme.