defining "britishness" - ben page
DESCRIPTION
Ben Page, CEO of Ipsos MORI, presented the results of our Britishness Survey for the Design Council at the Design Summit 2012.TRANSCRIPT
British…but also English, Scottish, Welsh
How strongly do you feel you belong to...
57
61
66
72
82
83
...your neighbourhood
...your home town
...Britain
...England
...Scotland
...Wales
2,320 British a dults, 30 Nov – 6 De c 2011 Sourc e : Ipsos MORI/British Future
45
37
36
28
24
22
15
10
5
4
Our History
The NHS
British Army/armed forces
The Royal Family
Our culture and arts
Our system of democracy
Having a free press/media
British sports teams
Our position in the world
British business
What we really value about Britain... Overall, which two or three of the following, would you say makes you most proud to be British?
Base: 998 British adults, interviewed face to face 27 Jan - 5 Feb 2012 Source: Ipsos MORI / Channel 4
How do we feel? ...about our direction of travel?
Two Olympic Years: 1948…and 2012
TV Ownership From 46,000 to 26,000,000
Life Expectancy From 68 to 80 years
Population From 49.8m to 63.0m
Better for women, more tolerant, diverse...
To what extent do you agree or disagree with the following statements about how Britain has changed since 1948?
Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Source: Ipsos MORI / British Future
88
72
44
4
11
29
Women have more choices now than they did
People are less discriminating of people who are gay
Relations between different ethnic groups are better now
Agree Disagree
Less religious... And getting ruder...
To what extent do you agree or disagree with the following statements about how Britain has changed since 1948?
Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Source: Ipsos MORI / British Future
72
12
7
13
56
74
Britain is a less religious place now
British people are better at parenting now
Britain is now a more polite place
Agree Disagree
On balance we’ve lost something...
To what extent do you agree or disagree with the following statements about how Britain has changed since 1948?
Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Source: Ipsos MORI / British Future
24%
52%
24%
People are just as proud to be British now as they were then
Agree
Disagree
Neither / no opinion
Away from my front door, gloom reigns
Looking ahead to 2012, how optimistic or pessimistic are you feeling about...
Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Source: Ipsos MORI / British Future
26
31
65
74
73
52
33
15
7
10
You and your family
The city town village where you live
Britain
Europe
Britain's economic prospects
Pessimistic Optimistic
Mustn’t grumble, there’s lots about Britain that’s good....
The Great British Character...
From this list, please tell me which two or three, if any, you think are the best characteristics of British people as a whole?
Base: 998 British adults, interviewed face to face 27 Jan- 5 Feb 2012 Source: Ipsos MORI / Channel 4
45
34
30
28
26
19
18
14
Good sense of humour
Friendly
Tolerant to all sections of society
Hard working
Polite / good manners
Patriotism
Law abiding
Keep themselves to themselves
On the other hand...
The British character - bad
From this list, please tell me which two or three, if any, you think are the worst characteristics of British people as a whole?
Base: 998 British adults, 27 Jan- 5 Feb 2012 Source: Ipsos MORI / Channel 4
50
33
23
20
19
18
16
15
6
6
4
Drink too much
Ignorant of other cultures
Complain too much
Lazy
Intolerant to different sections of society
Bad eating habits
Too pessimistic
Rude
Too nationalistic
Unfriendly
Bad teeth
An assessment supported by the evidence...
Maybe they’re right....
Alcohol Consumption in the UK 1947-2009
Source: British Beer and Pub Assoc iation Statistical Handbook 2010
Our self assessment: The “ inputs”
Which 2 or 3 would you pick out as areas where Britain is strongest/ weakest compared with other countries?
Base: 1,003 British adults, 25-31 May 2012 Source: Ipsos MORI / Design Council
35
22 11 11
7 6 5 3
-19 -19
-45
0
Our self assessment: The “ outputs”
Which 2 or 3 would you pick out as areas where Britain is strongest/ weakest compared with other countries?
Base: 1,003 British adults, 25-31 May 2012 Source: Ipsos MORI / Design Council
25 23 12 9 8 8 7 3
-4 -5 -8 -22
Are we really not very good at manufacturing...?
British Captains of industry would tend to agree
In which of the 1 or 2 following sectors do you see the greatest and least potential for growth in the UK over the next 12 months and which do you consider the UK to have a competitive advantage?
Base: British Captains of Industry (100), interviewed Sep-Dec 2011
52%
24%
20%
19%
19%
12%
11%
6%
2%
0%
3%
22%
33%
16%
33%
11%
29%
13%
1%
6%
43%
3%
78%
2%
21%
2%
4%
1%
6%
1%
Technology/media/telecoms
Manufacturing
Financial/banking/insurance
Construction
Services/retailing
Utilities
Mining/minerals/natural resources
Transport/distribution
None of the above
Other
Greatest Potential Least Potential Competitive advantage
Are we really not very good at manufacturing...? An “offic ial view”
The UK is in the world’s Top 10.... directly employs 2.5 million people, generates half of UK exports...2nd only to the US in aerospace industry...2 of top 6 pharmaceutical companies in the world have their HQs in UK… Source: Technology Strategy Board
“
”
... resurgent UK-based auto industry exported a record-breaking 84% of production in 2011.....average annual productivity increase of 3.6%, two and a half times greater than the UK economy as a whole. Source: Technology Strategy Board
“
”
Do we see “Britishness” in what we buy these days?
Not really! 28% recall buying something British recently
Why we “ Buy British”
For which, if any, of the following reasons, was buying British important, when buying this product or service? Which others?
Base: All adults 15+ who, to their knowledge, have bought British recently and believe this to be very/fairly important in their dec ision to purchase (133) Source: Ipsos MORI / Design Council
40%
38%
36%
26%
17%
14%
5%
5%
1%
Quality
Wanting to support a British company
Wanting to support the British economy
Its reputation
Price
Design
Its popularity
Only a British product was available
Don’t know
None of these
59
52
48
20
14
13
9
6
5
4
2
2
7
3
The Mini
Cat’s Eyes (on the road)
Dyson vacuum cleaner
The Hoover vacuum cleaner
Lastminute.com
World Wide Web (www)
Teflon
Grand Theft Auto video game
The BlackBerry phone
The VW Beetle
The “Angry Birds” App
Don’t know
None of these
The most famous British products?
Looking at this list, which, if any, would you describe as “British”? By British, I mean they were made or designed in Britain
Base: 1,003 British adults, 25-31 May 2012 Source: Ipsos MORI / Design Council
What we’re proudest of...
Here is the list of products that were made or designed in Britain. Which one or two of them, if any, would you say you are most proud of?
Base: 1,003 British adults, 25-31 May 2012 Source: Ipsos MORI / Design Council
40
39
34
17
3
3
Cat’s Eyes (on the road)
The Mini
World Wide Web (www)
Dyson vacuum cleaner
Grand Theft Auto video game
Lastminute.com
6% 45% 17% 28% 4%
Strongly agree Tend to agree Neither Tend to disagree Strongly disagree
UK plc : Attractive (in princ iple) “”The UK is currently an attractive place to invest”
Base: British Captains of Industry (100), interviewed Sep-Dec 2011
Not quite so attractive when compared with elsewhere… In the current c limate, which of the following countries do you believe offers the best environment for business?
Base: British Captains of Industry (100), interviewed Sep-Dec 2011
25%
21%
14%
10%
10%
8%
4%
2%
2%
0%
0%
0%
0%
0%
3%
Brazil China
USA UK
India Australia Germany
Russia Canada France Japan
Mexico Italy
Spain Other
The US and China are where it’s at
Which of the following countries do you believe is the most attractive for investment?
Base: British Captains of Industry (100), interviewed Sep-Dec 2011
28%
16%
15%
14%
9%
6%
5%
3%
0%
0%
0%
0%
0%
0%
4%
USA China
UK Australia
Brazil Germany
Canada India
France Italy
Japan Mexico Russia Spain Other
Actually quite a positive pic ture...
Typically self-deprecating Brits…!
Taking into account all the things which you think are important, how favourable or unfavourable is your overall opinion/impression of the UK…?
Base: c .500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010
53%
50%
49%
48%
46%
45%
45%
43%
41%
37%
36%
24%
13%
55%
54%
45%
56%
45%
51%
53%
56%
47%
59%
43%
42%
48%
Respects human rights
Has a strong commitment to culture and the arts
Respects its neighbours and other countries
Has strong democratic values and institutions
Contributes to peace and co-operation
Contributes to global economy
Respects contracts and the rule of law
Respects the rights of its citizens
Contributes to international socio-economic development
Its people enjoy a good standard of living
Makes a positive difference in the world
Is a good country in which to invest
Has a strong economy
% Favourable - Britain % Favourable - Global
Purchase Intent
Resonance - strengthening emotional associations with brands
Strength of Emotional Associations with brand
“ Britishness” could support brand resonance in various ways…
Through Provenance…
Through Tone…
Through Heritage…
Reinventing Heritage
1974
Now Trusted Baking
Credentials
Source: YouTube Source: YouTube
Old
Fashioned
In conclusion... We under-estimate ourselves – and our economy ...we are much more interesting than 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