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The Co-operative Life in Modern Britain: 18-30: The Lost Generation?

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Page 1: The Co-operative Life in Modern Britain - Contentful ...€¦ · This is the first in a new series of reports by The Co-operative Group, ... conkers SCHOOL 26% ... two lovely children

The Co-operative Life in Modern Britain:18-30: The Lost Generation?

Page 2: The Co-operative Life in Modern Britain - Contentful ...€¦ · This is the first in a new series of reports by The Co-operative Group, ... conkers SCHOOL 26% ... two lovely children

IntroductionThis is the first in a new series of reports by The Co-operative Group, looking at the issues affecting the British population at various stages in their lives. This edition focuses on the 18-30 age group.

The Co-operative Group’s family of businesses, which include Food, Bank, Pharmacy, Legal Services and Funeralcare, offers customers the chance to trade with us as they move through the various stages of their lives.

From buying a tin of beans, to buying a first home, to planning a funeral The Co-operative aims to be “Here for you for life” and has commissioned a series of reports, that shines the spotlight on different generations.

This report entitled “The Lost Generation” focuses on the attitudes and aspirations of those born between 1983 and 1995 who, according to our bespoke research, are struggling to cut the ties with their parents.

These young adults appear to be finding it more difficult than any previous generation to become independent, both emotionally and financially. Indeed, our findings show that although the majority of under 30’s admit to having gone cap in hand to their parents for financial hand outs, many are still in debt.

However, debt is no longer a taboo for this generation as our findings have shown that owing money does not give 18-30 year olds sleepless nights.

The report also looks at the lifestyles of the 18-30 ‘lost generation’ and explores how their early life experiences have shaped them as adults, if their salary is in line with their expectations and if, indeed, they are happy with their lives.

What was early life like for today’s 18-30 year olds?Is this the first generation of young adults who have been molly-coddled through their earlier years, being kept indoors, watching more TV and playing more computer games? What effect has this had on their health and wealth in later life?

A recent study1 has revealed that parents believe that childhood is over for many children by the time they reach the age of 12. Indeed our findings show that, before leaving primary school:

SCHOOL

32% of today’s 18-30 year olds never swung on a rope swing

SCHOO

L

29% of today’s 18-30 year olds never made a den

SCHOO

L

28% of today’s 18-30 year olds didn’t even play conkers

SCHOO

L

26% of today’s 18-30 year olds hadn’t ever climbed a tree

SCHOO

L

15% of today’s 18-30 year olds never had a water fight

2

SCHOO

L

13% of today’s 18-30 year olds never rode a bike

SCHOO

L

34% of today’s 18-30 year olds never flew a kite

SCHOOL

40% of today’s 18-30 year olds never made a daisy chain

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3

SCHOO

L

52% drank alcohol

SCHOO

L

34% smoked

SCHOO

L17% took drugs

SCHOO

L

80% did play computer games

SCHOO

L

92% did watch TV

However, before leaving secondary school:

SCHOO

L

34% bunked off school

Matthew Alexander and Heather Stevenson, both 23, are engaged and live together in Stockport, Cheshire with their two children, Lily, 5 and Oliver, 10 weeks, and two cats. They have been together for six and a half years and engaged for five.

Both work full time, Heather as a team leader at a large restaurant in Stockport (currently on maternity leave) and Matthew in a warehouse in Bredbury, which distributes magazines and newspapers to most of the North-West.

“We don’t have any regrets. Heather and I are only 23 and already we own our own car and house both have decent jobs with the opportunity to progress, two lovely children and are starting to plan our wedding.

“We both went to college but neither of us wanted to go to university. We already had our daughter by the time we finished college and wanted to be earning. We both have decent jobs without the degree or the student loan

“Our biggest financial outgoing is our mortgage. We signed for the house when we were both 20, and because of our age and earnings we were only accepted for a mortgage of £100,000 so we had to find the rest. Only one of our friends owns her own house, one or two rent but most are still living with their parents or are away at university.

“Car insurance is a big expense for us but our food shopping costs roughly the same, if not slightly more. We are very lucky that we get free holidays every year as Heather’s parents own a house in France. We have also never taken out a loan and neither of us have credit cards.

“ Our parents do support us financially at times and treat us to things that we probably wouldn’t have bought for ourselves and also babysit from time to time.

“We are lucky as we are both in good health, however we are under more strain at the moment because we are in the process of trying to save money for our wedding which we hope to have in 2015.

“We both think it’s really important for your children to see you going to work, and earning your own money. We both grew up with both our parents working, they set us a brilliant example and we want to pass that on to our children.

“The hardest aspect about working full time is that Heather and I don’t get much time together because of our opposite shifts. We each get lots of time with the children, but often pass in the doorway as I’m getting home and Heather’s leaving for work, to save on childcare costs.

“In future, we would love to start buying houses that need lots of work, do them up and rent them or sell them on. We did our own house from scratch and really enjoyed it as well as adding value. We are still undecided about having more children. We are both still young and have plenty of time. I think we might, but have no plans for more at the moment.”

Case study: A young family who champion traditional values

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4

The slow road to independenceThe findings have shown that 18-30 year olds are not shy about asking for financial support from their parents or guardians – and the Bank of Mum and Dad continues to thrive.

The overwhelming majority (84%) of young adults admit to going ‘cap in hand’ for financial support for a wide range of things – from food shopping to beauty treatments to car purchases. Unsurprisingly, it is those just starting off in adult life (87% of those aged 18-24) who have needed more financial help from Mum and Dad, compared to 81% of 25-30 year olds.

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16%

13%

12%

10%

9%

9%

5%

Choosing a holiday

Gardening

Choosing a house

Planning a wedding

Help completing work for a job I’m employed to do

Childcare

Choosing a partner

The Bank of Mum and Dad provide more than just money

The Bank of Mum and Dad: What do

18-30 year olds ask for financial

help with?

Cosmetic Surgery 3%

Childcare Costs 4%

Fines (i.e. parking) 5%

House Purchase 8%Energy Bills 16%Car Purchase 19%Car Running Costs 19%

Wedding Costs 9%

Rent / Mortgage Payments 22%Nights Out 24%Beauty Treatments 25%Phone Bill 28%

Education Costs 35%Holidays 36%

Christmas Gifts 37%

Debt Payments 16%

Birthday Gifts 39%Clothes 40%

Food Shopping 43%

Likewise, despite young adults flying the nest to embark on their own lives, the majority (80%) still call on their parents for help with basic tasks and reassurances when making decisions – both big and small. Females (82%) are more likely to ask for this emotional and practical support than men (78%).

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40%

34%

27%

26%

22%

21%

20%

19%

Providing transportation

Chores (i.e. cleaning, ironing)

Help finding a job

Education / study support

Decorating

Choosing a car

Choosing a banking provider

Choosing clothes

Not all the support that 18-30 year olds receive from their parents and guardians is financial:

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5

Recent figures from national money education charity, Credit Action2, revealed that outstanding personal debt stood at £1.424 trillion at the end of February 2013.

Our findings have shown that:

• Over half (60%) of 18-30 year olds are in debt of some sort – loans, credit cards etc

• However there is a very relaxed attitude to debt by this age group with the majority (77%) not feeling any stress because of their debt at all

• 25-30 year olds are the most financially pressured with debt (66%),

compared to 18-24 year olds (55%)

• Love and marriage equals increased additional borrowing with 68% of married people having debt in comparison to 56% of singles

• Nearly a third (31%) of young adults aged 18-24 do not feel financially independent and cannot support themselves without help from their relatives and friends

• Perhaps down to an acceptance that higher education may ultimately lead to debt, those with debt who are educated to degree standard are least worried about their borrowings (82%), however those who left education at 16 do have the highest levels of stress (46%) about the money they owe

• Those without any formal qualifications are less likely to be able to support themselves financially (30%)

Despite 16% of 18-30 year olds turning to their parents to bail them out of debt, many people in this age group are hiding their debt burdens from their nearest and dearest

Whilst 22% of young adults have talked to their parents about some of their debt, 7% have said nothing at all

The average amount of debt hidden by 18-30 year olds in the UK is £3,579

Young males (34%) feel less financially confident than young females (28%)

Full time workers aged 18-30 are more likely to have debt (66%) than those in part time employment (28%)

The average mortgage that an 18-30 year old has with The Co-operative Bank amounts to £126,623, with an average term of 27.5 years

Top 10 types of borrowing by 18-30 year olds

1. Student loans2. Credit cards

3. Personal loans

4. Overdrafts

5. Money borrowed from parents

6. Mortgage

7. Money borrowed from friends / wider family

8. Store cards

9. Payday loans

10. Loan shark debt

Top 5 debt hit regions for 18-30 year olds

Northern Ireland

72%

Wales

70%

North West

63%

West Midlands

63%London

56%

% 18-30 olds in debt

The average age of a first time buyer taking out a mortgage with The Co-operative Bank is 31

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Debt is the new norm for young adults

Page 6: The Co-operative Life in Modern Britain - Contentful ...€¦ · This is the first in a new series of reports by The Co-operative Group, ... conkers SCHOOL 26% ... two lovely children

6

The earnings gapObtaining a job in the UK at present is challenging due to a lack of opportunities and an increased number of people competing for vacancies. According to recent figures there are over 3 jobseekers per job vacancy across the UK3 at present, with a recent publication by the Office of National Statistics revealing that youth unemployment has increased with 979,000 16-24 year olds currently out of a job4.

The research has found that:

• Over a tenth (16%) of 18-30 year olds don’t feel that they have a job that matches their qualifications yet

• One in 20 (5%) are currently completing unpaid internships to gain work experience considered so essential for prospective employers, nowadays

• Over a third (39%) of 18-30 year olds found it easy to get their first job as an adult that matches their level of education, however nearly the same amount (35%) found it difficult

A recent study by the Education and Employers Taskforce5 indicated that teenagers have a very weak understanding about the pay they can expect to receive for different types of jobs.

This fact translates through to the 18-30 age group where the findings have revealed that:

• Over two fifths (41%) of 18-30 year olds earn less than they expected to in relation to their age and education level

• The difference between expected earnings and actual earnings is, on average, £7,187 gross

• Males had higher earnings expectations than females, with men earning, on average, £7,745 gross less than they thought they would in comparison to women who earn £6,619 gross less

• 25-30 year olds are the most frustrated about their perceived earnings deficit (46%) where they expected to be earning an average of £7,967 more at this point in their life. 18-24 year olds who expected to be earning more (35%) thought they would have an extra £5,782 in their pay packet

• Despite this, a tenth (9%) of 18-30 year olds claim to be earning more than they expected with those in the West Midlands (18%), East Midlands and Wales (12%) and the East of England (11%) being much better off than they thought they would be

% of 18-30 year olds who found it difficult to be a jobseeker by region Scotland

43%

North East

36%

North West

31%Yorkshire

35%

West Midlands

31%

Wales

37%

East England

30%

London

38%South East

38%South West

36%

Northern Ireland

25%

East Midlands

31%

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7

Is this a happy generation?A changing world is putting new challenges in place for today’s 18-30 year olds.

The economic downturn, technology advances and the rise of celebrity culture are bringing new stresses for the lost generation.

However, overall the majority of 18-30 year olds (60%) are satisfied with their lives. The highest levels of life satisfaction are in the North East, the East of England and the East Midlands.

Despite this, there is an underlying feeling of disappointment in this age group with 40% feeling stressed because they believe that they should have achieved more in their lives. Women are more greatly affected by this (44%) than men (35%).

The main causes of stress for this age group are outlined below:

38% Not enough m

oney to buy luxuries

33%

Wei

ght

32%

Lac

k of

Slee

p

40% Feeling that they should

have achieved m

ore in life

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31%

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28% Lack of Social Life

27% Trying to move up the career ladder

23% Not having enough money to

buy essentials i.e. food, bills

23% The pressure to look good

22% Renting and not being

able to buy a property

21% Lack of friends19

% B

alan

cing

wor

k/ho

me

life

19%

Hea

lth is

sues

14% Relationship issu

es

12% Over bearing

family members

12% The thought of

starting a family

16% Not bein

g able

to move

out of

parent

al hom

e

11% Trying to keep up with friends’ earning power

10% Social media - keeping up appearances

6% The threat of redundancy

2% Keeping up with celebrity culture

4% Not being able to sell their home

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31% L

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29% Low pay

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25% Feeling inadequate

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19% Trying to find a partner

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Main causes of stress for

18-30 year olds

Page 8: The Co-operative Life in Modern Britain - Contentful ...€¦ · This is the first in a new series of reports by The Co-operative Group, ... conkers SCHOOL 26% ... two lovely children

8

The health and wellbeing of the 18-30 generation

Modern relationships

• On average 18-30 year olds have had 1.74 serious, monogamous relationships with those in the East Midlands having more relationships (2.07) than anywhere else in the UK. Those in the North East have the lowest national average with 1.44 serious relationships. 18-24 year olds have had an average of 1.43 relationships and 25-30 year olds, 2.05

• 20% of the 18-30 age group claim not to have ever had a serious relationship. Perhaps unsurprisingly more 18-24 year olds have not had a serious relationship (27%) in comparison to 25-30 year olds (12%)

• However, the average number of sexual partners that 18-30 year olds admit to having stands at seven partners with 18-24 year olds having an average of five partners and 25-30 year olds nine sexual partners

• The findings have revealed that young adults in the North West are the most promiscuous with an average of nine sexual partners each, whereas 18-30 year olds in Northern Ireland have had the smallest average number of sexual partners with three each

• 12% of 18-30 year olds have had between 10 and 20 sexual partners. With more 25-30 year olds admitting to this figure (15%) than 18-24 year olds (10%)

Is this a healthy generation?

• The majority of those surveyed – 78% - believe that they are healthy, both physically and mentally

• Men believe themselves healthier than women, with 81% feeling that they have good physical and mental health in comparison to 75% of females

• However, just under a fifth (19%) of young adults are stressed due to their own health issues, with 16% also worrying about their parents’ health

• A third (33%) are stressed about their weight

• 32% feel that a lack of sleep is making their lives more difficult

Top actions 18-30 year olds make to lead a healthier lifestyleDon’t smoke% who do this

MEN

WOMEN

55%

60%

57% % who do this average

Cook own meals% who do this

MEN

WOMEN

52%

61%

57% % who do this average

Keep hydrated% who do this

MEN

WOMEN

57%

56%

56% % who do this average

Keep in touch with family/friends% who do this

MEN

WOMEN

47%

58%

52% % who do this average

Exercise regularly% who do this

MEN

WOMEN

50%

47%

49% % who do this average

Maintain a healthy weight% who do this

MEN

WOMEN

42%

47%

44% % who do this average

Drink alcohol responsibly% who do this

MEN

WOMEN

39%

47%

43% % who do this average

Get enough sleep% who do this

MEN

WOMEN

38%

40%

39% % who do this average

Don’t eat excessively% who do this

MEN

WOMEN

36%

42%

39% % who do this average

Eat fruit and veg% who do this

MEN

WOMEN

57%

71%

64% % who do this average

Go to the dentist regularly% who do this

MEN

WOMEN

29%

43%

36% % who do this average

Talk through problems% who do this

MEN

WOMEN

24%

41%

33% % who do this average

Page 9: The Co-operative Life in Modern Britain - Contentful ...€¦ · This is the first in a new series of reports by The Co-operative Group, ... conkers SCHOOL 26% ... two lovely children

% of 18-30 year olds who believe they are healthy

Scotland

78%

North East

79%

North West

82%

Yorkshire & Humber

74%

West Midlands

78%

Wales

74%East

England

71%

London

81%South East

80%South West

81%

Northern Ireland

63%

East Midlands

74%

18-30 year old shoppers at The Co-operative Food spent 21% less than other age groups on fruit and veg between 20 January and 2 March 2013

18-30 year old shoppers at The Co-operative Food spent 28% more than other age groups on ready meals between 20 January and 2 March 2013

18-30 year olds are twice as likely to shop at Co-operative Food stores after 6pm and five times as likely to shop after 10pm in comparison to other age groups

18-30 year old shoppers at The Co-operative Food spent 24% less than other age groups on alcohol between 20 January and 2 March 2013

9

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10

How does The Co-operative help the 18-30 generation?

Inspiring Young People

It’s a challenging time to be a young person in the UK – the recession has hit young people harder than any other age group. So it’s now more important than ever to ensure that young people are empowered to become active citizens with opportunities to help shape the world they live in.

The Co-operative is committed to inspiring young people to change their world for the better and give them real hope for the future. Already our work has directly benefited 330,000 young people across the UK, but we’ve set our sights far higher – we want to bring about a cultural shift in the way they are viewed and treated in this country.

We aim to benefit one million individuals through our Inspiring Young People programme by 2014 through programmes such as Truth about Youth, Green Schools Revolution, The Co-operative StreetGames Young Volunteers, The British Youth Film Academy, Co-operative Trust Schools and Academies, Apprenticeships and, most recently, The Co-operative Young Member’s Board.

Co-operative Young Members Board

The Co-operative is recruiting 15 talented and committed young people, aged 16 to 25, from across the UK to a new national advisory board that will provide The Co-operative Group with young ideas and fresh innovation as well as have a say in how the organisation is run.

The Young Members’ Board is part of The Co-operative’s commitment to inspire young people and will provide them with real responsibilities and opportunities to gain new skills, knowledge and experience.

Apprenticeships

The Co-operative’s Apprenticeship Academy, the most diverse scheme of its kind in the UK - forms a major part of the Group’s drive to inspire young people and support their future life goals and ambitions.

Apprenticeship opportunities are available right across UK in all of the Co-operative Group’s businesses, including food, banking, funeralcare, pharmacy, farms and legal services as well as many corporate functions such as IT and HR.

All apprentices will work towards a nationally recognised qualification and will have access to the Group’s training and development programmes. Apprentices will also gain a range of transferable skills and professional competences, helping them to progress up the career ladder.

The Co-operative Young Driver Insurance

The Co-operative Insurance was the first mainstream insurer to launch an insurance product for young people which priced policies on how they drive.

Young Driver insurance works by installing a smart box in the driver’s (aged 18-24), car which analyses speed, cornering, braking, acceleration and the time of day the car is driven. It then scores people from one (low) to five (high) for each behaviour - if they score well, they will receive money back on their insurance.

As well as reducing the cost of insurance, The Young Driver scheme is also helping to improve road safety, as The Co-operative has already seen car crashes drop by a fifth among users. Around 30,000 young motorists are already signed up to the scheme.

The Co-operative Bank – Help for first time buyers

The Co-operative Bank offers first time buyer mortgages up to 90% LTV which has proven extremely helpful for many younger people taking their first steps onto the property ladder.

The Bank also allows parents and close family members to act as guarantors with mortgages up to 85% LTV available to customers taking this option.

Mortgages can also be obtained via the Share to Buy scheme where groups of friends, who are graduates and/or professionals, are able to jointly apply together.

The Bank is also working with local councils such as Camden Council to help homeowners in their region to combat high house prices and get onto the property ladder with a deposit of just 5% of the overall property value.

Page 11: The Co-operative Life in Modern Britain - Contentful ...€¦ · This is the first in a new series of reports by The Co-operative Group, ... conkers SCHOOL 26% ... two lovely children

Conclusion

Martyn Wates, Deputy Group Chief Executive at The Co-operative Group “This report gives a unique insight into the thoughts and feelings of 18-30 year

olds in Britain today.

“This is a generation of ambitious young people who have high aspirations, yet find

themselves planning for their future in a challenging economic and sociological

environment.

“From earning expectations, where there is a disconnect between the amount

young people expect to earn to attitudes about debt, health and relationships the

most up to date picture of this generation has been collated, and many of the

findings smash the stereotypical views held about this generation.

“It should not be forgotten that it is these young adults who are ultimately going

to shape the future of Britain for years to come, and ultimately need support and

encouragement to thrive which, in turn, will only be positive for the future of the

country.

“The Co-operative advocates the empowerment of young people and has a plan

in place to inspire young people to change their world for the better and give them

real hope for the future. Indeed by 2014 we plan to benefit one million individuals

through our Inspiring Young People programme where, amongst a range of things,

we plan to recruit fifteen young people to a new national advisory board, the Co-

operative Young Members Board, to have a real say in how The Co-operative Group

is run.”

Donna Dawson, Psychologist “What happens to us as a child lays the groundwork for the adult that we become.

“Today’s generation of 18-to-30 year olds will have had an upbringing which

reflected the fears, desires and values of both their parents and the society around

them while growing up.

“For example, these children would have spent more physical time indoors, in order

that their parents could help keep them ‘safe’ – as a result, they feel able to ask

their parents for financial help as a way of continuing to feel ‘safe’.

“Their parents’ easier access to credit would have allowed ‘debt’ to appear more

normal than shameful, an attitude which has carried on into their own adulthood.

“And the rise of a celebrity-worshipping culture with emphasis on what can be

seen to be achieved, has given rise to this generation’s four biggest fears, which

are all centred on appearance, or on what can be accomplished or accumulated.”

Barry Tootell, Chief Executive at The Co-operative Banking Group “The findings show that for 18-30 year olds, debt is increasingly considered a

normal part of everyday life with 60% of young adults in debt of some sort.

“With the rising cost of education, getting a foot onto the property ladder and

everyday living expenses, debt has become the norm for this ambitious generation.

“However, young people no longer have to face up to debt alone. There is support in

place from parents, to friends, to charities and even to their banking providers, who

can help young adults manage their debt “

Steve Murrells, Chief Executive at The Co-operative Food “The report highlights some of the real challenges faced by today’s 18-30 year

olds in terms of diet and health, but cooking is enjoying a real resurgence at the

moment and younger adults are now developing their culinary skills more than

ever. Our research has revealed that 57% cook their own meals on a regular basis,

which will hopefully lead to a healthier future for them and their families.

“Having a meal in with friends, in these difficult economic times, can be a cost-

effective and enjoyable way for young people to socialise without breaking the

bank.”

John Nuttall, Managing Director at The Co-operative Pharmacy “Our findings show a big disconnect between this generation’s perception of their

own healthiness and what they actually do. Around four of five 18-30 year olds

believe they live a healthy life, yet, the majority admit to drinking excessively, not

maintaining a healthy weight, overeating and not exercising. These poor lifestyle

choices will serve to lay the foundations for future health related problems, such as

obesity and conditions like diabetes.”

11

Page 12: The Co-operative Life in Modern Britain - Contentful ...€¦ · This is the first in a new series of reports by The Co-operative Group, ... conkers SCHOOL 26% ... two lovely children

All figures from research conducted by ICM on behalf of The Co-operative Group in March 2013, unless otherwise stated.

The research questioned 1500 British adults aged 18-30 (50:50 male:female). 1 Netmums research published March 2013

2 UK Debt Statistics from Credit Action – UK Personal Debt, published April 2013 http://www.creditaction.org.uk/helpful-resources/debt-statistics.html

3 3.22 jobseekers per vacancy in the UK according to Adzuna UK Employment Market Report published February 2013

4 ONS Labour Market Statistics, March 2013, for December to February 2012

5 Education and Employers Taskforce report 2013 as sourced from http://www.bbc.co.uk/news/education-21762564

For more information please contact:

Catherine Turner, PR Business Lead, The Co-operative GroupEmail: [email protected]: 07834 090 783

Dave Smith, PR Manager, The Co-operative GroupEmail: [email protected]: 07702 152 771

Jenna Moss, Senior Press Officer, The Co-operative GroupEmail: [email protected]: 07595 567 465

Jennifer Long, Press Officer, The Co-operative GroupEmail: [email protected]: 07714 062 036

Craig Brownsell, Senior Press Officer, The Co-operative GroupEmail: [email protected]: 07843 648 467

Eve Deasy, Senior Press Officer, The Co-operative GroupEmail: [email protected]: 07894 788 053

Lauren Hoult, Press Officer, The Co-operative GroupEmail: [email protected]: 07702 505 626

Twitter: @thecooperative @coopbankpr

Originally formed in Rochdale in 1844 to offer real value to the community, 168 years on and our founding principles still stand. The world may have changed somewhat in those years but the need for a more ethical business, a more honest one and a more customer focussed one clearly hasn’t. We’re here for you in good and bad times. We’re here for you for life.

The Co-operative Group is the UK’s largest mutual business, owned not by private shareholders but by over seven million consumers. It is the UK’s fifth

biggest food retailer and a major financial services provider, operating The Co-operative Bank and The Co-operative Insurance. Among its other businesses are

the number one funeral services provider, the third largest pharmacy chain and one of Britain’s largest farming operations. As well as having clear financial and

operational objectives, the Group has also set out its social and sustainability goals in its groundbreaking Ethical Plan, which specifies over 50 commitments

in these areas. The Group operates 4,800 retail trading outlets, employs more than 100,000 people and has an annual turnover of more than £13bn. Further

information is available at www.co-operative.coop