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Brief Published: 8 Feb 2018

Truth About Britain: Consumer Traits Revealed

Some 62% of Brits are proud to be from the UK, compared with 58% in 2010

Ad agency McCann Worldgroup has released a revealing study called Truth About Britain – a survey on the mood of the UK that splits Brits into three cohorts.

  • The Castle Keep: Security and stability, legacy and heritage, and moral fairness and justice are most important to Castle Keep consumers. Some 62% of Brits are proud to be from the UK, compared with 58% in 2010. However, three in five feel like the UK is being eroded. What's more, 57% say their home is their sanctuary because the world feels like a scarier place – a figure that rises to 64% among 18- to 24-year-olds. 
    Castle Keep brands are expected to be companies that consumers can rely on – reassuring names that are regarded a 'classic'. At a time when three-fifths of Brits prefer a brand that feels local to one that feels international, it is critical for Castle Keep brands to reinforce the fabric of Britain and behave as a guardian of national destiny. To do this, they should highlight tradition, uphold core British values and unite the nation.  
  • The Rocky Boat: This consumer group values a spirit of risk and innovation, ambition and achievement, and transformation towards a better tomorrow. In the UK, two-thirds of 16- to 30-year-olds run their own business or would like to in the future, while twice as many 18- to 24-year-olds choose 'ambitiousness' as a defining British value than the average. 
    Rocky Boat brands should stand up for what they believe in, provide consumers with dreams, and have a strong identity and clear role in the world. They need to find ways to connect with consumers in today's age of entrepreneurialism, and inspire action in an era of uncertainty and frustration. It's time to celebrate risk-taking.  
  • The Field of Green: Members of this cohort value freedom, community, harmony and sportsmanship. Some 42% of Brits think freedom best defines British values, while two in three believe that in an uncertain world, it's more important to enjoy yourself today. 
    Field of Green brands need to bring society together, understand consumers' frustrations and have a voice on social issues. To cater to this consumer group, they should strive to create spaces for exploration and experimentation, foster community cohesion, and enhance the good-natured aspects of British culture. Empathy plays a critical role here (read Empathetic Brand Engagement for more). 

For more insights into the attitudes and behaviours of British consumers, see Engaging Non-Urban Consumers and UK Consumers Grow Impatient.