When asked to describe the mood of the country, the top six adjectives chosen were: disenchanted, uncertain, disappointed, indifferent, confused and angry.
These are the unsurprising findings of a national research project conducted by media advertising group McCann Erickson in Marketing magazine (examining what this means for brands – so you can take it this research was thorough!). In contrast to the sense of national optimism that characterised the late-90s eg the new government, Britpop, Britart, Cool Britannia and despite of todays strong economy, "a sense of disillusion permeates the nation" today. There is frustration at the nanny state, mounting concern surrounding national issues such as race relations, immigration and terrorism – and most of all a growing frustration at a lack of British identity.
83% of respondents agreed that ‘people seem generally angrier nowadays’."When asked what causes this fury, the reason most cited was race relations (accompanied by a picture of a girl in a niqab), an issue that has grown in importance since the turn of the millennium". This finding is supported by Ipsos-MORI, which found that 37% of Britons believe immigration and race relations are among the top issues facing the country, up from just 3% in 1997. "Yet there is a disconnect between perception and reality" the report concludes. One of its most profound findings is that people’s views of the state of the nation do not match their views of their own lives. When asked, 60% said they were positive about their current mood. Bobby Duffy, deputy managing director of Ipsos-MORI’s Social Research Institute looked at the findings and contrasted them: ‘Ask people about Britain and they are pessimistic; ask about themselves and they’re optimistic" this is the exact opposite to how it was under Margaret Thatcher" .
What makes you angry about Britain? 58% of respondents said race relations. Second was crime (52%), followed by terrorism (49%) and the cost of living (47%). The war in Iraq came eighth. Debt was mentioned in the qualitative research as was the inability to get on the housing ladder.
When asked what makes them sad about Britain, ‘loss of respect in society’ was mentioned by 64% of respondents – well ahead of issues such as war (46%) and debt (33%).
72% of respondents believing that ‘Britain is more unstable now than it was at the start of the 21st century’
53% of respondents agreed with the statement ‘I don’t know what it means to be British’. These feelings were strongest among Britons in the lowest social demographic.
67% believe the new millenium has been a disappointment for Britain so far and, bizarrely in my opinion (since I do not share the view that this is even the governments job) – 78% believe ‘that the government is not doing a good enough job of making people feel better’.
Their conclusion for brands was that building an emotional attachment with consumers will win out. The top five names representing ‘stability’ (eg brands we would miss if we left) were Heinz, Marmite, McVities, Bisto and Hovis…fwiw.
source – paid link which wont work for you – article: "Fear and Loathing in Browns Britain", Marketing magazine. "Angry and confused in 2007, Britain is a pessimistic place to be".