For brands, government and mission-led organisations, understanding the mood of the nation can empower better campaigns with improved impact and brand storytelling.
New research from WPP Media and its media agency, Mindshare, in partnership with Reach, Blis, Mobsta, Captify, JC Decaux, 5 and Sky reveals the many nuances between Britons across the different regions of the UK, as well as between citizens, brands and national decision making.
The report, Shaping the Nation, interviewed 10,000 people across Britain in a nationwide quantitative study as well as extensive qualitative research to explore how location ties into our sense of identity, feelings and behaviours, gaining a true insight into today’s Britain.
Key findings:
6 in 10 agree that place plays an important role in shaping our sense of identity
More than 1 in 3 people (35%) feel their local area is not represented in advertising at all
4 in 10 (39%) consumers say they are more likely to buy from brands that genuinely showcase different areas of the UK
Over half (52%) of people think that all the UK’s differing community values should be represented in advertising
Why this report matters:
The study showed that places and locations make a significant contribution to how people feel, how their values are influenced and how their behaviours are shaped. However, despite a clear preference for advertising that reflects local cultures and locations, many are left feeling misrepresented or ignored, with too much reliance on stereotypes.
The qualitative research for the Shaping The Nation report was conducted by THE PEOPLE and Meet the 85% on behalf of WPP Media. These stories are taken directly from their own experiences.
