Ben Page, CEO of Ipsos MORI, presented the results of our Britishness Survey for the Design Council at the Design Summit 2012.

3. British…but also English, Sc ottish, Welsh
How strongly do you feel you belong to...
...your neighbourhood 57
...your home town 61
...Britain 66
...England 72
...Scotland 82
...Wales 83
2,320 British a dults, 30 Nov – 6 De c 2011 Sourc e : Ipsos MO RI/British Future

4. What we really value about Britain...
Overall, whic h two or three of the following, would you say makes you most proud
to be British?
Our History 45
The NHS 37
British Army/armed forces 36
The Royal Family 28
Our culture and arts 24
Our system of democracy 22
Having a free press/media 15
British sports teams 10
Our position in the world 5
British business 4
Base: 998 British adults, interviewed fac e to fac e 27 Jan - 5 Feb 2012 Sourc e: Ipsos MORI / Channel 4

5. How do
we feel?
...about our direction of travel?

6. T Olympic Years:
wo
1948…and 2012

7. T Ownership
V
From 46,000 to 26,000,000

8. Life Expec tanc y
From 68 to 80 years

9. Population
From 49.8m to 63.0m

10. Better for women, more tolerant, diverse...
T what extent do you agree or disagree with the following statements about how
o
Britain has c hanged sinc e 1948?
Agree Disagree
Women have more c hoic es now than
4 88
they did
People are less disc riminating of people
11 72
who are gay
Relations between different ethnic
29 44
groups are better now
Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Sourc e: Ipsos MORI / British Future

11. Less religious... And getting ruder...
T what extent do you agree or disagree with the following statements about how
o
Britain has c hanged sinc e 1948?
Agree Disagree
Britain is a less religious plac e now 13 72
British people are better at parenting
56 12
now
Britain is now a more polite plac e 74 7
Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Sourc e: Ipsos MORI / British Future

12. On balanc e we’ve lost something...
T what extent do you agree or disagree with the following statements about how
o
Britain has c hanged sinc e 1948?
People are just as proud to be British
now as they were then
Agree
24% 24%
Disagree
Neither /
no opinion
52%
Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Sourc e: Ipsos MORI / British Future

14. Away from my front door, gloom reigns
Looking ahead to 2012, how optimistic or pessimistic are you feeling about...
Pessimistic Optimistic
You and your family 26 52
The city town village where you live 31 33
Britain 65 15
Europe 74 7
Britain's economic prospects 73 10
Base: 2,320 British adults, 30 Nov – 6 Dec 2011 Sourc e: Ipsos MORI / British Future

15. Mustn’t grumble,
there’s lots about Britain that’s good....

16. The Great British Charac ter...
From this list, please tell me whic h two or three, if any, you think are the best
c harac teristic s of British people as a whole?
Good sense of humour 45
Friendly 34
Tolerant to all sections of society 30
Hard working 28
Polite / good manners 26
Patriotism 19
Law abiding 18
Keep themselves to themselves 14
Base: 998 British adults, interviewed fac e to fac e 27 Jan- 5 Feb 2012 Sourc e: Ipsos MORI / Channel 4

17. On the other
hand...

18. The British c harac ter - bad
From this list, please tell me whic h two or three, if any, you think are the worst
c harac teristic s of British people as a whole?
Drink too much 50
Ignorant of other cultures 33
Complain too much 23
Lazy 20
Intolerant to different sections of society 19
Bad eating habits 18
Too pessimistic 16
Rude 15
Too nationalistic 6
Unfriendly 6
Bad teeth 4
Base: 998 British adults, 27 Jan- 5 Feb 2012 Sourc e: Ipsos MORI / Channel 4

19. An assessment
supported by the
evidenc e...

20. Maybe they’re right....
Alc ohol Consumption in the UK 1947-2009
Sourc e: British Beer and Pub Assoc iation Statistic al Handbook 2010

22. Our self assessment: The “ inputs”
Whic h 2 or 3 would you pic k out as areas where Britain is strongest/ weakest
c ompared with other c ountries?
35
22
7 6 5
11 11 3
0
-19 -19
-45
Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il

23. Our self assessment: The “ outputs”
Whic h 2 or 3 would you pic k out as areas where Britain is strongest/ weakest
c ompared with other c ountries?
25 23 12 9 8 8 7 3
-4 -8 -22
-5
Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il

24. Are we really not very
good at manufac turing...?

25. British Captains of industry would tend to agree
In whic h of the 1 or 2 following sec tors do you see the greatest and least
potential for growth in the UK over the next 12 months and whic h do you c onsider
the UK to have a c ompetitive advantage?
52% Greatest Potential
Technology/media/telecoms 3%
43% Least Potential
24%
Manufacturing 22% Competitive advantage
3%
20%
Financial/banking/insurance 33%
78%
19%
Construction 16%
2%
19%
Services/retailing 33%
21%
12%
Utilities 11%
2%
11%
Mining/minerals/natural resources 29%
4%
6%
Transport/distribution 13%
1%
2%
None of the above 1%
6%
0%
Other 6%
1%
Base: British Captains of Industry (100), interviewed Sep-Dec 2011

26. Are we really not very
good at manufac turing...?
An “offic ial view”

27. “ The UK is in the world’s Top 10....
direc tly employs 2.5 million
people, generates half of UK
exports...2nd only to the US in
aerospac e industry...2 of top 6
pharmac eutic al c ompanies in
the world have their HQs in UK…
”
Sourc e: T hnology Strategy Board
ec

28. “ ... resurgent UK-based auto
industry exported a
rec ord-breaking 84% of
produc tion in 2011.....average
annual produc tivity inc rease of
3.6%, two and a half times greater
than the UK ec onomy as a whole.
”
Sourc e: T hnology Strategy Board
ec

29. Do we see “Britishness” in
what we buy these days?
Not really!
28% rec all buying something British rec ently

30. Why we “ Buy British”
For whic h, if any, of the following reasons, was buying British important, when
buying this produc t or servic e? Whic h others?
Quality 40%
Wanting to support a British company 38%
Wanting to support the British economy 36%
Its reputation 26%
Price 17%
Design 14%
Its popularity 5%
Only a British product was available 5%
Don’t know 1%
None of these
Base: All adults 15+ who, to their knowledge, have bought British rec ently and believe this to be very/fairly important in
Sourc e: Ipsos MORI / Design Counc il
their dec ision to purc hase (133)

31. The most famous British produc ts?
Looking at this list, whic h, if any, would you desc ribe as “British”?
By British, I mean they were made or designed in Britain
The Mini 59
Cat’s Eyes (on the road) 52
Dyson vacuum cleaner 48
The Hoover vacuum cleaner 20
Lastminute.com 14
World Wide Web (www) 13
Teflon 9
Grand Theft Auto video game 6
The BlackBerry phone 5
Facebook 4
The VW Beetle 2
The “Angry Birds” App 2
Don’t know 7
None of these 3
Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il

32. What we’re proudest of...
Here is the list of produc ts that were made or designed in Britain. Whic h one or
two of them, if any, would you say you are most proud of?
Cat’s Eyes (on the road) 40
The Mini 39
World Wide Web (www) 34
Dyson vacuum cleaner 17
Grand Theft Auto video game 3
Lastminute.com 3
Base: 1,003 British adults, 25-31 May 2012 Sourc e: Ipsos MORI / Design Counc il

34. UK plc : Attrac tive (in princ iple)
“”T UK is c urrently an attrac tive plac e to invest”
he
Strongly agree Tend to agree Neither Tend to disagree Strongly disagree
6% 45% 17% 28% 4%
Ba se: British Captains of Industry (100), interviewed Sep-Dec 2011

35. Not quite so attrac tive when c ompared with
elsewhere…
In the c urrent c limate, whic h of the following c ountries do you believe offers the
best environment for business?
Brazil 25%
China 21%
USA 14%
UK 10%
India 10%
Australia 8%
Germany 4%
Russia 2%
Canada 2%
France 0%
Japan 0%
Mexico 0%
Italy 0%
Spain 0%
Other 3%
Base: British Captains of Industry (100), interviewed Sep-Dec 2011

36. The US and China are where it’s at
Whic h of the following c ountries do you believe is the most attrac tive for
investment?
USA 28%
China 16%
UK 15%
Australia 14%
Brazil 9%
Germany 6%
Canada 5%
India 3%
France 0%
Italy 0%
Japan 0%
Mexico 0%
Russia 0%
Spain 0%
Other 4%
Base: British Captains of Industry (100), interviewed Sep-Dec 2011

38. Ac tually quite a
positive pic ture...

39. Typic ally self-deprec ating Brits…!
Taking into ac c ount all the things whic h you think are important, how favourable
or unfavourable is your overall opinion/impression of the UK…?
% Favourable - Britain % Favourable - Global
Respects human rights 53%
55%
Has a strong commitment to culture and the arts 50%
54%
Respects its neighbours and other countries 49%
45%
Has strong democratic values and institutions 48%
56%
Contributes to peace and co-operation 46%
45%
Contributes to global economy 45%
51%
Respects contracts and the rule of law 45%
53%
Respects the rights of its citizens 43%
56%
Contributes to international socio-economic 41%
development 47%
Its people enjoy a good standard of living 37%
59%
Makes a positive difference in the world 36%
43%
Is a good country in which to invest 24%
42%
Has a strong economy 13%
48%
Base: c .500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in eac h c ountry; July 2010

41. Resonanc e - strengthening
emotional assoc iations with brands
Purc hase
Intent
Strength of
Emotional Assoc iations with brand

42. “ Britishness” c ould
support brand
resonanc e
in various
ways…

43. Through
Provenance…

44. Through
Tone…

45. Through
Heritage…

46. Reinventing Heritage
Sourc e: YouTube Sourc e: YouTube
1974 Now
Old Trusted Baking
Fashioned Credentials

47. In c onc lusion...
We under-estimate ourselves
– and our ec onomy
...we are muc h more interesting
than we imagine...

48. © 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