McCann Worldgroup UK and McCann Truth Central have been monitoring the mood of the nation since 2007 and in celebration of their on-going research initiative, Truth About Britain, hosted an evening of insights and discussions to present their findings to an audience of the UK’s top brands on 30 January.
The study has been designed to track and analyse the British consumers’ mood against a global background of uncertainty, mistrust and isolationism. McCann Worldgroup UK and McCann Truth Central uncovered that today’s Britons demonstrate unexpected confidence in their nation and belief in the potential of foundational institutions, such as the NHS and Armed Forces, and major brands for stability, truth, and leadership.
The event featured remarks from Mark Lund, CEO, McCann Worldgroup UK and Harris Diamond, CEO, McCann Worldgroup on the value of MWG UK’s on-going partnership with Truth Central to create a study for brands to better understand how they can play a meaningful role in the lives of the British public.
During a brief overview of the study, Rodney Collins, Regional Director EMEA, McCann Truth Central navigated a packed house of chief marketers and business leaders from across the country, through the political and social insights unearthed in Truth About Britain.
A panel of experts, moderated by Alex Lubar, CEO, McCann London, led the evening's discussion on the key areas from the research including Britain's political role in the broader world and the growing demand by consumers for brands that have better understanding of ordinary people. 53% of people want a brand that understands their “frustrations” whilst 53% of Brits hope “a new political system is invented within their lifetime”.
While the data revealed a widespread scorn for Britain’s political class and social system, 69% also felt that despite its faults, Britain is still a great country to live in, the highest number since MWG UK and Truth Central began asking this question in 2010. Although much has changed in the past decade, there are deeper stories that transcend the momentous events of late such as Brexit, and Truth About Britain unearths these stories to provide an invaluable toolkit for brands to navigate the dynamic landscape of today’s Britain.
Alex Lubar, CEO, McCann London (Moderator)
Joan Hoey, Regional Director, Europe at The Economist - Intelligence Unit
Matt Tee, CEO of Independent Press Standards Organisation
Karen Crum, Head of Planning at McCann London