MediaCom UK's Real World Insight reveals new sense of identity for
A new study by MediaCom UK's research
division, Real World Insight (RWI), into the attitudes and
behaviours of the UK, suggests that brands need to invest in
becoming part of the communities that consumers inhabit - in order
to succeed in a fragmenting nation.
Key findings in RWI's research suggest
that the UK population does not see itself as first and foremost
"British" but as English, Scottish or Welsh instead - with 54% of
respondents saying that national identity was more important in
defining their personal identity.
The results show that there are
geographical differences too, with higher national pride in
Scotland and Wales (63% of Scots and 60% of Welsh favouring
national to personal identity), while people in England define
themselves more according to regional heritage.
RWI's research also reveals three key
meanings of "community" across the UK: 'physically local' -
amenities and people nearby; 'shared interest' - communities of
interest who may not live close by; and 'trust' - in information,
institutions or people. These manifest differently depending on
where in the country people live.
Josh Krichefski, CEO of MediaCom UK
comments: "There was a lot of talk in 2016 about how the London
bubble was skewing Business' view of consumer opinion. However,
this research clearly shows that the sense of identity and
community across the entire UK is evolving, and brands and Business
cannot afford to ignore this. Some brands - like Direct Line - have
started to act already but with an increasing desire from consumers
for hyperconnectivity to hyperlocal, personalised content that
seamlessly integrates into their lives, brands cannot sit
Direct Line Group's 'Lollipoppers'
campaign - showcasing the need to deploy more lollipoppers across
the UK - highlights the brand's continued investment in being part
of the community and giving something back.
The research by RWI also revealed
clear differences in media consumption across the UK despite a
shared love of the smartphone. Urbanites are more socially
connected, with Instagram and Tumblr being their channels of choice
for self-expression (Instagram use being 35% in London compared to
15% in the rest of the UK; while Tumblr use was nearly three times
as much in London compared to elsewhere in the country). Urbanites
also prefer being cocooned from their commute with 58% of Londoners
using their mobile internet during commuting hours vs. 36% in the
North East and 35% in Wales.
RWI's research further highlights that
a one size fits all approach to media campaigns is becoming less
Krichefski concludes: "Consumers want brands to help them express
their identities better and better connect to like-minded people.
We believe - and our RWI research has proved - that the best way
for brands to do this is to invest in right place, right time
marketing that creates collective cultural moments that can be
enjoyed by communities."
MediaCom is "The Content + Connections Agency", working on behalf
of its clients to leverage their brands' entire system of
communications across paid, owned and earned channels to step
change their business outcomes.
Download the report