Speaking Middle English. A study on the Middle Classes by BritainThinks

Transcription

1 Speaking Middle English A study on the es by BritainThinks

2 Introduction About BritainThinks Putting the people that matter at the heart of your thinking makes for better decisions, more effective communications and stronger, deeper relationships. BritainThinks offers strategic advice rooted in new insight into the people that matter most to you, whether they are stakeholders, consumers, citizens or colleagues.

3 Introduction Speaking Middle English At BritainThinks we believe that it's essential to understand the context in which companies, brands and other organisations operate. We therefore do a great deal of our own research to keep abreast of the constantly changing environment. We have a qualitative panel that we are regularly in touch with and we carry out large projects from time to time to look at some of the big questions of the day. Speaking Middle English is the first of those projects. With the concept of the 'squeezed middle high on the media agenda, and our own research showing that peoples class perceptions have shifted massively in recent years, we thought it was time to look again at people who define themselves as

4 Overview: Why the es matter 7-out-of-10 self identify as Q. If you had to say which social class you belong to, which would it be? Upper 0% Upper middle Middle 7% 43% 71% 33.6 Million Adults Lower middle 21% Working 24% Not sure 4% *Based on ONS GB population estimates: 47.3 million adults

5 Overview: Why the es matter Because the es - Account for 79% of the income earned, and 91% of all savings and assets held by GB adults - Are more likely to take factors beyond price (e.g. ethical behaviour) into account when buying products (54% to 45%) - Are more likely to say that they will spend more money in order to get the right brand (42% to 33%) - Are more likely to say they would definitely turn out and vote if there was an election tomorrow (69% to 55%)

6 Overview: objects that sum-up Middle Classes

7 Overview: objects that sum-up Middle Classes

8 Speaking Middle English SIX MIDDLE CLASS SEGMENTS

9 Overview: The Study 2,000 sample online poll of the GB population looking at: Perceptions of class People s own class & social mobility How class is defined Class of particular brands & celebrities Attitudes towards Modern life Family and parenting Money & spending Work The future of their family & of Britain Politics & civic engagement Hobbies, interests and how they spend their time Favourability towards a wide range of brands & organisations Social background, resources and financial status

10 Overview: The Study Segmentation exercise Using statistical analysis to identify six discreet typologies of Middle Class self-identifiers Focus groups Groups among each of the six segments in three different locations (London, Birmingham & Leeds)

11 Overview: The Six Segments Comfortable Greens 17.8% of es, 12.6% of General Population 6.0 Million Adults Urban Networkers 17.5% of es, 12.4% of General Population 5.9 Million Adults Deserving Downtimers 11.3% of es, 8.0% of General Population 3.8 Million Adults Bargain Hunters 24.3% of es, 17.2% of General Population 8.1 Million Adults Daily Mail Disciplinarians 20.9% of es, 14.9% of General Population 7.0 Million Adults Squeezed Strugglers 8.2% of es, 5.8% of General Population 2.7 Million Adults *Based on ONS GB population estimates: 47.3 million adults 20.9% 24.3% 8.2% 17.8% 11.3% 17.5%

12 Overview: The Six Segments Comfortable Greens 17.8% of es 6.0 Million Adults Urban Networkers 17.5% of es 5.9 Million Adults Deserving Downtimers 11.3% of es 3.8 Million Adults Bargain Hunters 24.3% of es 8.1 Million Adults Daily Mail Disciplinarians 20.9% of es 7.0 Million Adults Squeezed Strugglers 8.2% of es 2.7 Million Adults *Based on ONS GB population estimates: 47.3 million adults 20.9% 24.3% 8.2% 17.8% 11.3% 17.5%

13 SEGMENT 1: Comfortable Greens 17.8% of es; 12.6% of General Population; 6.0 Million Adults Who they are - 66% aged % retired Objects that sum-up the middle classes : % living in rural area 24% 29% Most likely segment to Have a Degree as highest educational attainment Read a local newspaper Comfortable Greens Resources % who own home outright (no mortgage) 2 nd most likely segment to have 20k+ in savings & investments (52%, 38% all MC) Comfortable Greens 55% I worry about the future to a degree, about my granddaughter's future and environmental issues 37%

14 SEGMENT 1: Comfortable Greens 17.8% of es; 12.6% of General Population; 6.0 Million Adults Interests Attitudes The Independent is a campaigning newspaper, genuinely so % do everything they can to buy from brands with strong ethical/environmental reputation Comfortable Greens 58% LIKELY TO: read books, watch TV (esp. natural history programmes), do gardening, go walking, spend time with family LESS LIKELY TO: eat fast food, watch talent shows (e.g. X- Factor) 40% taken part in campaign (26% all MC) More likely than other segments to Least likely segment to 29% Worry about lost generation of young people (61%, 50% all MC) Prefer taking on debt to cutting spending (87% don t, 78% all MC) Supermarkets are the baddies

15 SEGMENT 1: Comfortable Greens 17.8% of es; 12.6% of General Population; 6.0 Million Adults Family Future Politics Brands More likely than other segments to say they d definitely vote (80%, 69% all MC) More likely to vote Lib-Dem (16%, 12% all MC) Less likely to vote Conservative (30%, 36% all MC) + + tend to say they like - tend not to say they like -

17 SEGMENT 2: Urban Networkers 17.5% of es, 12.4% of General Population; 5.9 Million Adults Who they are Four-fifths (79%) aged under 45 Most are unattached singles, young couples or young families Most likely segment to Have children aged 10 or under (33%, 22% all MC) Objects that sum-up the middle classes : Most likely segment to Least likely segment to Live in London (20%, 13% all MC) Be married (49%, 59% all MC) Resources Most likely segment to have Pay Monthly mobile phone account My girlfriend gave me a baby bottle warmer by Cath Kidston to bring. It's some designer label; you could have a cheap bog standard bottle warmer but she bought one from some fancy label, which is quite pointless. 2 nd most well-off in terms of annual household income TENURE 51% 37% 41% 12% Urban Networkers 25% 14% Own outright Own w/ Privately rent mortgage or loan

18 SEGMENT 2: Urban Networkers 17.5% of es, 12.4% of General Population; 5.9 Million Adults Interests Attitudes LIKELY TO: Exercise regularly Watch US Dramas Eat take-away food Watch X-Factor Most likely segment to LESS LIKELY TO: Watch News at 6 Watch Strictly Come Dancing Read a newspaper each day (81%, 72% for all MC) Read The Times (20%, 15% all MC) Use Social Networking sites regularly (14%, 8% all MC) I've got a fulfilling and happy family life, but I am busy, tired and rushed Most likely segment to Most likely segment to Less likely to ASPIRATION & CAREER FOCUS Urban Networkers Say it s important they are better off in 10 yrs (88%, 53% all MC) Say fulfilling their career is important (76%, 43% all MC) Say they have enough savings to feel secure (18%, 32% all MC) I am grateful for all I have but frustrated and bored in my current job % who see working as a means to an end 29% 39%

19 SEGMENT 2: Urban Networkers 17.5% of es, 12.4% of General Population; 5.9 Million Adults Family Future Tuition fees will be an issue it will be harder for people to get on their feet Politics Brands Most likely segment to admit to not voting in 2010 More likely to vote Labour (27%, 22% all MC) Less likely to vote Conservative (32%, 36% all MC) + If you re on Apple, you swear by it + tend to say they like Most likely segment to associate Asda with the working class

21 SEGMENT 3: Deserving Downtimers 11.3% of es, 8.0% of General Population; 3.8 Million Adults Who they are % aged % Deserving Downtimers 40% Highest % of rural dwellers Objects that sum-up the middle classes : Most likely segment to Be married (78%, 59% all MC) Be retired (57%, 27% all MC) Have grandchildren (49%, 27% all MC) Own their home outright (73%, 37% all MC) Resources % saying their children will be upper middle / middle class Our generation have had it best % with provisions in place for comfortable retirement 98% 54% Deserving Downtimers 65% 79% Most likely segment to place themselves in top two fifths of earners Deserving Downtimers

22 SEGMENT 3: Deserving Downtimers 11.3% of es, 8.0% of General Population; 3.8 Million Adults Interests Attitudes LIKELY TO: - Read - Do gardening - Eat out - Watch Natural History TV LESS LIKELY TO: - Eat Fast food - Watch US dramas - Watch X-Factor % taking 2 or more weekend breaks in UK in last 2 years More likely than other segments to think Least likely segment to say Burden from Britain's economic troubles are being fairly shared across society (23%, 16% all MC) Government doesn't do anything for people like me (19%, 40% all MC) Deserving Downtimers 45% % saying I have plenty of time for myself 38% Deserving Downtimers 77% We ve done hectic jobs in the past it ll be nice to work less and travel more 56%

23 SEGMENT 3: Deserving Downtimers 11.3% of es, 8.0% of General Population; 3.8 Million Adults Family Future Politics % saying they would definitely vote in election tomorrow Deserving Downtimers Less likely to vote Labour (16%, 22% all MC) Most likely to turnout 69% More likely to vote Con. (53%, 36% all MC) 84% Brands + tend to say they like - tend not to say they like + - The National Trust stands out the preservation of the country s heritage

25 SEGMENT 4: Bargain Hunters 24.3% of es, 17.2% of General Population; 8.1 Million Adults Who they are % aged 44 or younger 52% Bargain Hunters 40% More likely than other segments To live in rented accommodation (18%, 14% all MC) For secondary school education to be the highest educational achievement (41%, 37% all MC) Objects that sum-up the middle classes : Resources More likely than other segments to think Less likely than other segments to say Be worried about unemployment (59%, 36% all MC) Be confident of having enough money to make ends meet (29%, 70% all MC) I ve got no money. Well, what I really mean is not enough. I d like to spend without watching every penny Second least well off segment in terms of annual household income (out of 6 segments) % household income 30k or less Bargain Hunters 42% 51%

26 SEGMENT 4: Bargain Hunters 24.3% of es, 17.2% of General Population; 8.1 Million Adults Interests We ve got a house but it s always a struggle trying to get a new job, new house, new car % saying they don t have energy to be active in leisure time 35% Bargain Hunters 25% Attitudes We ve all got a credit card, we re all in the same boat, it s part of the fabric of life % saying getting on in life has as much to do with luck as hard work Bargain Hunters 36% If they had more free time, they would - Spend more time with their kids - Exercise more - Socialise more LIKELY TO: - Watch Britain s Got Talent - Eat take away food LESS LIKELY TO: - Watch documentaries More likely than other segments to think Less likely than other segments to say 24% They don t have time / money to check whether products are ethically sourced (48%, 33% all MC) Feeling part of my local community is important (20%, 40% all MC)

27 SEGMENT 4: Bargain Hunters 24.3% of es, 17.2% of General Population; 8.1 Million Adults Family Future With my girls, it s all about looks, possessions, comparisons Politics Brands + tend to say they like - tend not to say they like Less likely to vote Conservative (30%, 36% all MC) Most likely seg. to say they don t know who they d vote for if General Election tomorrow More likely than other segments to say they are always in the hunt for a bargain + - Petrol is a nightmare: it s gone up and up

29 SEGMENT 5: Daily Mail Disciplinarians 20.9% of es, 14.9% of General Population; 7.0 Million Adults Who they are % aged % Dail Mail Disciplinarians 59% Objects that sum-up the middle classes : Most likely segment to read the Daily Mail (30%, 21% all MC) Most likely segment to More likely than other segments to Live in the north of England (28%, 24% all MC) Own their own home outright (51%, 37% all MC) Resources 39% are retired (27% for all MC) % saying they have enough savings to feel secure about future Life is tough for the Middle Classes with so many scroungers More likely than other segments to Less likely than other segments to Send children to private school (2 nd most likely seg.) Have been worried about unemployment (14%, 26% all MC) Dail Mail Disciplinarians 32% 52%

30 SEGMENT 5: Daily Mail Disciplinarians 20.9% of es, 14.9% of General Population; 7.0 Million Adults Interests LIKELY TO: LESS LIKELY TO: Attitudes % Agreeing that parents are far too liberal these days % Agreeing that I find people who talk about the environment really boring - Taking foreign holidays - Volunteer - Eat take away food Dail Mail Disciplinarians 71% 59% Dail Mail Disciplinarians 45% 29% Now that I ve got Granddad duties I don t know where I found the time to work Typical of middle classes in TV viewing - News at 6 - Comedy - Natural history - Current affairs documentaries - Historical documentaries Most likely segment to think Britain is a soft touch for immigrants (84%, 70% for MC) If someone's not ill and been unemployed for more than a year they're not trying (65%, 51% for all MC) Least likely segment to have dated someone from different ethnic background Young people today want instant gratification something for nothing

31 SEGMENT 5: Daily Mail Disciplinarians 20.9% of es, 14.9% of General Population; 7.0 Million Adults Family Future Politics Brands + tend to say they like - tend not to say they like I am happy with myself, but cynical about politics. The country is ruined Less likely to vote Labour (12%, 22% all MC) More likely to vote Conservative (50%, 36% all MC) Less positive towards brands generally + - Betty s Tea Rooms is the best of Middle Class, it s not cheap, there s piano players and it s reminiscent of a better age

33 SEGMENT 6: Squeezed Strugglers 8.2% of es; 5.8% of General Population; 2.7 Million Adults Who they are Objects that sum-up the middle classes : Half live in urban areas % with Degree as highest educational attainment Squeezed Strugglers 28% 41% Most likely segment to be divorced (10%) Resources Most likely segment to Least likely segment to Have recently defaulted on loan / mortgage (15%, 6% all MC) Send kids to private school (8%, 13% all MC) Have taken a foreign holiday in last 12 months (52%, 75% all MC) % with provisions in place for comfortable retirement 7% Squeezed Strugglers 91% I put buying things off I have to think twice these days

34 SEGMENT 6: Squeezed Strugglers 8.2% of es; 5.8% of General Population; 2.7 Million Adults Interests I like a nice-ish bottle of wine. Nothing really expensive, but something we can enjoy Attitudes Most likely segment to Least likely segment to Say they don t know who to trust nowadays Think if someone's not ill and been unemployed for more than a year they are probably not trying More likely than other segments to say they don t have enough energy to be active in their spare time LIKELY TO: - Watch TV (esp. US dramas & soaps) LESS LIKELY TO: - Do Gardening % saying government doesn't do anything for people like me Squeezed Strugglers 40% 70% Make taxes fairer stop squeezing the middle. Make the richest pay more

35 SEGMENT 6: Squeezed Strugglers 8.2% of es; 5.8% of General Population; 2.7 Million Adults Family Future My kids will really struggle I am frightened for them Politics Brands Least likely segment to think the burden from Britain s economic troubles is being spread fairly (86% disagree) More likely to vote Labour (37%, 22% all MC) Less likely to vote Conservative (12%, 36% all MC) + + tend to say they like - tend not to say they like -

36 Speaking Middle English POLITICAL ATTITUDES

37 Political Attitudes How the es & Working Class differ Working class participants are more likely to express concerns about their finances, feelings of loneliness and distrust and the view that Government doesn t do anything for people like them... WORKING CLASS PEOPLE ARE MORE LIKELY THAN MIDDLE CLASS PEOPLE TO SAY... Working It is a real struggle to make the money last to the end of the month It would be a big financial problem for me if I had to replace a large item such as my fridge or washing machine this year. I often have conversations with friends about shows like the X Factor or Britain's Got Talent I am more concerned about my day-to-day finances than about providing for my later life Over the last year or so I have been spending less on everyday things like grocery shopping I don't know who to trust nowadays I don't have the energy to be active in my spare time I often feel lonely I see work as a means to an end Government doesn't do anything for people like me Middle Q. To what extent do you agree or disagree with each of the following statements? % AGREEING 37 22% 25% 29% 32% 36% 38% 37% 40% 39% 42% 41% 40% 51% 53% 54% 56% 58% 57% 58% Difference 61% 25% 24% 22% 20% 17% 16% 16% 15% 14% 14%

38 Political Attitudes How the es & Working Class differ Q. Which party did you vote for in the 2010 general Election? Conservative Labour Lib-Dem Working Class Q. If there were a general election held tomorrow, which party would you vote for? Conservative Labour Lib-Dem Working Class 38

39 Political Attitudes The Six Segments Q. If there were a general election held tomorrow, which party would you vote for? Comfortable Greens MARGINAL Urban Networkers MARGINAL Deserving Downtimers CON STRONG Bargain Hunters MARGINAL Daily Mail Disciplinarians CON STRONG Squeezed Strugglers LAB STRONG 39

40 Political Attitudes The Six Segments Q. If there were a general election held tomorrow, which party would you vote for? Comfortable Greens % of MC Urban Networkers % of MC Deserving Downtimers % of MC Bargain Hunters % of MC Daily Mail Disciplinarians % of MC Squeezed Strugglers % of MC 40

41 Political Attitudes The Six Segments Q. If there were a general election held tomorrow, which party would you vote for? Comfortable Greens % swing voters Urban Networkers % swing voters Deserving Downtimers % swing voters Bargain Hunters % swing voters Daily Mail Disciplinarians % swing voters Squeezed Strugglers % swing voters 41

42 Speaking Middle English BRANDS

43 Brands Case Studies: Tesco & Sky % saying Tesco is a brand that really understands what people like me are looking for Working Class es 39% 55% With which class, if any, would you most strongly associate Sky with? Associate with Working Working Class es Associate with Middle 29% 23% 23% 44% Comfortable Greens Urban Networkers Deserving Downtimers Bargain Hunters Daily Mail Disciplinarians Squeezed Strugglers 28% 49% 36% 45% 34% 42% Comfortable Greens Urban Networkers Deserving Downtimers Bargain Hunters Daily Mail Disciplinarians Squeezed Strugglers 25% 41% 21% 46% 18% 50% 18% 49% 32% 34% 20% 43% 43

44 Brands The Awards MOST TRUSTED BRAND MOST MIDDLE CLASS CELEBRITY 1 st 1 st 2 nd 2 nd =3 rd 3 rd =3 rd 4 th 4 th 5 th

45 Speaking Middle English A study on the es by BritainThinks

46 CONTACT DETAILS BritainThinks For more information about this study, or the the work we do more generally, please do get in touch: BritainThinks Somerset House Strand London WC2R 1LA