Britain: Fear and loathing in Brown's Britain

surprise - he inherits from Tony Blair an electorate whose mood is
confused and frequently angry.

Those are the findings of a national research project conducted by
McCann Erickson. Setting out to identify the zeitgeist as the Blair
decade gives way to Brown's premiership, it found a nation racked with
self-doubt and a populace seeking comfort in their immediate
surroundings rather than the institutions of state. For brands, this
moody nation presents new challenges.

The project involved a poll of more than 1000 adult Britons, as well as
focus group research with groups of neighbours from five streets across
Britain. It found that the mood surrounding the new government is very
different to that which greeted the Blair administration. The sense of
national optimism that characterised the late-90s - the new government,
Britpop, Britart, Cool Britannia - has dissipated. Despite a strong
economy, a sense of disillusion permeates the nation; 67% believe the
new millennium 'has been a disappointment for Britain so far'. When
asked to describe the mood of the country, the top six adjectives chosen
were negative: disenchanted, uncertain, disappointed, indifferent,
confused and angry.

It is not all bad news for Brown - when asked what makes them happiest
about Britain at the moment, the most popular answer was the change in
prime minister. But there are several issues the new government must
face up to. There is frustration at the 'nanny state' symbolised by CCTV
cameras. There is mounting concern surrounding national issues such as
immigration and terrorism. And an astonishing 83% of respondents agreed
that 'people seem generally angrier nowadays'.

When asked what causes this fury, the reason most cited was race
relations, an issue that has grown in importance since the turn of the
millennium. This finding is supported by Ipsos-MORI, which found that
37% of Britons believe immigration and race relations are among the top
issues facing the country, up from just 3% in 1997. Linked to this is a
growing frustration at the decline of British identity - an issue
politicians have sought to address through calls for a Britishness
Day.

McCann Erickson found these feelings were broadly consistent across the
regions, though there were variations: Scotland was more positive than
average about the state of the UK, while the Midlands and the North were
the most miserable.

Yet there is a disconnect between perception and reality. One of the
report's most profound findings is that people's views of the state of
the nation do not match their views of their own lives. When asked, 60%
said they were positive about their current mood, and 56% made the same
claim for their friends, but only 27% are positive about the mood of
their local community, and just 9% are upbeat about the outlook of the
country. Interestingly, older age groups tend to be happiest with their
own lives (66% say they are positive), but are the least upbeat about
the mood of Britain (5%).

Bobby Duffy, deputy managing director of Ipsos-MORI's Social Research
Institute, has seen a similar trend. 'Ask people about Britain and they
are pessimistic; ask about themselves and they're optimistic - it is the
exact opposite to how it was under Margaret Thatcher,' he says. 'There
is a perception gap between the personal and the national in areas such
as crime and healthcare, driven by what people read in the media and a
lack of trust in what the government tells us.'

Duffy argues that this situation is complicated further by people's
ability to hold apparently contradictory views. For example, there has
been a growing feeling that consumers can 'have it all', yet at the same
time people are concerned by issues such as sustainability and their
carbon footprint. Paradoxically, both views can be held by the same
person at the same time.

Amid this maelstrom of confusion and contradiction, consumers are
retreating into areas in which they feel safe and optimistic - family,
friends and colleagues. These personal networks will continue to grow in
importance, according to Nikki Crumpton, executive planning director at
McCann Erickson, who argues that consumers are 'insulating themselves
from everyday life by thinking small'.

Against this backdrop, brands that seem to offer stability are in a good
position. When asked which brands they would miss if they emigrated,
respondents plumped for classics such as Marmite and McVitie's -
products that offer reassurance and continuity. Brands including Bisto
have taken advantage of the situation, with its 'Aah night' ads
recognising the importance of time spent with family, as well as the
pressures that can limit it.

While the issues that upset or frustrate people are at a 'macro' level -
terrorism or climate change, for example - the things they are happiest
with are closer to home. Crumpton believes this current consumer mood
means they will not tolerate 'big' brands that distance themselves from
the customer and that they associate with the 'macro' world. Consumers
are instead looking for brands that are authentic and friendly. So for
supermarkets, for example, the emphasis is on local products or, in the
case of Asda, its store staff. Crumpton argues that brands such as
Innocent and Apple have succeeded by understanding the personal
connections they need to make with consumers and the tone of voice they
must adopt; categories such as financial services and cars may have more
work to do.

These findings do not mean there is no future in mass-market brands. But
to succeed in Brown's Britain, they must reject the temptation to assume
their size will be something to shout about. 'Big brands can still work,
but they have to act in a small way,' concludes Crumpton. 'It's about
humility. Brands have to connect in real ways or give something
back.'

LET DOWN BY LABOUR

The wave of optimism that swept Britain in the latter half of the 90s
has given way to disappointment. The Labour government has, in many
people's eyes, failed to deliver, with 67% believing that the new
millennium 'has been a disappointment for Britain so far', and 78% that
the government 'is not doing a good job of making people feel
better'.

LACK OF RESPECT

The government's much-touted Respect agenda does not seem to be changing
people's attitudes. When asked what makes them sad about Britain, 'loss
of respect in society' was mentioned by 64% of respondents - well ahead
of issues such as war (46%) and debt (33%).

ANGRY ISLAND

When asked what made them most angry about Britain, the most mentioned
factor was race relations, cited by 58% of respondents. Second was crime
(52%), followed by terrorism (49%) and the cost of living (47%). The war
in Iraq came eighth.

FEAR FACTOR

Bird flu, terrorism and climate change have caused unease, with 72% of
respondents believing that 'Britain is more unstable now than it was at
the start of the 21st century'.

POWER TO THE PEOPLE OR A NEW CONTROL FREAK?

When asked what was currently making them most happy about Britain, 32%
mentioned the change in prime minister - not a huge proportion, but
enough to make it the most common answer. Second was a good economy,
mentioned by 20%. As this is something Brown can easily associate
himself with, this finding should be good news for our new leader. Less
positive for Brown is the finding that 43% said standards in public
services made them angry, while 41% were angered by politics in general.
Brown's early talk of safeguarding civil liberties and handing more
power to the people may be spot-on. The focus group research revealed
unease with a government seeking more control over people's lives. CCTV
cameras were mentioned frequently in this context, while the focus group
in Sheffield talked of a 'do-gooder' society that made them feel
uncomfortable.

ENDURING FAVOURITES

Brands that build an emotional attachment with consumers will win out in
Brown's Britain. When asked which brands they would miss if they left
Britain, the top five were traditional names representing stability.
Heinz was cited by 20%, followed by Marmite (12%), McVitie's (10%),
Bisto (8%) and Hovis (5%).

HOME TRUTHS

Life is becoming less certain at a personal as well as a national level,
with 22% of respondents saying they wished their home life was more
stable - a figure that rose to 40% in the 18- to 24-year-old
demographic. Debt was frequently mentioned in the qualitative research,
as was the inability to get on the property ladder.

IDENTITY CRISIS

Against a backdrop of devolution and immigration, 53% of respondents
agreed with the statement 'I don't know what it means to be British'.
These feelings were strongest among Britons in the lowest social
demographic.