Brands, tabloids and the government are out of touch with UK adults

Opinium Research conducted a study on behalf of creative agency Crispin Porter + Bogusky (CB+P) as part of a wide-reaching project looking at social identity, populism and brands in the UK.

One of the key findings showed that a significant number of British adults do not feel that they were well represented. Two fifths (42%) of British adults feel that tabloid newspapers do not represent them, whilst a third (32%) don’t feel that the broadcast media represent them and 27% feel the same way about broadsheet newspapers.

Online networks scored highest in a list of organisations that ‘talk to people like me’, with half (49%) of UK adults agreeing versus the media at 33%. The government came in at just 24%. 

Statistically, more men than women feel the brands they purchase don’t talk to people like them (45% vs 39% respectively). Perhaps in upping their game with regards to better understanding the modern woman, marketers have lost focus on men.  

One brand that does statistically resonate more with UK adult men than women is Brand Trump, with 22% of men surveyed saying they would have voted for Trump if they had the option, versus just 10% of women.

The survey compared and contrasted responses from ten regions in the UK, and found that responses from those living in London varied significantly from the rest of the country. While more Londoners feel the government, brands and media are talking to them, the exact inverse is true for those living outside London.


Read more about the research here.