pleasing more of the people more of the time an insight into the thinking of ‘big britain’...

Pleasing More Of The People MoreOf The Time

An Insight Into The Thinking Of ‘Big Britain’

Presentation to FDIN Premiumisation seminar

www.yourfuturelondon.com

Contents

• What is Big Britain?

• Why Big Britons are important

• What Big Britain means for ‘premium’

• Big Britain’s ‘New Premium’ food and drink territories


What is Big Britain?


A study about a large group of people who have been hidden from view but who are now starting to emerge and to drive change in society

The Big Britain Story

‘Middle England’ is this a true representation?

A gap in consumer knowledge


Why Big Britons are Important


A more positive and relevant description of the people at

the heart of the country


Big Britain is going to drive key changes in society

Why Is Big Britain Important - 3 Reasons

Most businesses and brands depend on Big Britain for success or failure

Big Britain represents £238 billion of spending power

Consumer Research / TGI


THERE ARE20 MILLION

ADULTS WHOSHARE THE VALUES AND

WORLD VIEWS OF

TGI

Why Is Big Britain Important?


Big Briton’s Are A Valuable Audience For Food Companies And Retailers

Last year Big Briton’s spent 78% more than the national average on food.Last year Big Briton’s spent 78% more than the national average on food.

Over 59% of Tesco’s shoppers and 84% of Waitrose shoppers are Big Briton’s.



Big Britain Is Not Divided By Demographics

• 64% of Big Britain’s are ABC1 against 57% for the population



OLD FASHIONED

The Image Of Middle England

• Acacia Avenue• Margo and Jerry

OUT OF DATE

• Conservative(with a small ‘c’)• Quiet suburbs

RESISTANT TO CHANGE

• Daily Mail readers• Victor Meldrew


The term ‘Middle England’ is unhelpful because this large group is not connected by:• place• class• wealth• age

The Research Has Found…

They are connected by their values

Agreement with the Big Britain values can be the same whether you are 25 or 70


Middle England

“Middle Englanders = Middle class, sounds old fashioned, we are all living different lives

– alternative lifestyles” (55+ North)


3 MEGA DRIVERS OF BIG BRITAIN

AND 10 KEY INFLUENCERS

BIG BRITAIN HUNGER FOR DEEP CHANGE IN LIFE, COMMUNITIES

AND WORLD ISSUES


FACTS

1 PASSIONATELY SEEKING CHANGE

84% of Big Britain strongly agree it’s important to continue learning new things throughout life

64% of Big Britain strongly agree that they are open to new idea and new solutions

“We are thinking about new and different ways of looking at life, different perspectives and being more open minded”



FACTS

2 WANT TO KNOW THE TRUTH IN ORDER TO SIMPLIFY AND CONCENTRATE ON WHAT’S IMPORTANT

95% of Big Britain strongly agree it’s important for the government and business to be honest

78% of Big Britain likes to question things and consider themselves open minded

“I want the truthful stories; real facts to know what’s behind the story”



FACTS

3 DEEPLY CONCERNED ABOUT THE ENVIRONMENTAL IMPACT ON THE WORLD THEY LIVE IN

86% of Big Britain strongly agree we have to come together for the good of our community and the environment

84% of Big Britain strongly agree everyone should take more responsibility for the environment

“We want a more green way of thinking without being miserable or without being hippies”



Big Britain is open-minded

Big Britain is looking for alternative solutions…to

everything

Big Britain want to better themselves

Big Britain is motivated by quality of life not just quantity of

things

Big Britain want substance

Big Britain wants to simplify their lives

Big Britain will make environmentalism mainstream

Big Britain wants to trust

Big Britain rebels against injustice

Big Britain wants to create a feel good factor

BIG BRITIAN’S 10 KEY INFLUCENERS

1

2

3

4

5

6

7

8

9

10



MIDDLE ENGLAND

Conservative

Resistant to change

Followers – not leaders

Open minded

Exploring alternatives

Ambitious to make life better

vs

vs

vs

vs



•66% strongly agree they are increasingly concerned about

injustices in the world

Underlying Values Are Becoming More Mainstream



•81% strongly believe we need to act together for the good of the community and the environment

Underlying Values Are Becoming More Mainstream



New Issues Emerging

RISE OF THE CIVIC CONSCIENCE IN THE CENTRE GROUND


What is driving this

• Desire for more joined up thinking in society as whole to tackle threats posed by;— Social exclusion/dysfunctional families— The Challenge of climate change— Dwindling natural resources

• A desire for greater social and civic responsibility across society (and old party lines)

• A reassessment of consumerist values

• A desire for a new moral framework

• The self/civic cycle


From To

“CIVIC”2000 - 2040

“SELF”1950s – 1990s

Big Britain In Context

Middle England

BB1 BB2


WHAT INFLUENCES THEIR CHOICES?

WHAT ARE BIG BRITONS LIKE AS CONSUMERS?


Big Britain Are The Conscientious Consumer

Considered

Questioning

Smart

Interested in a company’s philosophy


BECAUSE IT’S USING IT’S COLLECTIVE AND FINANCIAL POWER TO CHOOSE BRANDS, PRODUCTS AND SERVICES

WHICH FIT WITH IT’S VALUES

Why Will Big Britain’s Conscientious Consumer Become Influential?


The predictive majority – driving mainstream changes


Reaction At The Time in 2005

• Too much emphasis on environmentalism

• FairTrade sales are small

• Tescos are too successful to worry about negative perceptions

• People say ‘that’, but do they do anything about it?


What Happened?

M&S Carbon M&S Carbon reduction reduction

programme + programme + Look Behind Look Behind

the Labelthe Label


Sunday Times Sunday Times launch launch

Concerned Concerned Consumer Consumer

IndexIndex

What Happened?


Tescos / big Tescos / big supermarket supermarket

backlashbacklash

What Happened?


Examples Of Big Britain Communities At Work


What Big Britain Means For ‘Premium’


BIG BRITAIN’S CHANGING VALUES ARE CHANGING WHAT THEY WANT FROM A PREMIUM

OR LUXURY PROPOSITION


Driving Change

Big Britain definitely agree they like to try out new food products130 BB versus 61 non BB

“I’m very concerned about the fact we eat so much crappy polluted and denatured food”.

69% of Big Briton’s only buy products from companies whose ethics they agree with

Big Britain definitely believe it is worth paying more for organic food129 BB versus 62 non BB



Big Britain Attitudes to Retail / Food

BB NBB

I’m prepared to pay more for organic food 116 75

I buy free range products whenever I can 114 77

I only shop at supermarkets that sell fresh quality food

112 81

I would never buy food that has been genetically modified

113 78

Source: BB06 Retail


Underlying Values Are Increasingly Diverging From Non BIG Britain’s

• Think we should strive for equality

for all index 121

• How I spend my time is more important than the money I

make index 118 Consumer Research /

TGI


FACT

There Is A New Kind Of Conscientious Consumption That Is In Contrast To The Materialistic Ideal Of The Consumer

73% strongly agree money is not the best measure of success


“It’s not meaningful simply to be a

consumer?”


This Is Creating A Reassessment Of ‘Premium’

• Aspirations are changing

• Traditional luxury isn’t differentiating

• Democratisation of traditional luxury concepts

• Post – bling

• Still want ‘special’ but subtler and more subjective Contemporary snobbery more around

ability to appreciate than price tag


Yesterday And Today

Yesterday Power Ownership Ostentation/Conspicuous success Badging Rich indulgent styles

Today Chav Luxury The devaluation of traditional luxury / status

concepts Emergence of more considered consumption More subjective status Traditional artisan Rejection of Bling Arrival of the experience economy


Premium Product Motivations

A treat Ican appreciate(Inascendancy)

For show


The Value Of This Insight For Innovation

• How to more uniquely apply existing category genes and properties

• How to frame them in a way that creates new benefits

• How to frame them in a way that differentiates

Innovation = Insight that reframesInnovation = Insight that reframes


Keys to Successful Reframing

Big Britain (predictive majority)

• Changing values

• Evolving attitudes

• Changing behaviour


Premium Food and Drink – New Aspects are coming into the foreground for Big Britain

• Beyond purely indulgent ‘luxury’ styles – a new appreciation of something’s intrinsic value

• New added value concepts from health, eco-chic to creating mental time/space

• Restoring a ‘feel good’

• Extra dimension of play for the everyday

• Life affirming experiences

• Basic as premium – closer to source, truer to the food – ‘unplugged’

• Development of personal learning

• Discriminating knowledge and connoisseurship


Big Britain’s ‘New Premium’ food and drink territories


New Premium Territory Map – Areas That Resonate With Big Britain

British Classic

Knowledge and Connoisseurship

Unplugged Luxury

Eco - Chic

Intrinsic qualities

Extrinsic qualities

Passive Appreciation

Active Participation

Playfulness and Fantasy


Cultivating Knowledge and Connoisseurship


Cultivating knowledge and Connoisseurship

Premium Mindset• Cultivating a knowledge and appreciation of a product’s intrinsic

qualities (production or style) • Something that rewards my attention and appreciation – it

doesn’t immediately reveal all of itself. • A discerning appreciation of idiosyncrasies

Product Implications• Layers you can appreciate over time• Access to rare limited source ingredients or heir loom varieties• No two are identical – portraying fractional differences

Positioning Implications• You have to be ‘in the know’ to fully appreciate it• Gives you access to something you couldn’t otherwise

experience• Myths of production ‘rolled on the thighs of virgins)• Gives you access to something you couldn’t appreciate before • Easy connoisseurship (passport)

Packaging Implications• Sells the story behind the intrinsic qualities of the product -

offers a language of appreciation• Packaging may be unassuming to make a hero of the contents


Eco - ChicEco - Chic


Eco - Chic

Premium Mindset• Pairing back to fewer but better luxuries – better

basics• Truth, transparency and trust• So ‘good’ it’s bad

Product Implications• Closer to source – so basic it’s premium• The simple guarantees of quality, ‘less done better’• Sustainable

Positioning Implications• Understated integrity and authenticity of experience• Noble ideals in a world of weakness• Ultimate quality, made with passion and care• Pure, unadulterated and closer to source – true to

the food• A virtuous experience• A new respect for the food

Packaging Implications• Evoking the efforts and lengths people have gone to • Intensity of natural resource use labelling


Creating a British Classic


Creating a British Classic

Premium Mindset• The desire to experience and reconnect with the

best of local British food culture

Product Implications• Using British / regional recipes, formats and

ingredients

• Re-contemporising the traditional

Positioning Implications• The brand of the producer – in branding terms closer

to source

Packaging Implications• Identifying with regions, British symbols


Unplugged Luxury-creating time and spaceUnplugged Luxury-creating time and space


Unplugged luxury – creating time and space

Premium Mindset• Creating more mental space and time

• When I want to find my own space

Product Implication• A product which requires time to make and experience

• A depth of taste/intensity to savour

Positioning Implications• The elemental values of being ‘unplugged’

• Offers a sanctuary for the mind – the ultimate you time

• Offers inner peace – food for the soul

• Helps you create time and space in your day

Packaging Implication• Your ultimate reward, could be packaged like a trophy,

a prize

• Use of natural materials to create an unplugged feel


Playfulness and FantasyPlayfulness and Fantasy


Playfulness and Fantasy

Premium Mindset• Brings delight and play to the everyday

• A flight of fancy

• An extension of the self – a creative proposition

Product Implication• Sensuality of experience

• Contrasting tastes, textures, sensory stimuli

Positioning Implications• The ‘lighter’ or ‘darker’ side of life

• Female and flirtatious

• Restoring the feel good

Packaging Implication• Evolving the character and personality of the food

• Playful, rule breaking

pleasing more of the people more of the time an insight into the thinking of ‘big britain’...

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