‘Speaking Middle English’ A study on the Middle Classes by BritainThinks
Introduction About BritainThinks
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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 Middle Class…
Overview: Why the Middle Classes matter 7-out-of-10 self identify as Middle Class Q. If you had to say which social class you belong to, which would it be?
Upper Upper middle
0% 7%
Middle
43% 21%
Lower middle Working Not sure
24% 4%
*Based on ONS GB population estimates: 47.3 million adults
71%
33.6 Million Adults
Overview: Why the Middle Classes matter Because the Middle Classes… - 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%)
Overview: objects that sum-up Middle Classes
Overview: objects that sum-up Middle Classes
‘Speaking Middle English’
SIX MIDDLE CLASS SEGMENTS
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
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)
Overview: The Six Middle Class Segments Comfortable Greens 17.8% of Middle Classes, 12.6% of General Population 6.0 Million Adults
8.2%
Urban Networkers 17.5% of Middle Classes, 12.4% of General Population 5.9 Million Adults
Deserving Downtimers
17.8%
20.9%
11.3% of Middle Classes, 8.0% of General Population 3.8 Million Adults
17.5%
Bargain Hunters 24.3% of Middle Classes, 17.2% of General Population 8.1 Million Adults
Daily Mail Disciplinarians 20.9% of Middle Classes, 14.9% of General Population 7.0 Million Adults
Squeezed Strugglers 8.2% of Middle Classes, 5.8% of General Population 2.7 Million Adults *Based on ONS GB population estimates: 47.3 million adults
24.3%
11.3%
Overview: The Six Middle Class Segments Comfortable Greens 17.8% of Middle Classes 6.0 Million Adults
8.2%
Urban Networkers 17.5% of Middle Classes 5.9 Million Adults
Deserving Downtimers
17.8%
20.9%
11.3% of Middle Classes 3.8 Million Adults
17.5%
Bargain Hunters 24.3% of Middle Classes 8.1 Million Adults
Daily Mail Disciplinarians 20.9% of Middle Classes 7.0 Million Adults
Squeezed Strugglers 8.2% of Middle Classes 2.7 Million Adults *Based on ONS GB population estimates: 47.3 million adults
24.3%
11.3%
SEGMENT 1: Comfortable Greens
17.8% of Middle Classes; 12.6% of General Population; 6.0 Million Adults Who they are
Objects that sum-up the ‘middle classes’:
24%
- 66% aged 55+ - 44% retired
Most likely segment to…
Resources
% living in rural area
29%
Have a Degree as highest educational attainment Read a local newspaper
Middle Class Comfortable Greens
2nd most likely segment to have £20k+ in savings & investments (52%, 38% all MC)
% who own home outright (no mortgage) Comfortable Greens Middle Class
55%
37%
“I worry about the future to a degree, about my granddaughter's future and environmental issues”
SEGMENT 1: Comfortable Greens
17.8% of Middle Classes; 12.6% of General Population; 6.0 Million Adults Interests
Attitudes
“The Independent is a campaigning newspaper, genuinely so”
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. XFactor)
40% taken part in campaign (26% all MC)
% do everything they can to buy from brands with strong ethical/environmental reputation Comfortable Greens Middle Class
58% 29%
More likely than other segments to…
Worry about ‘lost generation’ of young people (61%, 50% all MC)
Least likely segment to…
Prefer taking on debt to cutting spending (87% don’t, 78% all MC)
“Supermarkets are the baddies”
SEGMENT 1: Comfortable Greens
17.8% of Middle Classes; 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
-
Overview: The Six Middle Class Segments Comfortable Greens 17.8% of Middle Classes 6.0 Million Adults
8.2%
Urban Networkers 17.5% of Middle Classes 5.9 Million Adults
Deserving Downtimers
17.8%
20.9%
11.3% of Middle Classes 3.8 Million Adults
17.5%
Bargain Hunters 24.3% of Middle Classes 8.1 Million Adults
Daily Mail Disciplinarians 20.9% of Middle Classes 7.0 Million Adults
Squeezed Strugglers 8.2% of Middle Classes 2.7 Million Adults *Based on ONS GB population estimates: 47.3 million adults
24.3%
11.3%
SEGMENT 2: Urban Networkers
17.5% of Middle Classes, 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)
Most likely segment to…
Live in London (20%, 13% all MC)
Least likely segment to…
Be married (49%, 59% all MC)
Resources
Objects that sum-up the ‘middle classes’:
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.”
TENURE 41%
37% 12% Own outright
2nd most well-off in terms of annual household income
Middle Class 51%
Urban Networkers 14%
25%
Own w/ Privately rent mortgage or loan
SEGMENT 2: Urban Networkers
17.5% of Middle Classes, 12.4% of General Population; 5.9 Million Adults Interests LIKELY TO: Exercise regularly Watch US Dramas Eat take-away food Watch X-Factor
Attitudes LESS LIKELY TO: Watch News at 6 Watch Strictly Come Dancing
Read a newspaper each day (81%, 72% for all MC) Most likely segment to…
Read The Times (20%, 15% all MC) Use Social Networking sites regularly (14%, 8% all MC)
ASPIRATION & CAREER FOCUS Most likely segment to…
Say it’s important they are better off in 10 yrs (88%, 53% all MC)
Most likely segment to…
Say fulfilling their career is important (76%, 43% all MC)
Less likely to…
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
“I've got a fulfilling and happy family life, but I am busy, tired and rushed”
Urban Networkers Middle Class
29% 39%
SEGMENT 2: Urban Networkers
17.5% of Middle Classes, 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
Overview: The Six Middle Class Segments Comfortable Greens 17.8% of Middle Classes 6.0 Million Adults
8.2%
Urban Networkers 17.5% of Middle Classes 5.9 Million Adults
Deserving Downtimers
17.8%
20.9%
11.3% of Middle Classes 3.8 Million Adults
17.5%
Bargain Hunters 24.3% of Middle Classes 8.1 Million Adults
Daily Mail Disciplinarians 20.9% of Middle Classes 7.0 Million Adults
Squeezed Strugglers 8.2% of Middle Classes 2.7 Million Adults *Based on ONS GB population estimates: 47.3 million adults
24.3%
11.3%
SEGMENT 3: Deserving Downtimers
11.3% of Middle Classes, 8.0% of General Population; 3.8 Million Adults Who they are % aged 55+ 74% 40%
Deserving Downtimers
Highest % of rural dwellers
Objects that sum-up the ‘middle classes’:
Be married (78%, 59% all MC) Most likely segment to…
“Our generation have had it best”
% saying their children will be upper middle / middle class
Have grandchildren (49%, 27% all MC) Own their home outright (73%, 37% all MC)
Middle Class
Resources
Be retired (57%, 27% all MC)
% with provisions in place for comfortable retirement 98% 54%
Deserving Downtimers
Middle Class
79%
65%
Most likely segment to place themselves in top two fifths of earners
Deserving Downtimers
Middle Class
SEGMENT 3: Deserving Downtimers
11.3% of Middle Classes, 8.0% of General Population; 3.8 Million Adults Interests LIKELY TO: - Read - Do gardening - Eat out - Watch Natural History TV
Attitudes LESS LIKELY TO: - - -
Eat Fast food Watch US dramas Watch X-Factor
More likely than other segments to think…
Burden from Britain's economic troubles are being fairly shared across society (23%, 16% all MC)
Least likely segment to say…
Government doesn't do anything for people like me (19%, 40% all MC)
% taking 2 or more weekend breaks in UK in last 2 years 45%
Deserving Downtimers Middle Class
% saying I have plenty of time for myself
38% 77%
Deserving Downtimers
“We’ve done hectic jobs in the past – it’ll be nice to work less and travel more”
Middle Class
56%
SEGMENT 3: Deserving Downtimers
11.3% of Middle Classes, 8.0% of General Population; 3.8 Million Adults Family Future
Politics
Most likely to turnout
% saying they would definitely vote in election tomorrow 84%
Deserving Downtimers Middle Class
Brands
+
“+” – tend to say they like “-” – tend not to say they like
-
69%
More likely to vote Con. (53%, 36% all MC) Less likely to vote Labour (16%, 22% all MC)
“The National Trust stands out – the preservation of the country’s heritage”
Overview: The Six Middle Class Segments Comfortable Greens 17.8% of Middle Classes 6.0 Million Adults
8.2%
Urban Networkers 17.5% of Middle Classes 5.9 Million Adults
Deserving Downtimers
17.8%
20.9%
11.3% of Middle Classes 3.8 Million Adults
17.5%
Bargain Hunters 24.3% of Middle Classes 8.1 Million Adults
Daily Mail Disciplinarians 20.9% of Middle Classes 7.0 Million Adults
Squeezed Strugglers 8.2% of Middle Classes 2.7 Million Adults *Based on ONS GB population estimates: 47.3 million adults
24.3%
11.3%
SEGMENT 4: Bargain Hunters
24.3% of Middle Classes, 17.2% of General Population; 8.1 Million Adults Who they are % aged 44 or younger 52% 40%
Bargain Hunters
More likely than other segments …
Middle Class
Resources More likely than other segments to think…
Be worried about unemployment (59%, 36% all MC)
Less likely than other segments to say…
Be confident of having enough money to make ends meet (29%, 70% all MC)
To live in rented accommodation (18%, 14% all MC)
Objects that sum-up the ‘middle classes’:
For secondary school education to be the highest educational achievement (41%, 37% 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 Middle Class
51% 42%
SEGMENT 4: Bargain Hunters
24.3% of Middle Classes, 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%
25%
Bargain Hunters
Middle Class
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
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 Middle Class
36% 24%
More likely than other segments to think…
They don’t have time / money to check whether products are ethically sourced (48%, 33% all MC)
Less likely than other segments to say…
Feeling part of my local community is important (20%, 40% all MC)
SEGMENT 4: Bargain Hunters
24.3% of Middle Classes, 17.2% of General Population; 8.1 Million Adults Family Future “With my girls, it’s all about looks, possessions, comparisons”
Politics 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
“Petrol is a nightmare: it’s gone up and up”
Brands
“+” – tend to say they like “-” – tend not to say they like
More likely than other segments to say they are always in the hunt for a bargain
+
-
Overview: The Six Middle Class Segments Comfortable Greens 17.8% of Middle Classes 6.0 Million Adults
8.2%
Urban Networkers 17.5% of Middle Classes 5.9 Million Adults
Deserving Downtimers
17.8%
20.9%
11.3% of Middle Classes 3.8 Million Adults
17.5%
Bargain Hunters 24.3% of Middle Classes 8.1 Million Adults
Daily Mail Disciplinarians 20.9% of Middle Classes 7.0 Million Adults
Squeezed Strugglers 8.2% of Middle Classes 2.7 Million Adults *Based on ONS GB population estimates: 47.3 million adults
24.3%
11.3%
SEGMENT 5: Daily Mail Disciplinarians
20.9% of Middle Classes, 14.9% of General Population; 7.0 Million Adults Who they are % aged 45+
Objects that sum-up the ‘middle classes’:
73% 59%
Dail Mail Middle Class Disciplinarians
Resources “Life is tough for the Middle Classes with so many scroungers”
39% are retired (27% for all MC) More likely than other segments to …
Send children to private school (2nd most likely seg.)
Less likely than other segments to …
Have been worried about unemployment (14%, 26% all MC)
Most likely segment to read the Daily Mail (30%, 21% all MC) Most likely segment to …
Live in the north of England (28%, 24% all MC)
More likely than other segments to …
Own their own home outright (51%, 37% all MC)
% saying they have enough savings to feel secure about future Dail Mail Disciplinarians
Middle Class
52%
32%
SEGMENT 5: Daily Mail Disciplinarians
20.9% of Middle Classes, 14.9% of General Population; 7.0 Million Adults Interests
Attitudes
LIKELY TO:
LESS LIKELY TO:
-
- -
Taking foreign holidays
Volunteer Eat take away food
% Agreeing that ‘parents are far too liberal these days Dail Mail Disciplinarians
Middle Class
“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 …
71%
59%
% Agreeing that ‘I find people who talk about the environment really boring Dail Mail Disciplinarians
Middle Class
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”
45%
29%
SEGMENT 5: Daily Mail Disciplinarians
20.9% of Middle Classes, 14.9% of General Population; 7.0 Million Adults Family Future
Politics
Brands
“I am happy with myself, but cynical about politics. The country is ruined” More likely to vote Conservative (50%, 36% all MC) Less likely to vote Labour (12%, 22% all MC)
“+” – tend to say they like “-” – tend not to say they like
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”
Overview: The Six Middle Class Segments Comfortable Greens 17.8% of Middle Classes 6.0 Million Adults
8.2%
Urban Networkers 17.5% of Middle Classes 5.9 Million Adults
Deserving Downtimers
17.8%
20.9%
11.3% of Middle Classes 3.8 Million Adults
17.5%
Bargain Hunters 24.3% of Middle Classes 8.1 Million Adults
Daily Mail Disciplinarians 20.9% of Middle Classes 7.0 Million Adults
Squeezed Strugglers 8.2% of Middle Classes 2.7 Million Adults *Based on ONS GB population estimates: 47.3 million adults
24.3%
11.3%
SEGMENT 6: Squeezed Strugglers
8.2% of Middle Classes; 5.8% of General Population; 2.7 Million Adults Half live in urban areas
Who they are Objects that sum-up the ‘middle classes’:
% with Degree as highest educational attainment Squeezed Strugglers Middle Class
28% 41%
Most likely segment to be divorced (10%) % with provisions in place for comfortable retirement
Resources Most likely segment to…
Have recently defaulted on loan / mortgage (15%, 6% all MC)
Least likely segment to…
Send kids to private school (8%, 13% all MC) Have taken a foreign holiday in last 12 months (52%, 75% all MC)
91%
7% Squeezed Strugglers
Middle Class
“I put buying things off – I have to think twice these days”
SEGMENT 6: Squeezed Strugglers
8.2% of Middle Classes; 5.8% of General Population; 2.7 Million Adults Interests
Attitudes
“I like a nice-ish bottle of wine. Nothing really expensive, but something we can enjoy”
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
Most likely segment to…
Say they don’t know who to trust nowadays
Least likely segment to…
Think if someone's not ill and been unemployed for more than a year they are probably not trying
% saying ‘government doesn't do anything for people like me’ Squeezed Strugglers Middle Class
70% 40%
“Make taxes fairer – stop squeezing the middle. Make the richest pay more”
SEGMENT 6: Squeezed Strugglers
8.2% of Middle Classes; 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
-
‘Speaking Middle English’
POLITICAL ATTITUDES
Political Attitudes How the Middle Classes & 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
Middle
Difference
Q. To what extent do you agree or disagree with each of the following statements? % AGREEING 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
61%
36% 56%
32%
58%
38%
57%
40%
I don't know who to trust nowadays
58%
42%
I don't have the energy to be active in my spare time I often feel lonely
22%
I see work as a means to an end Government doesn't do anything for people like me
40%
37
17% 16%
15%
37% 39%
20%
16%
41%
25%
24% 22%
51%
29%
25%
53% 54%
14% 14%
Political Attitudes How the Middle Classes & Working Class differ Q. Which party did you vote for in the 2010 general Election?
14
Conservative Labour
33 Middle Class
17
Lib-Dem
Working Class
25
16 23
Q. If there were a general election held tomorrow, which party would you vote for?
15
Conservative Labour Lib-Dem
36 22
7
12
38 Â
35
Working Class Middle Class
Political Attitudes The Six Segments Q. If there were a general election held tomorrow, which party would you vote for? Comfortable Greens
16
Urban Networkers Deserving Downtimers
10
Squeezed Strugglers
11 9
30
MARGINAL
33
27
15
Bargain Hunters Daily Mail Disciplinarians
26
MARGINAL
53
16 22
30
MARGINAL
50
12 12
37
9 39 Â
CON STRONG
CON STRONG
LAB STRONG
Political Attitudes The Six Segments Q. If there were a general election held tomorrow, which party would you vote for? Comfortable Greens
16
Urban Networkers Deserving Downtimers
10
Squeezed Strugglers
11 9
30
17.8% of MC
33
27
15
Bargain Hunters Daily Mail Disciplinarians
26
17.5% of MC
53
16 22
30
24.3% of MC
50
12 12
37
9 40 Â
11.3% of MC
20.9% of MC
8.2% of MC
Political Attitudes The Six Segments Q. If there were a general election held tomorrow, which party would you vote for? Comfortable Greens
16
Urban Networkers Deserving Downtimers
10
Squeezed Strugglers
11 9
30
22% ‘swing voters’
33
27
15
Bargain Hunters Daily Mail Disciplinarians
26
23% ‘swing voters’
53
16 22
30
14% ‘swing voters’
50
12 12
37
9 41
16% ‘swing voters’
14% ‘swing voters’ 19% ‘swing voters’
‘Speaking Middle English’
BRANDS
Brands Case Studies: Tesco & Sky
% saying Tesco is a brand that really understands what people like me are looking for
With which class, if any, would you most strongly associate Sky with? Associate with Working
55%
Working Class Middle Classes
Comfortable Greens
39%
Bargain Hunters Daily Mail Disciplinarians Squeezed Strugglers
Middle Classes
28%
Comfortable Greens
49%
Urban Networkers Deserving Downtimers
Working Class
36%
Urban Networkers
Associate with Middle 29% 23% 23%
25%
18%
Bargain Hunters
18%
Daily Mail Disciplinarians
34% 42%
Squeezed Strugglers 43 Â
41%
21%
Deserving Downtimers
45%
44%
46% 50% 49% 32% 34%
20%
43%
Brands The Middle Class Awards MOST TRUSTED BRAND
MOST MIDDLE CLASS CELEBRITY
1st
1st
2nd
2nd
=3rd
3rd
=3rd
4th
4th
5th
‘Speaking Middle English’ A study on the Middle Classes by BritainThinks
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 info@britainthinks.com 020 7845 5880