August 3, 2012
Data point: Proud Britons see more multiculturalism at home
Great Britain has been firmly at the center of international attention as host of the Summer Olympics and with Queen Elizabeth celebrating her Diamond Jubilee. JWT London has tracked British pride since February, finding that it’s been “buoyant,” consistently scoring over 7 on a scale of 1-10 (“an impressive result for the nation of the underwhelmed”). The agency also took this opportunity to ask Britons how they feel about the nation, its people and its future (see the study here), conducting two surveys that included a total of 484 respondents using SONAR™, JWT’s proprietary online tool.
During the six decades since the queen took the throne, the U.K. has become far more multicultural—the one thing a majority of Britons agree on when asked how the country has changed—something clearly reflected in its food and drink (which 8 in 10 Brits pointed to when asked about ways the country is more multicultural). Perhaps because of the influx of other cultures, some feel Britain has become more open-minded and egalitarian. On the other hand, Britons do see some negative change, believing their country-folk are less polite and less hardworking, and that the nation is more polarized between the rich and the poor, perpetuating historic class divisions.
On a more upbeat note, almost two-thirds of Britons feel the Jubilee and the Olympics will be good for Britain as a whole, with increased tourism and an improved international reputation.