John Lewis Britain's favourite brand, according to McCann report

Cautious and plodding brands are winning the day, according McCann London's annual report into the mood of the UK, which found John Lewis was Britain's favourite brand.

John Lewis: the bear and the hare Christmas ad by Adam & Eve/DDB
John Lewis: the bear and the hare Christmas ad by Adam & Eve/DDB

McCann’s intelligence unit, Truth Central, compiled the 'Moody Britain' report after holding focus groups and sending out surveys. It found that middle-of-the-road brands were preferred to risky and aggressive brands. John Lewis came top of the poll, picked by 50 per cent of people, up ten percentage points on the previous year.

According to McCann, people also picked stability, caution and sustainability as the values they wanted pushed to the front as Britain begins to rebuild after the economic turmoil in recent years.

Reflecting this, Canada and Germany showed the biggest improvement in the question about which countries provide the best template for Britain as a society. Canada rose from 42 per cent to 48 per cent, while Germany rose from 29 per cent to 36 per cent.

Facebook, as a brand, took a battering in the poll, with 33 per cent agreeing that it had "acted in a manner that could be described in any way as ‘immoral’". This was more than any other company included in the survey, including McDonald’s and Royal Bank of Scotland.

Elsewhere in the report, more Britons described the nation’s mood as hopeful than at any time since the survey began in 2007. A large number of people – 37 per cent – still described the nation’s mood as "angry", but this was down from 69 per cent in 2009.

Despite the drop in anger levels, the number of people who agreed that immigration and the economy were the two largest causes of frustration rose from 15 per cent to 22 per cent. Only 13 per cent of people surveyed said they would rate the mood of the UK as "happy", however.

More optimistically, the percentage of Britons who agreed that, "despite its faults, Britain is still a great country to live in", rose to 69, the highest it has been since 2007.

McCann Truth Central held five focus group sessions across the UK – each comprising eight participants – and used a survey of 2016 people conducted by Research Now between 16 and 18 August to compile its' Moody Britain' report.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More