Pleasing More Of The People More Of The Time An Insight Into The Thinking Of ‘Big Britain’ Presentation to FDIN Premiumisation seminar

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 ARE 20 MILLION ADULTS WHO SHARE 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. Over 59% of Tesco’s shoppers and 84% of Waitrose shoppers are Big Briton’s. Consumer Research / TGI

Big Britain Is Not Divided By Demographics 64% of Big Britain’s are ABC1 against 57% for the population Consumer Research / TGI

OLD FASHIONED The Image Of Middle England Acacia Avenue Margo and Jerry OUT OF DATE Conservative (with a small ‘c’) Quiet suburbs RESISTANT TO CHANGE Daily Mail readers Victor Meldrew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” Consumer Research / TGI

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” Consumer Research / TGI

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” Consumer Research / TGI

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 Consumer Research / TGI

MIDDLE ENGLAND Conservative Resistant to change Followers – not leaders Open minded Exploring alternatives Ambitious to make life better vs Consumer Research / TGI

66% strongly agree they are increasingly concerned about injustices in the world Underlying Values Are Becoming More Mainstream Consumer Research / TGI

81% strongly believe we need to act together for the good of the community and the environment Underlying Values Are Becoming More Mainstream Consumer Research / TGI

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

FromTo “CIVIC” “SELF” 1950s – 1990s Big Britain In Context Middle England BB1BB2

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 reduction programme + Look Behind the Label

Sunday Times launch Concerned Consumer Index What Happened?

Tescos / big supermarket backlash 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 products 130 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 food 129 BB versus 62 non BB Consumer Research / TGI

Big Britain Attitudes to Retail / Food BBNBB I’m prepared to pay more for organic food11675 I buy free range products whenever I can11477 I only shop at supermarkets that sell fresh quality food I would never buy food that has been genetically modified 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 Consumer Research / TGI “ 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 I can appreciate (In ascendancy) 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 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 - 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 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

42: The creative side of my brain is taking the day off... To take full advantage of Flickr, you should use a JavaScript-enabled browser and install the latest version of the Macromedia Flash Player. install the latest version of the Macromedia Flash Player I *heart* Paige Jeans Playfulness 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