Diamond Jubilee jollity is starting to sweep the nation and 61% of Brits agree that the event will be good for the country, compared to just 53% of people who believe that the Olympics will bring a boost to Britain. Research by JWT London’s Business Intelligence unit shows that our newly optimistic outlook is down to the boost we think the Jubilee will bring to tourism and a better image of Britain around the world. We’re also expecting a greater sense of community and national pride.
Although just 1 in 5 of us has already planned a Jubilee party, there’s an uncharacteristic dearth of grouches and curmudgeons among us too – just 2% of Brits say they plan to get away from all the fuss.
In fact, our Queen is cresting a wave of popularity in her 60th year as monarch; 25% of Brits singled out the Royal Family as the institution that makes them most proud to be British, over and above perennial favourites including the NHS and the BBC.
The Queen herself was chosen as our greatest living British icon (44% agree) trouncing the likes of the nation’s new sweetheart Kate Middleton and David Beckham. More than 70% of us think the Queen is a great ambassador for Britain who sets a good example to the nation and encourages national unity. And in times of austerity it’s important to note that two-thirds of us say she’s worth every penny in taxes.
As for the occasion itself, just taking the time to get together with others is what seems to strike a chord with many and this particularly resonates with younger (18-39, 56%) and older respondents (60+, 57%). More than twice as many in these groups choose bringing the community together as a reason to celebrate compared to those in the 40-59 age bracket (27%). Our middle-aged group particularly wants to mark the historic occasion – perhaps wanting to share this once-in-a-lifetime experience with family (80%).
Alison Ashworth, Head of Planning at JWT London commented: “We Brits can sometimes be a downbeat bunch, so much so that we even believe one of our defining national traits is our tendency to moan. But for all the cynicism and ambivalence, the Queen’s Jubilee is bringing about an uncharacteristic optimism for most people in Britain.”
Note: JWT London surveyed 300 British consumers in May 2012 using our bespoke UK SONAR research panel.
Click here to view the press release
Why do you plan to celebrate the Queen’s Diamond Jubilee? (Ranked on Total)
|
Total |
18-39 |
40-59 |
60+ |
|
| It’s an important historic occasion |
66% |
69% |
80% |
48% |
| To bring the community together |
48% |
56% |
27% |
57% |
| I’m proud to be British |
41% |
35% |
57% |
33% |
| I’m a Royal fan |
29% |
8% |
42% |
46% |
| It’s just an excuse to have a party |
20% |
38% |
18% |
0% |
| Other |
5% |
0% |
4% |
13% |
Following the Queen’s Jubilee, what do you think will be different about Britain in the future?
|
Total |
|
| Tourism will increase as a result |
33% |
| People around the world will have a more positive image of Britain |
28% |
| We will feel a stronger sense of national identity |
27% |
| We will be prouder as a nation |
26% |
| There will be a stronger sense of community |
24% |
| This will bring the country closer together |
23% |
| Our mood will shift to become more optimistic |
19% |
| People will be more interested in buying British |
14% |
| The name Elizabeth will become the number one girl’s name in Britain |
12% |
| The economy will recover more quickly |
10% |
| ‘Staycations’ (domestic tourism) will boom |
10% |
| We will become a nation of flag-flying royalists |
9% |
| There will be a baby boom |
6% |
Thinking about the Queen, how much do you agree or disagree with each of the following?
|
Agree |
|
|
(net) |
|
| She’s a great ambassador for Britain |
86% |
| She’s worthy of the crown |
83% |
| She sets a good example for the nation |
78% |
| She encourages national unity |
73% |
| She’s worth every penny in taxes |
65% |
| She should abdicate in favour of William |
35% |
| She should abdicate in favour of Charles |
21% |