Brexit still use­ful tool to know con­sumers

Campaign UK - - NEWS - By Gur­jit De­gun

How con­sumers feel about Brexit is still a use­ful mea­sure for mar­keters, but last week’s gen­eral elec­tion shows that Bri­tain is con­tin­u­ing to change.

When the UK voted to leave the Euro­pean Union a year ago, the nation was split into Leavers and Re­main­ers. In light of last week’s elec­tion, should brands still di­vide con­sumers ac­cord­ing to how they voted in the ref­er­en­dum?

Emily James, chief strat­egy of­fi­cer at Y&R Lon­don, thinks peo­ple still de­fine them­selves as be­ing pro- or anti-brexit. “The Brexit vote re­vealed a di­vi­sion in peo­ple’s val­ues,” she said, adding that this is not some­thing that will change quickly.

James at­trib­uted Jeremy Cor­byn’s bet­ter-than-ex­pected per­for­mance to how much the Labour leader ap­pealed to peo­ple’s val­ues.

“[We shouldn’t] think of it as Leavers and Re­main­ers but more the val­ues that un­der­pin peo­ple’s vot­ing, and brands have an op­por­tu­nity to tap into those val­ues.”

Labour’s strong per­for­mance was most marked in ar­eas that voted Re­main, while the Con­ser­va­tives picked up votes in con­stituen­cies that saw 60% or more vot­ing Leave, Deb­o­rah Mat­tin­son, a found­ing part­ner at Bri­tain­thinks, ex­plained.

“If it wasn’t the ‘Brexit elec­tion’ in mes­sage terms, it may still have been in terms of the out­come,” she said. “This sug­gests that fall­out from the ref­er­en­dum had a greater im­pact on the po­lit­i­cal land­scape that at first seemed the case.”

Mark Lund, Mccann World­group’s UK chief ex­ec­u­tive, said the elec­tion re­sult shows that Bri­tain con­tin­ues to change.

“It’s very com­plex,” he said. “To get into dividing peo­ple into Leave or Re­main is to miss the big­ger pic­ture, which is an evolv­ing Bri­tain. Mar­keters should look at what peo­ple want to put their faith in – and that’s brands that have a pur­pose.”

Newspapers in English

Newspapers from UK

© PressReader. All rights reserved.