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Real Lives, Real Issues #2 : middle britain


For our second chapter, we interviewed adult members of what could be described as ‘middle-Britain’ – relatively affluent families in comfortable homes, near Southampton.

Cities like Southampton will be key battlegrounds in the 2015 general election. Last time around, they were closely fought between the three main parties, who shared the seats of Southampton Test, Southampton Itchen, Fareham and Eastleigh. In the recent Eastleigh by-election, the incumbent Liberal Democrats narrowly held off a strong UKIP vote. The results in 2015 could well act as a bellwether for the country as a whole. The three families we interviewed, despite superficial similarities, had contrasting views on the issues facing the country, and on who is best placed to tackle them.

They feel the need to keep abreast of current affairs.

The news and personal experience can provoke strong reactions.

They’re thankful for what they’ve got, but have concerns about the future.

They’re concerned about the effects of ‘modern parenting’.

So, what next?

To find out more about Real Lives, Real Issues and how and why they matter for your brands, please contact:

Ben Haley
Head of Insight
Ben.Haley@initiative.com

David Grainger
Head of Strategy
David.Grainger@initiative.com