Brands stand accused of continuing to rely on regional stereotypes and clichéd portrayals in their advertising that fail to reflect UK consumers’ true identity, and, despite Brits’ clear preference for ads that reflect their local culture, many feel alienated and ignored.
So says a new study by WPP-owned GroupM and Mindshare – in partnership with Reach, Blis, Mobsta, Captify, Channel 5, JCDecaux and Sky – which reveals a disconnect between Britons in different regions, as well as between citizens, brands and national decision making.
“Shaping the Nation” interviewed 10,000 people across the UK and used both quantitative and qualitative research methodologies to gain a true insight into looks at how location ties into our identity and feelings.
For brands, government and mission-led organisations, understanding the mood of the nation can empower better campaigns with improved impact.
The study highlights that a third of people feel their local area is not being represented at all in advertising with just 6% feeling it is well represented.
Only 1 in 5 (20%) feel that advertisers successfully incorporate local references, and while city dwellers are more likely to appreciate existing locally nuanced ads, those in regional areas express frustration at being reduced to clichéd portrayals that fail to reflect their true identity.
The stereotyping trap to avoid
This overreliance on stereotypes is not only ineffective but also alienating. Two in five people (41%) say advertisers misuse local cues. This sentiment is particularly strong among those who already feel underrepresented in the media.
Less than a third of people in Scotland (32%) and under a quarter in Wales (24%) say brands use appropriate local dialect, terminology, and humour, a clear sign that advertisers need to do more to connect with the UK’s diverse audiences.
When advertisers do reflect regional nuances the impact is significant. Nearly 4 in 10 (39%) consumers say they are more likely to buy from brands that genuinely showcase different areas of the UK.
More than half (52%) of respondents agree that advertisers should be reflecting the values of communities in their content. People in well-represented areas are far more likely to enjoy advertising, but this positive sentiment remains largely concentrated in major cities.
Identity evolving
Perhaps unsurprisingly, less than a quarter of those living in Scotland (21%) and Wales (24%) would describe themselves as British. But while they may embrace Welshness or Scottishness, those in England are more reticent to identify with their nation.
Just over a third of Gen Z (36%) and Millennials (35%) in England use English as their main descriptor compared to just under half of Baby Boomers (43%) and the Silent Generation (45%). Englishness is not a distinct factor that, younger generations in particular, feel united by.
The importance of our locality to our sense of self also differs across the UK. In Northern Ireland and the North-East of England, over half (54% and 53%) say that ‘where I live now’ contributes to their sense of identity. This falls to 42% in London – perhaps reflecting the amount of people who move there as adults.
For some, where they grew up seems to be more important to a sense of identity – with two thirds of those in villages or the country (63%) pointing to it as key. For the general population, this figure is 56%.
The report maintains this shows that for advertisers looking to create impact, local representation of – for example – Scotland is just as important to get right when activating in London, given that where they grew up is how many people identify, whether they still live there or not.
An opportunity for nuanced local engagement
The study provides clear guidance on how advertisers can better connect with audiences across the country. For instance, consumers want to see their local food, drink, businesses, and natural landscapes reflected in advertising.
City residents gravitate toward arts, culture, and architecture, while those in coastal areas want to see their iconic landmarks. Countryside residents value heritage, whereas Northern regions take pride in seeing their humour and local sports reflected in campaigns.
In Wales and the South-West, where nature is highly cherished, the landscape itself plays a critical role in representation.
Over half (52%) of the respondents feel advertisers should reflect the values of people from all communities and locations in their advertising. According to the study, crucial to achieving this will be understanding the variation of different factors that matter to people across the nation.
The national perception of the evolving media landscape
TV remains the UK’s most trusted media platform, a total of 30% of people cite it as their most credible source of information. However, trust is heavily influenced by age. Among those aged 75 and above, trust in the TV soars to 50%, while for Gen Z, it drops to just 18%.
Instead, younger audiences are turning to social media, with Gen Z placing significant trust in social media platforms (averaging at 20%) – even ranking these platforms as more credible sources than their own friends and family.
Millennials, meanwhile, look to Google (23%) and YouTube (24%) as reliable sources and place a higher level of trust in social media influencers than Gen Z does.
Understanding the diverse identities across the UK – and how they shift across demographics – is essential for crafting campaigns that genuinely resonate. This challenge is further intensified by the many ways audiences navigate an increasingly complex media landscape.
The report highlights a key opportunity for brands to elevate their impact by embracing cultural nuances and fostering deeper connections with the communities they seek to engage.
Mindshare head of research Julia Ayling, who led the report, said: “These shifting trust dynamics underscore the importance of choosing the right platforms to connect and resonate with audiences across the nation.
“Our research, spanning over 10,000 respondents across Britain, provides a comprehensive view of how identity, location, and trust in media are evolving. It highlights the stark contrasts in how people trust media across different generations and regions.
“Building credibility with different demographics across the nation is not just about embracing regional diversity but also navigating these media preferences thoughtfully, ensuring they engage audiences through the channels they trust most. Understanding these variations is crucial to creating campaigns that truly resonate and drive meaningful connections.
GroupM chief executive Kate Rowlinson added: “For public and private sector alike, insight into how Brits feel about advertising is essential for delivering effective and engaging communications.
“There is a clear opportunity to move beyond surface-level representation and engagement; creating campaigns that truly resonate with communities across the UK. This data shows that audiences are eager for their culture, values and identity to be recognised in more meaningful ways.
“Critical to getting regional representation right is having the infrastructure to get direct input into the work from communities across the UK. As the media landscape continues to evolve, authenticity and cultural sensitivity will be the hallmarks of truly effective advertising.”
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