Tesco, the company often accused of destroying local communities with its relentless store opening programme, has emerged as a possible white knight for David Cameron’s Big Society, according to a new study.
The report, by G2 Joshua, reveals that brands could provide the foundations for the programme, with consumers believing that there is a role for brands to build community spirit.
Cameron has made his vision of the Big Society one of the key policies for the Coalition, although it has met with much scepticism, even from within the Conservative Party.
Tesco is the clear winner in the battle of the brands, with over half of consumers believing it plays a positive role in helping to form a sense of community.
Major supermarket brands topped the list with Waitrose the second most popular at 23 per cent, while Morrisons came in third at 20 per cent.
Mainstream brands that Brits feel did not impact their community spirit were Innocent (9 per cent), Nike (6 per cent) and Red Bull (5 per cent).
But there is much work to do, with 80 per cent of the public saying a sense of community does not exist where they currently live, despite over two-thirds (70 per cent) saying that being part of a community mattered to them.
Surprisingly, despite all the Royal Wedding fever, the study also reveals that over three quarters of people do not believe the Royal Wedding helped to create a feeling of community.
G2 Joshua chief executive Tim Hipperson commented: “This research reveals a fascinating insight into the consumer mindset and just how important a role brands can play in people’s everyday lives. It is not surprising that supermarkets lead the way in creating community with schemes that provide computers or sports equipment for schools, or supporting local charities.
“It is crucial for brands moving forwards to stand up and take note, adapting their marketing strategies accordingly for what their customers want. A sense of community clearly matters to a vast number of consumers which provides the perfect opportunity for brands to engage with their audience in a way that is meaningful to them.”
