According to new research conducted by the Brand Asset Valuator BAVlab consultancy from Y&R, Britons trust the EU more, and believe it is significantly more relevant, than their own Government. Y&R used their bespoke model to conduct a BAV Best Countries Study in the run up to the EU referendum, and the results revealed that the British public trusts the EU 28% more than the current Conservative Government, 22% more than Labour and 61% more than UKIP. British people also think the EU is 51% more relevant to them than the current Government, according to the research conducted in the run up to the EU Referendum. Of course, this is a model designed to analyze brands, not countries, but in theory, the results still hold true, and give a surprisingly accurate reading of the public's perceptions towards the primary figures of the referendum.
“If you isolate how people feel about the EU it’s genuinely positive and respectful”
The research also revealed that Britons believe that the rest of Europe is more transparent in business and government practices than the UK Government and as well as being more trustworthy and more modern. The majority of Britons (60%) also believe they share more characteristics with Europe than any other part of the world, such as social responsibility, vision, independence, progressiveness and intelligence. As you would presume, while the EU is held in low esteem by many of the older generations of Britons compared to their own country (scoring 84% lower than the UK itself) the younger generation of 18-29 year-olds rate the EU three times higher than the average adult. In addition, the British public’s esteem for the EU has recovered significantly since its low after the global financial crisis in 2008.
The BAV model (how it works)
The BAV Best Countries Report, which surveyed over 16,200 globally, 4500 in Europe and 825 people in the UK, quizzed respondents on how they feel about their nation, other countries in the EU and the world, and what characteristics unite and separate them from the rest of Europe and the world. Of all the nations in the world, the majority of Britons (63%) believe their country has most in common with Germany. They see both countries as economic powerhouses with good economies and tech prowess. After Germans, Britons identify most with Canadians (at 56%) and, after that, Americans (at 55%). The belief that they are more like America’s softer neighbour than America itself is a reflection of how the British see themselves; less as a serious geopolitical nation and more human.
“This research emphasises how highly politicised the EU debate has become”
According to the report, Britons are less likely to give their own country credit for its strong military and global political influence. They prefer to see themselves leading Europe on lighthearted traits such as friendliness, fun, and great cuisine, something the rest of Europe (and the rest of the world) does not agree with. While the majority of Europeans also see Britain as having more in common with Germany than any other country, outside of Europe, Europeans believe Britain is most like the US. Both countries are seen primarily as politically and economically influential with significant global cultural clout.
Saul Betmead
Saul Betmead, Chief Strategy Officer of the EMEA region at Y&R, said of the results: “I think this research emphasises how highly politicised the EU debate has become. If you isolate how people feel about the EU generally, especially the younger groups, it’s genuinely positive and respectful. And it shows that we British are much more similar in our views to our European cousins than to the rest of the world.”
