A report released today by brand and communications qualitative research consultancy Firefly Millward Brown indicates the ‘Olympic effect’ among young people in Britain today. The research, London Pride: The Young Adult Perspective, highlights a new positive stance among people aged 18 to 25 – a result of the Olympics adding a new dimension of friendliness, […]
A report released today by brand and communications qualitative research consultancy Firefly Millward Brown indicates the ‘Olympic effect’ among young people in Britain today. The research, London Pride: The Young Adult Perspective, highlights a new positive stance among people aged 18 to 25 – a result of the Olympics adding a new dimension of friendliness, opportunity, hope and a sense of community.
According to the report, the best aspects of London were magnified during the Games, and despite the huge surge of excitement quickly dissipating, young people have been left with a strong sense of the capital’s presence on the global map and its role as a centre for business, investment, career opportunities and success.
Echoing sentiments from a previous Firefly Millward Brown report, Harnessing the Vibe of London released in 2011 ahead of the Olympics, author Anne Collins, research director, Firefly Millward Brown, advises marketers to capitalise on the current feel-good factor: “There’s a huge buzz about London at the moment – a result of the Olympics of course, but also the spotlight that’s been put on the city over the last couple of years.
“Brands already linked to London through provenance, history or simply by association, are continuing to see the popularity we detected prior to the Olympics. For up and coming brands or those trying to get a foothold, there’s a lot to be gained from an association or affiliation with London.”
But according to the research firm, it should be more than just an association with the capital. Brands that demonstrate a tangible involvement or strong affiliation with an aspect of London life or align themselves with an area of the city will benefit the most.
Collins continued: “Brands can do this in different ways, such as using a brand ambassador, aligning with a behavioural trend, or supporting and sponsoring music or sports. This is something that Adidas has done very well, capitalising on its sponsorship of the Olympics and collaboration with Stella McCartney to design the Team GB kit. The company has raised its game and its ‘cool’ factor at the same time, to the extent that it has superseded Nike who owned ‘cool’ and London 18 months ago.”
The young adults referenced a number of other brands perceived to have strong London connections – some of which were mentioned in the previous 2011 study – including Top Shop, Rimmel, Vivienne Westwood, Rokit (associated with East London hipsters) and Whistles, which has significantly strengthened its links with London in the last 18 months.
Other research highlights include:
• Young people are more confident and ambitious than ever before and understand success comes from hard work, commitment and a positive attitude in a highly competitive global market. There is potential for this new positive stance to be used as a big idea by marketers.
• London is seen as one of the places to achieve career success and prosperity, but as young people have been born into ‘globalisation’, their personal ambitions reach to other countries and cities as well. They want success but also want to gain life experiences along the way. Brands that best reflect these needs and aspirations will be rewarded.
• An increased sense of community spirit around London during the Olympics was welcomed and, now a year on, has left a feeling of pride in the city. Young people appreciated the sociability and carnival atmosphere in and around Olympic venues and events, which engendered a great feeling of closeness and togetherness. This underlines that marketers should not underestimate the potency of real and tangible experiences for young people, and the experiential element of campaigns should be considered high priority.
• Young people love the unique nature of London in terms of different nationalities, cultures, experiences, people and places. They embrace diversity and realise they can learn and be enriched by experiencing different cultures; this represents another key opportunity for marketers to harness.
• At the same time, there is increased attention on the physical space, rather than the digital space, with pride in iconic landmarks, like Buckingham Palace and St Paul’s, as well as individual areas of London that have their own unique sense of style and identity, like energetic Brixton and the hipster vibe of East London.
www.MillwardBrown.com
