‘Re-defining relevance in an ever-changing society’

2016 represented a shift in the nation’s mind-set; this has big implications for brands and advertising





Particularly amongst those who felt left behind by the London metropolitan elite

And towards the end of last year, we detected some worrying signs…

agree that most advertising doesn’t portray the lives of people in their local area

Source: Trinity Mirror/BDRC Continental
Base: London (n=743), Non-London (n=1,257)

So we wanted to investigate this problem a little further

To what extent do brands and advertising lack relevance for consumers in the changing socio political landscape?

Online UK Nationally representative sample of 2,000 respondents

50 people from Media Agencies

Focus on over 50 of the biggest UK brands

Research conducted by BDRC Continental in April 2017

We focused on an extensive list of brands

Brands are losing relevance outside London – they face a significant challenge to re-connect with consumers

Brands are now part of the Establishment

consider brands to be part of the establishment

Source: *Trinity Mirror/Ipsos Connect ‘When Trust Falls Down’ May 2017 (n=1,000). 6-10 Net based on closeness to the Establishment

Which means they are struggling to be relevant in consumers everyday lives…

Out of touch with people in their local area

Average score across all 56 brands

Source: Trinity Mirror/BDRC Continental
Base: All adults (n=2,000)

And this problem is significantly worse outside London

People outside London are:

More likely than people living in London to say brands are out of touch with people in their local area

Average score across all 56 brands

Source: Trinity Mirror/BDRC Continental
Base: London (n=743), Non-London (n=1,257)

Because brands aren’t seen to be making an effort to understand the realities of everyday life

People outside London are:

More likely than people living in London to say brands don’t understand people in their local area

Average score across all 56 brands

Source: Trinity Mirror/BDRC Continental
Base: London (n=743), Non-London (n=1,257)

Meaning consumers don’t feel brands are speaking to them

People outside London are:

More likely than people living in London to say brands don’t aim its advertising at people in their local area

Average score across all 56 brands

Source: Trinity Mirror/BDRC Continental
Base: London (n=743), Non-London (n=1,257)

And they aren’t as important to people as we like to think


Don’t care if brands exist

Average score across all 56 brands outside London

Source: Trinity Mirror/BDRC Continental
Base: All adults (n=2,000), Non-London (n=1,257)

This spans all social demographics

ABC1s outside London are:

More likely than ABC1s in London to say brands don’t understand people in their local area

Average score across all 56 brands

Source: Trinity/BDRC Continental
Base: ABC1s in London (n=536), ABC1s Non-London (n=756), C2DEs in London (n=207)

And all age groups…

16-34s outside London are:

More likely than 16-34s in London to say brands don’t aim its advertising to people like them in their local area

Average score across all 56 brands

Source: Trinity Mirror/BDRC Continental
Base: 1634s in London (n=283), 1634s Non-London (n=389)

Brands face a tough challenge to re-engage with 35-44 year olds

35-44s outside London are:

More likely than 35-44s in London to say brands don’t aim its advertising to people like them in their local area

Average score across all 56 brands

Source: Trinity Mirror/BDRC Continental
Base: 35-44s in London (n=154), 35-44s Non-London (n=219)

We’ve created a ‘brand relevance score’ to highlight brands who need to take action

Introducing the brand scoring system

5 questions relating to how well the brand speaks to people in their local area

Aim its advertising
Out of touch
Understand people
Should make more effort to be relevant
Care if the brand exists

46 of the 56 brands have a negative relevance score

Trinity Mirror is uniquely placed to help brands grow relevance…

Source: Trinity Mirror/BDRC Continental
Base: All Adults (n=2,000)

But we need to be wary of applying our own media attitudes to campaign planning

Source: Trinity Mirror/BDRC Continental
Base: All Adults (n=2,000), Media Agency respondents (n=50)

Let’s recap

For more information, contact your sales rep or
Andrew Tenzer

Trinity Mirror Solutions 2017