What the Fuck Is Going On?

As part of its ongoing commitment to making the most influential ideas for the real world, Saatchi & Saatchi has published new research and the second instalment of What the fuck is going on?, which the agency launched last year.

The report, Heartland, is authored by Saatchi & Saatchi chair and chief strategy officer Richard Huntington, and shares the findings of a deep-dive ethnographic study focusing on the modern middle class. It features real perspectives and experiences from 11 individuals across the UK, alongside five cultural commentators: Nick Ferrari, Joeli Brearley, Otegha Uwagba, Harry Wallop, and Henry Dimbleby MBE. 

As part of the investigation, Saatchi & Saatchi also went into homes across the UK and spent at least half a day speaking to respondents to find out what they think about the UK and their lives, the challenges they face, and their outlook on the future of Britain ahead of the General Election. 

From these conversations, the creative company identified a selection of recurring themes, such as what drives the group’s work ethic, their goals and aspirations, how satisfied they are with their life set-up, and the importance of both community and family during such a difficult period of time. The report details the findings, true perspectives from those interviews, and the associated imperatives for brands and businesses.

The study, which has been supplemented by quantitative insights from more than 2,000 people earning between £30,000 and £125,000 annually, found that while more than half of respondents in this earning bracket (52%) consider themselves to be middle-class, just 60% say they are proud to fall within this demographic. More than half of people (52%) surveyed today believe that a “hard work” attitude leads to a better quality of life. Only 42% believe that going to university will lead to better opportunities than a vocational course or apprenticeship.

Additionally, more than 58% of people have a ‘side hustle’ to earn additional income – including a second job, selling belongings online or using discount programmes to save costs. Moreover, 25% of people surveyed admit that the rising cost of childcare is a struggle in their lives.

Against the backdrop of these challenges, Saatchi & Saatchi’s ethnographic research shows optimism amongst the UK’s core consumers. The importance of family and community was a recurring theme across those interviewed, who highlighted these as necessary during such a challenging time, as a ‘grateful for what we have’ attitude from those interviewed.

Richard Huntington, chair and chief strategy officer, Saatchi & Saatchi said, “This year, we looked specifically at those paying basic or higher rate income tax. As marketers and society, it seems we are sometimes embarrassed by this group, yet they form most organisations’ key customer base. These findings are essential to truly understand the full spectrum of this complex demographic, the daily challenges they face, and how they feel at such a pivotal moment in the future of the UK ahead of the General Election”. 

The full report, by Richard Huntington, chair and chief strategy officer, Saatchi & Saatchi, can be requested here.