Working Class Trends - 2009

Notes taken from a seminar delivered by Steven Lacey, Head of ‘Leithal Thinking’ Research.
Based on qualitative research in the South East of England.

Current themes and trends which have been created or accelerated

by the recession (amongst working class) are:-

•Back to community - pulling together through recession and also Facebook has
been adopted as a way of organising opinion on issues (not necessarily positive
opinion) and social events.
•Quest for joy - hedonism and escapism, theme parks, drugs/drink/sex
•Camaraderie - mates are important, sharing is important, get you through a tough
time
•Small Treats - Chocolate and champagne. Comms; think instant, low cost
gratification, quick wins, spontaneity
•Low self esteem - males suffering the most psychologically when jobs are lost -
threatens family, security, status, ability to be the provider. Comms; highlight
everyday achievements, ordinary heroes
•Risk adversity - fear; don't want to take risks at the moment. Comms; can the
brand be a guide or advisor?
•Nostalgia - fond memories point to a safer time, looking for warmth. Comms;
warmth and good old days is in, Hovis is picking the right tone.
•Renewed fatalism - macro events makes them feel all is outside their control, no
point in trying - comms; consider co-creation
•Traditional values - many who were trying to be middle class have stepped back
to embrace traditional working class values. Comms; tap into history and provenance
(again Hovis is an example)
•Time to think - reflecting on what is really important - family, mates, memories.
•Small island mentality – patriotism but also worries that minority groups are
taking over jobs, housing, funding appears to be strengthening due to recession.
•Agoraphobia - scared to go outside local and mental comfort zone. Comms; think
grassroots/local comms, local heroes/small companies/local media.
•

From RW£ we know that some of these recessionary trends (traditional values,
nostalgia, time to think, small treats and to an extent community) are not confined
only to the working class but they may manifest differently – e.g. what is a small treat
to someone on a higher income will differ.