The recent EU Referendum vote in the UK has shown a huge divide between those who wanted to leave and those who wanted to remain. Many differentiating factors have been identified to try and give clear division between the two opposing sides. Factors often used to identify target audiences have been used, such as age, geography, class, income and education. However, a recent study by Emily James, Chief Strategy Officer of the RKCR/Y&R agency has looked at these opposing sides through quite an interesting lens.

When considering audience grouping, the well-worn methods of age, class, income, are gradually being replaced (or at least added to) by factors which are more about a shared mindset or a shared value. In explaining the approach Emily James said

“It was more about a mindset than any political view or belief. I believe you can tell a lot about people from the brands they choose, so I decided to investigate on a macro basis.”

This is a very effective way of analysing the grouping of voters, because brands are a reflection of a shared cultural identity. In identifying the types of brands favoured by the two camps, we might see some key factors which make up the shared identities of the two groups in a much more informative way than simply looking at age, class or income.

Going even further, the study asks whether there are brands which cross the divide between the two camps by appealing to both. In an attempt to move froward, can the UK Government take a leaf out of these brands books by identifying characteristics which appeal to both groups and use these as a way of bringing a divided nation together?

So what are the brands favoured by the leavers, and which are those brands loved by the remainers? And vitally which are the brands that might bring the UK back together again? Take a look at the article via the link below.

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