British Public Dominated By “Resistors”

The latest results from the futura.com survey suggest that the British public can be divided into four groups: resistors, embracers, pragmatists and traditionalists.

Resistors are the largest group of all, making up 36% of the public. These people are the least happy with their lot and will always find life a “struggle”. Embracers (27%) contrast sharply, by being billed as the Nineties version of the yuppie being techno-literate, style conscious and socially active. Pragmatists (22%) are more concerned with the community than a computer and think that people watch too much television. Traditionalists (15%) are the older, more traditional type with a wider view of the world and a strong religious streak. They are the most content of groups.

Other findings suggest that people believe television advertising is devious, that you can tell a person by the car they drive and that it is important to look good to get on in life.

futura.com is conducted by the University of Leeds in partnership with the ITC and Ogilvy & Mather. The survey is being expanded into ten other European markets, with 1,000 households in each.

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