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Britons on the lookout for summer feel good factor, despite economic climate

Press release   •   Apr 25, 2012 22:57 BST

Despite the tough economic climate, new elephant communications research reveals that more than one in three people say this summer they will be more inclined to follow stories that make them feel proud to be British, and more that a quarter will be looking for news about British heritage, the monarchy and positive community stories.

Two in five say they want to engage more with stories that generally make them feel good and happy. Many look forward to celebrating British success at the Olympics and many also will be more interested in following news about successful British companies and a positive boost to the economy.

These initial findings are from a major new elephant report that will be shared at a research event in June.

Guy Bellamy, Managing Director at elephant communications comments: “Set against the tough economic context, people are clearly excited about this summer’s landmark events and already they are giving people a reason to be optimistic, positive and hopeful.  We also expect to see some major changes in people’s media habits and preferences in the months ahead, with a large proportion of people anticipating changes in the media and the material they choose to engage with. The impact of a major event on the information people choose to follow and the media they consume will be interesting to follow.”

For more information on the forthcoming June research event, contact the team through the elephant website:


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