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Optimism or Distraction? The likely impact of a ‘patriotic bubble’ on public mood, brand perceptions and media preferences

Press release   •   May 04, 2012 01:32 BST

Exclusive one-off research event announced at Institute of Directors for June.

The country is getting set for a celebration of Britishness - the combined impact of the Queen's Diamond Jubilee and the London 2012 Games ushering a boost to the public mood, to business and the economy at large.

But has talk of the ‘bubble’ been spun or is it real? Do people feel a reason to be optimistic? Can public optimism counter the gloomy economy headlines? Can the two coexist? And what might the implications be for the way brands communicate this summer?

elephant communications is joining forces with HPI Research and Tallboy Communications, to run a one-off insight event at the Institute of Directors in Central London on Tuesday 19 June - midway between the Diamond Jubilee weekend and the opening Olympic ceremony. The team will share exclusive findings from a number new research studies, which give an early indication on whether the current economic climate will or will not dampen the public mood this summer – and assess the likely implications.

Due to expected high demand for the limited number of places available, the free event will be ticket-only for in-house executives. To book a place contact or visit the ‘contact us’ page on the elephant website:

The opening session will share highlights of new consumer research looking at the consumer mood, and the impact of this summer’s major events on the current affairs issues and news content that people say they will be looking to focus on over the summer months. The session will also explore the likely impact on people’s relationship with various traditional and social media channels, assessing the ability of major events to shift people’s habits and outlook.

The second session will share research insights on people’s views about living in Britain today, attitudes towards the 2012 Games and crucially, the role and importance attached to brands in the current climate. The event will close with a review of the importance of film work at a time when people’s relationship with news and media will be visually driven.

Commenting on the forthcoming event, Guy Bellamy, Managing Director at elephant communications commented: “We are delighted to join forces with HPI and Tallboy to conduct new research on a topical subject that offers new insights on how people are balancing tough economic realities with reasons to be optimistic. The data will give in-house PR, brand and marketing teams helpful insights on likely changes to the consumer mood this summer and their terms for engagement. The insights will also raise questions on how brands should respond by adjusting the focus and content of communication strategies.”

David Iddiols, Senior Partner at HPI added: “The studies have something new to say and will help attendees to consider and reappraise consumer attitudes to brands in Britain, based on an understanding of possible shifts in attitude, mindset and mood. Much has been said and projected about the ‘Olympic Bubble’ but, in truth, the only way to get a realistic picture is to stay close to the consumer and see this summer’s events through their eyes. Our new research is a firm move in this direction and signposts what we can expect for the summer and autumn months.”

Sally Eden, Director at Tallboy said: “People’s impressions of this summer’s events will be visual and in-house teams that normally think about communications in terms of the written word can use the IoD event to reappraise their approach to broadcast communications, to ask new questions and get some fresh answers.”

Additional follow-up research will be conducted during the summer and autumn to track continuity or change in public perceptions to the topical issues that are being explored. 

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