Reflections on a nation from a number of Saatchi & Saatchi studies

1. Britain in 2012
Reflections on a nation from Saatchi & Saatchi

4. Me My family and I
Us My community and locality
All of us My country and the wider world

5. Me The secret life of the British family
Us The future of the high street
All of us Our greatest summer

6. Our greatest The future of the The secret life of the
summer high street British family

7. 1. My country and the world
Our greatest summer

8. A conversation with
ourselves

9. A new national
narrative of success

10. A full flowering of
benign nationalism

11. 2000 years of bonkers

12. Our greatest The future of the The secret life of the
summer high street British family
A conversation with
ourselves
The flowering of benign
nationalism
A new national narrative of
success
2000 year of being
bonkers

13. 2. My community and locality
The future of the high street

14. People didn’t leave the high
street, the high street failed them

15. The real revolution in
social won’t be online

16. People yearn for localities
they can be proud of

17. A nation of
young shopkeepers

18. Our greatest The future of the The secret life of the
summer high street British family
People
A conversation with didn’t walk away the
ourselves high street failed
The flowering of benign The real revolution in social
nationalism won’t be online
A new national narrative of Locality matters to people’s
success sense of identity
2000 year of being A nation of young
bonkers shopkeepers

19. 3. My family and I
The secret life of the
British family

20. The British family is
alive and kicking

21. “It’s the beginning of
you, the end of you and
everything in between”

22. “We know there won’t be
anything much to unwrap at
Christmas, but we really wanted
to renew the Merlin pass.”
Rebecca 12, Derby

23. We worry that our
kids won’t have
what we had

24. “You want them to keep up with their friends and
all. But you want them to work hard, be good,
be brave honest kids, to know that they will have
to make sacrifices in life”
Martin, Leeds

25. Kids quietly despair of
parental distractions

26. “My favourite day was when
we went out for a walk as a
family. We walked forever
and I kind of hated it but we
were all together ”
Paul 10, Leeds

27. Mum is her own worst
enemy

28. “My role is to be behind
them. To be a moving wall
to give them support and
keep pushing them
forward”
Gabby, mum, Leeds

29. “My son doesn’t live here any
more but he always pops into
see me on his way to work to
get his packed lunch ”
Katie, Derby

30. “The kids might do their
rooms, Eddie dusts the TV
if he wants to watch it but
I do all the rest”
Tracy, working mum,
Ipswich

31. Men are in crisis

32. “I am the spare part in the
family, I push the trolley and
keep my mouth shut”
Steven, Bucks

33. “I’ve spent 25 years in the Fish & Chip
business - I don’t know anything else.
Even a job at Asda wouldn’t work ”
Laurence, Birmingham

34. “We are a close family. We look after each
other. My family and the love we have for each
other is what I am most proud of”
Karen, Boston Spa

35. Our greatest The future of the The secret life of the
summer high street British family
People The family
A conversation with didn’t walk away the is alive and kicking
ourselves high street failed Kids quietly
The flowering of benign The real revolution in social despair of parental distraction
nationalism won’t be online
We worry they won’t had
A new national narrative of Locality matters to people’s what we did
success sense of identity Mum is her own worst
2000 year of being A nation of young enemy
bonkers shopkeepers Men are in crisis

36. Identity Bonkers
Patriotism Family
Success Community
Pride Duty
Idiosyncrasy Decency

37. Made in Britain