Surprise study finds fewer people identify themselves as "northern" and "southern"
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Fewer people in England identify themselves as “northern” and “southern,” a new survey reveals.
The study found the idea of a north-south divide has been replaced by loyalty to their local area.
Only 47% identify themselves as “northern” or “southern”, the survey by Trinity Mirror and the Spark Foundation shows.
Instead, 74% prefer to identify themselves as coming from “my village”, “my town” or “my city.”
The only exception is the capital with only 31% describing themselves as Londoners and 58% saying they are “global citizens.”
The study also found we are a country on the move with 24% of the population having lived in their current area for five years or less.
It also reveals that the majority of villagers (80%) feel pride in their local community compared with 50% of town dwellers.
(Image: Getty)
But villagers are 54% more likely than city or town centres to say they were “lonely” and 72% more likely to say their area was “neglected”.
When asked to describe their area the most popular definition was “deprived” (48% of city centres, 49% of suburbs and 65% of villages).
And only a quarter (26%) of the UK believes Brexit will strengthen the identity of their local area.
Rachel Forde, CEO, Spark Foundry UK, said: “The shock of Brexit and more recent global events have reinforced the need for us to always be looking beyond social eco-chambers to really get under the skin of communities and audiences.
“It’s essential we understand what’s important when it comes to how people identify themselves and communicate messages they can relate to.
(Image: RooM RF)
“On a macro scale, everyone has a part to play in listening to the crowd to make sure we’re not reinforcing outdated stereotypes which are readily given to different regions across the UK.
“Considering specific community needs extends well beyond businesses to politicians and local government, to make sure we’re celebrating the richness and diversity of areas and identities.”
Andy Atkinson, Chief Revenue Officer, Trinity Mirror, said: “The country has gone through profound upheaval in the past 12 months, and it’s really important that we understand the changing mindset of the nation.
“Advertisers who think they have a pretty good handle on their audience should recognise the shifting sands and assess whether they are still communicating to them in the right ways.”