Press releases

British Establishment loses out to the classic cuppa (16/05/2007)

The nature of British patriotism appears to be changing with nine in ten (89%) Britons willing to abandon traditionally strong British customs according to a survey commissioned by Combined Insurance.

Almost two thirds of Brits surveyed (62%) said they would be happy to give up watching the Queen’s speech or the trooping of the guard – but only a fifth (20%) were prepared to surrender the comforting pleasure of a classic cuppa.

• At a time when there has been extensive debate about what it means to be British in the twenty-first century, Combined Insurance polled more than 2,000 people, asking them which British traditions they felt have had their day – and no longer define our sense of nation.

• Nearly two thirds of people (60%) were willing to give up church on Sundays.

• Over half (51%) were willing to call a truce on our renowned competitive approach to our European counterparts – specifically the French and Germans.

• More habitual traditions such as fried breakfasts (45%), pints of beer (32%), and the traditional Sunday lunch (29%) were further down the list of sacrifices as well as talking about the weather (26%).

• A trip to the seaside tops the ‘traditional’ favourite with only 14% of those surveyed opting to give it up.

• Women are less resolute than men when it comes to the ‘British stiff upper lip’ with over a third (41%) opting to give up the traditional image compared to just 28% of men.

Nigel Brittle, Director at Combined Insurance commented:
“It is interesting to see how people’s perceptions of treasured traditions are changing. Going to church on a Sunday and the influences of the Royal Family clearly no longer play such a pivotal role as they once did in British life, traditional foods and habits remain strong.

Previous research carried out by Combined has revealed that less than a third of people in this country (30%) regard themselves to be British and loyal to the flag and more than 92% are worried about the threats to the fabric of community life.

As a company that has always focused on community presence and face to face business, Combined Insurance supports efforts to protect local communities - by recognising the qualities valued by British people, organisations can better relate to their customers.”

For more information or to arrange interviews please contact:
Lindsay Wienand / Andrew Cummine
FD Consumer Dynamics 020 7269 7265 / 236

Notes to editors;

-Research was carried out by YouGov amongst a GB representative sample of 2,359 people in March 2007

-In 2007 Combined Insurance is investing in local communities in the UK and Ireland through two community investment programmes – the Combined Insurance Community Awards focused on voluntary consumer groups, charities and clubs and the Combined Insurance Enterprise Awards recognising local small businesses.

-Since 1919, Combined Insurance (www.combinedinsurance.co.uk) has specialised in bringing affordable, quality insurance products to individuals and families - and currently provides supplemental disability, accident, health and life cover to over 3.5 million policyholders. Combined Insurance has never forgotten its roots and today operates face to face in local communities – just as it has done for almost 90 years.