Globalisation is a sign of freedom, says NOP survey

Media-wise anti-globalisation protesters may increasingly be

gaining a reputation for making shrewd use of PR - but the tactics have

failed to make much impression on UK public opinion, a NOP survey

reveals.



According to the survey carried out exclusively for PRWeek last weekend,

72 per cent of the 1,000 people polled associated globalisation with

freedom rather than oppression.



Groups which most clearly associated globalisation with freedom were

women and those aged 15 to 34. People living in the north were slightly

more likely (74 per cent) to look positively on globlisation than those

in the south or Midlands, who scored 71 per cent each. Social class made

no difference to attitudes, the survey found.



Paradoxically, 53 per cent of respondents said they would prefer to be

seen to be identified with British brands.



A further 30 per cent said they would favour local brands. Only 17 per

cent considered global brands more attractive. Men and those aged 55 or

above were most likely to prefer British brands. Those aged between 15

and 34 were most likely to prefer global brands.



Leader, p10.



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