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
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.