For this fourth project with Channel 4, Versiti was asked to provide input for the broadcaster’s annual thought leadership piece.

We interviewed 20 leading brand and marketing directors, planners and advertisers to ask them what they needed to know to ensure brands ‘show up’ in a positive way. We then worked with 15 families over 10 days to find answers to these questions.

Against expectations, we discovered that, as a nation, we are much more united than divided. Even if it’s not always plain sailing, Britons are aligned on their desire for fairness. They value diversity and inclusion.

Channel 4 tested these insights with a re-analysis of Kantar’s TGI 465 attitudinal statements with a sample of 24,000 people and a bespoke survey with 2,000 people. This confirmed our findings and showed, where they are differences, age drives attitudes more than gender, class or race.

Social media amplification of extreme voices is scary: it can lead to paralysis. But this evidence showed that brands need not be afraid of a backlash.

We can help set the right conditions for success.

Accolade

2023 Mediatel ‘Pulse of the Nation’ Award I WINNER