Meet the 85%

Summary

An ongoing series of studies around the UK with Saatchi & Saatchi that goes deep into people's lives.

In 2023 we went wide and deep in the aftermath of the Liz Truss era to find out what was going on. In 2024 we aimed squarely for the Heartland - the middle classes - who have been hollowed out year after year. We traversed the UK far and wide, from Antrim to St. Ives, from Dolau to Leith chatting to farmers, consultants, students and hair stylists and everything inbetween.

Background

In 2023 we went wide and deep in the aftermath of the Liz Truss era to find out what was going on. In 2024 we aimed squarely for the Heartland - the middle classes - who have been hollowed out year after year. We traversed the UK far and wide, from Antrim to St. Ives, from Dolau to Leith chatting to farmers, consultants, students and hair stylists and everything inbetween.

An ongoing series of studies around the UK with Saatchi & Saatchi that goes deep into people's lives.

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Our approach

An ongoing series of studies around the UK with Saatchi & Saatchi that goes deep into people's lives.

In 2023 we went wide and deep in the aftermath of the Liz Truss era to find out what was going on. In 2024 we aimed squarely for the Heartland - the middle classes - who have been hollowed out year after year. We traversed the UK far and wide, from Antrim to St. Ives, from Dolau to Leith chatting to farmers, consultants, students and hair stylists and everything inbetween.

Testimonials

“Mark is the King of Real.”

— Richard Huntington, Chief Strategy Officer, Saatchi & Saatchi.

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