Royal Family 3.0: Wedding Launches New Era for the Royals?

Share Article

Royal Wedding survey conducted by JWT London

80% of respondents said they believe that the wedding will have a positive impact on how they view the Royals

The upcoming wedding of Prince William and Kate Middleton looks set to deliver a shot in the arm for public perceptions of the British Royal Family and could even launch a glorious new era of popularity.

In a Royal Wedding survey*, conducted by JWT London, one of the UK’s largest advertising agencies, an overwhelming 80% of respondents said they believe that the wedding will have a positive impact on how they view the Royals. In a further boost for the Windsors, 67% of Brits believe that the country still needs a Royal Family, with the same number saying they are “a wonderful institution that does a great job”.

More tellingly, with the exception of the Queen alone, the new wave of younger Royals are commanding greater respect from the public than their senior counterparts. William himself has a respect rating of 64% with brother Harry not far behind on 59% and new addition Kate already at 49%. Princes Charles (42%), Andrew (28%) and Edward (24%) trail in their wake.

And after a lacklustre start, we’re now seeing interest in the Royal Wedding beginning to build. Half of the British public (47%) are now planning to show their support of William and Kate’s big day – a potential audience of 30 million. The age of the street party looks to be over however, with just 16% planning an event with their neighbours.

A wave of optimism surrounds the wedding too: 60% judge that the marriage will last ‘until death do us part’, with only 1% of the opinion that it will end within twelve months. And 81% expect Catherine to announce a Royal addition within two years, potentially delivering a further popularity boost for the monarchy.

So what’s driving our participation? 60% of respondents said they were celebrating “to mark an historic event”; 36% stated that their patriotism was the reason and 39% wanted to “show their support of a future monarch”. Children are playing an important role too, with 30% celebrating for their kids.

One thing we seem reluctant to get excited about however is Royal Wedding memorabilia. Only 16% of those surveyed would consider purchasing a souvenir, with respondents describing those who do purchase as ‘sad’, but ‘typically British’. Of that 16%, the majority (51%) would buy classic collectables such as crystal, china, coins, stamps and dolls.

Tony Quinn, Head of Planning at JWT London, said: “Our findings illustrate many of the wonderful traits associated with the British. Whilst there was initial cynicism surrounding the Royal Wedding, it’s been followed by people immersing themselves in the big day. There’ll be smatterings of bunting and orange squash on the streets but a more widespread feel-good factor across the nation... Just what the British public need at this moment in time.”

*JWT surveyed 300 British consumers in April 2011 using its bespoke UK SONAR research panel

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Joe Thomas