First Direct Release Colourful Lives Video Report

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To mark their 21st birthday, first direct commissioned the Future Foundation to create their Colourful Lives report.

Over the last year first direct has released findings from their Colourful Lives Report. A robust report exploring what makes Britain great, including how eccentric we are as a nation, our working relationships and unique generational differences.

Chapter 1 - A Truly British Character aimed to capture the essence of quirky individualism in the UK and explored to what extent eccentricity is unique to Britain and how its definition is evolving.

Chapter 2 - The Age of Liberation looked at Britons’ satisfaction with their lives and how embracing extra colour makes us happier. It focused on the experiences of the Baby Gloomers – the 45-54-year-olds who are the unhappiest generation in the UK in key areas – and life changes improving our outlook.

Chapter 3 - The Social Value of the Arts looked at the arts and the role they play in British society. It examined the extent to which Britons are engaged with the arts and the arts’ contribution to the economy, as well as the effect that the internet will have in shaping the next generation of British artists.

Chapter 4 - The Way of the Workplace looked at creativity and self-expression in the workplace. It explored the face of the modern British workplace and how this is set to change in years to come, what we think of our bosses and ways to improve workplace productivity.

Chapter 5 - Generation Gap placed the current generation of young people under the spotlight, asked whether burgeoning financial pressures are having an impact on their lifestyles and life choices.

To celebrate the end of campaign, first direct has compiled a bespoke video presenting the key facts, which you can find here

As well as their YouTube channel, the research is also hosted on the first direct newsroom where you can read the press releases from all the individual chapters


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Sarah Austin

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