Ben PageChairman

Ipsos MORI Social Research Institute

The State We’re in

ben.page@ipsos-mori.com 0207 347 3242

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Some trends in society

A polarised and more diverse society – less stableMore feminised but also gender-blurredCelebrity culture and instant gratificationA culture of fear – immigration, asylum, 9/11, moral panics over teenagersOngoing march of technology – generation gapsDecline of deferenceDecline of the professions – rise of inspection and central measurementLive longer but iller and fatter – dependency squeezeThe rise of turbo consumerism and polysensualityThe end of rises in public sector spending – need for more individual responsibilityProducing anxiety – a major challenge

Control and chaos in the new media age

Julian Thompson, Ipsos MORI Horizons

Technology Event, Energy Clinic, April 17th 2007

Our species’ endless desire to extend our influence beyond natural constraints

control

c

o

n

t

r l

The dream

A crisis of control: “Everyone and no one”

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Look what it can do to you

compare, buy, share, meet, roam, work, consume, make, profit, trade, search, enjoy, indulge, anon., create,info

are we really freer and happier…?

12

The rise of happiness

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“Well being can’t be measured by money or traded in markets. It’s about the beauty of our surroundings, the quality of our culture, and above all, the strength of our relationships. Improving our society’s sense of well-being is, I believe, the central political challenge of our lives.”

Even politicians are in on the act

David Cameron, May 2006

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R2 = 0.4162

0

5000

10000

15000

20000

25000

30000

-37 -27 -17 -7 3 13 23 33 43 53 63 73 83

Money and Happiness

National Happiness LevelSource: World Values Study

Average National Income Level $

15

0

5

10

15

20

25

30

35

40

1971 1981 1991 2002

GDP

Happiness

Money only buys so much happiness….

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What makes us happy?

“If you want to be happy for a few hours, get drunk. If you want to be happy for a few years, get a wife. If you want to be happy forever, get a garden”

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Some things that turn out to increase happiness

Get married

Become richer than your peer group

Join a religion, and attend meetings at least monthly, if not weekly.

Find some extra leisure time and spend more time with friends and family

Get a degree

Visit your GP for a health test – the healthier, the happier

Live to a ripe old age – being middle aged is just depressing

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Who are the happiest people in Europe?

PortugalFairly Satisfied

Italy

FranceSpain

Not Satisfied

Greece

Source: Standard Eurvobarometer 65: Spring 2006

Austria

BelgiumEU 15

Finland

IrelandNetherlandsSweden

UK

LuxembourgDenmark

Germany

Very Satisfied

19

0

10

20

30

40

50

60

70Denmark

UK

Belgium

Danes happier, us less so

%

Very satisfied with their lives – Europe 1973-2006

unless you feel better it doesn’t count – will technology achieve this?

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Internet access is plateauing – who is left behind?

Source: Ipsos MORI Social Issues OmnibusBase: c. 10,000 GB adults 15+, Oct-Dec 2006 (compared to c. 12,000 GB adults 15+, Jan-Mar 2005)

% All15-24

25-34

35-44

45-54

55-64 65+

All 62+2 74+1 72+1 78+4 72+2 59+5 24+1

AB 79+1 89-4 88-4 93+3 91+4 80+2 42+0

C1 73+3 85+1 85+1 86+2 81+3 70+9 27+1

C2 58+3 74+4 65+2 74+5 67+5 44+2 18+2

DE 37+1 55-1 45+4 52+7 38+8 29+1 8+1

% with internet access at home or at work, 4th quarter 2006

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How much are we really changing?

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When you were at school, what did you really want or hope to do?

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Ideal job or occupation

17%

16%

16%

11%

9%

Something professional which you need a degree to do

Base: 1,997 British adults, 22-26 June 2006, Ipsos MORI Omnibus for the Sutton Trust/the Treasury

Q Thinking back to when you were at secondary school … which of the following job or occupation categories most closely matches what you really wanted or hoped to do when you left school? [Top 5 selections]

Something else professional

Something creative, artistic or sporting

Skilled tradesman/woman

Something involving personal service

25

22%

41%

16%

13%

Aspirations are highly class related

All (secondary school)

Something professional which you need a degree to do

ABs

C1/C2s

DEs

Base: 1,997 British adults, 22-26 June 2006, Ipsos MORI Omnibus for the Sutton Trust/the Treasury

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What do you think your childwill end up doing?

27

30%

48%

24%

21%

Ideal job or occupation

All

Something professional which you need a degree to do

ABs

C1/C2s

DEs

Base: 1,997 British adults, 22-26 June 2006, Ipsos MORI Omnibus for the Sutton Trust/the Treasury

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8%

3%

8%

14%

Ideal job or occupation

All

Skilled tradesman/woman

ABs

C1/C2s

DEs

Base: 1,997 British adults, 22-26 June 2006, Ipsos MORI Omnibus for the Sutton Trust/the Treasury

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Some Conclusions

Polarisation, globalisation and migration UK unskilled face huge challenge Social class remains a very strong limiter of

achievement Need for investment in skills – but also raising

aspiration Cultural change or a revolution in responsibility?

We like to worry ourselves – but we shouldNeed to keep trying alternative points of viewTechnology may save us but not in the way we expect it to

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Thanksben.page@ipsos-mori.com