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BT171124BT 2017 Leadership Study breakfast briefing...
Transcript of BT171124BT 2017 Leadership Study breakfast briefing...
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BritainThinks | Leadership study (2017)
britainthinks.com
BritainThinks
A BritainThinks study
Tuesday 5th September 2017
What does Britain want from its leaders?
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We conducted a study of leadership in November 2015 – and repeated it last week
2BritainThinks | Leadership study (2017)
November 2015
• Online survey
• 2,014 UK adults (nat. rep)
• Fieldwork 20th – 22nd November 2015
• Focus group
• Swing voters (mixed GE vote)
• 24th November in London
August 2017
• Online survey
• 2,061 UK adults (nat. rep)
• Fieldwork 25th – 28th August 2017
• Focus group
• Swing voters (mixed GE vote)
• Weds 30th August in Slough
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Summary of key findings
3BritainThinks | Leadership study (2017)
1
2
3
4
5
The three most consistently important leadership attributes are: having integrity, being decisive and being a great communicator.
Presentation matters: we want our leaders to be authentic but we want them to authentically look the part.
Historical leaders, apolitical leaders and foreign political leaders are considered more effective than contemporary domestic politicians.
But political leadership is very important to the public and plays a large role in determining voting intention.
When pushed, most think May would make a better PM than Corbyn – but this is an unenthusiastic, reluctant endorsement and there is a desire for new blood.
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What makes a great leader?
4BritainThinks | Leadership study (2017)
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We asked which leadership attributes were considered to be most important for leadership…
5BritainThinks | Leadership study (2017)
What makes a great leader?
Q.1 Of the qualities below, please select the three that you think are most important for leadership.
Don't knowNone of the above
Being pragmaticBeing energetic
Being toughBeing authentic
Being charismaticHaving humility
Having empathyHaving conviction
Being a good listenerHaving a visionHaving integrityBeing decisive
Being a great communicator
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In 2015, being a great communicator was the most important attribute (followed by being decisive and having integrity)
6BritainThinks | Leadership study (2017)
What makes a great leader?
Q.1 Of the qualities below, please select the three that you think are most important for leadership. [Base (2015): All 2,014 respondents]
2%0%
4%6%
13%13%14%
17%18%
26%26%27%
37%41%
51%
Don't knowNone of the above
Being pragmaticBeing energetic
Being toughBeing authentic
Being charismaticHaving humility
Having empathyHaving conviction
Being a good listenerHaving a visionHaving integrityBeing decisive
Being a great communicator
All UK adults (2015)
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While the three most important attributes are the same as in 2015, there has been change in the relative importance of some attributes
7BritainThinks | Leadership study (2017)
What makes a great leader?
Q.1 Of the qualities below, please select the three that you think are most important for leadership. [Base (2017): All 2,061 respondents; Base (2015): All 2,014 respondents]
2%0%
6%4%
14%13%
17%13%
26%18%
27%26%
51%41%
37%
2%0%
4%8%8%
14%14%
18%19%
23%24%
29%42%
45%47%
Don't knowNone of the above
Being energeticBeing pragmatic
Being charismaticBeing tough
Having humilityBeing authentic
Having convictionHaving empathyHaving a vision
Being a good listenerBeing a great communicator
Being decisiveHaving integrity
All UK adults (2017)
All UK adults (2015)
↑ 10%
↑ 5%
↑ 5%
↓ 9%
↓ 7%
↓ 6%
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A leader with integrity is one who is honest, trustworthy and has good intentions
8BritainThinks | Leadership study (2017)
What makes a great leader?
2%0%
4%8%8%
14%14%
18%19%
23%24%
29%42%
45%47%
Don't knowNone of the above
Being energeticBeing pragmatic
Being charismaticBeing tough
Having humilityBeing authentic
Having convictionHaving empathyHaving a vision
Being a good listenerBeing a great communicator
Being decisiveHaving integrity
Q.1 Of the qualities below, please select the three that you think are most important for leadership. [Base (2017): All 2,061 respondents]
“In the day and age of social media, I think the Queen has got great character, really reserved. She’s a really high-quality
individual and that really shines through.”
(Focus group participant, Slough)
(Leaders for whom ‘having integrity’ was one of the most applicable attributes)
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The public also wanted their leaders to be strong enough to make difficult decisions (and then stick with them)
9BritainThinks | Leadership study (2017)
What makes a great leader?
2%0%
4%8%8%
14%14%
18%19%
23%24%
29%42%
45%47%
Don't knowNone of the above
Being energeticBeing pragmatic
Being charismaticBeing tough
Having humilityBeing authentic
Having convictionHaving empathyHaving a vision
Being a good listenerBeing a great communicator
Being decisiveHaving integrity
Q.1 Of the qualities below, please select the three that you think are most important for leadership. [Base (2017): All 2,061 respondents]
“Thatcher made things real. She said she was going to do it and then she did it. She was a finisher.”
(Focus group participant, Slough)
(Leaders for whom ‘being decisive’ was one of the most applicable attributes)
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While it drops down our ranking, being a great communicator remains a very important attribute for leaders
10BritainThinks | Leadership study (2017)
What makes a great leader?
2%0%
4%8%8%
14%14%
18%19%
23%24%
29%42%
45%47%
Don't knowNone of the above
Being energeticBeing pragmatic
Being charismaticBeing tough
Having humilityBeing authentic
Having convictionHaving empathyHaving a vision
Being a good listenerBeing a great communicator
Being decisiveHaving integrity
Q.1 Of the qualities below, please select the three that you think are most important for leadership. [Base (2017): All 2,061 respondents]
“You have to have the ability to inspire those around you.”
(Focus group participant, Slough)
(Leaders for whom ‘being a great communicator’ was one of the most applicable attributes)
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Integrity, decisiveness and communication skills are consistently deemed the most important attributes
11BritainThinks | Leadership study (2017)
What makes a great leader?
2%0%
4%8%8%
14%14%
18%19%
23%24%
29%42%
45%47%
Don't knowNone of the above
Being energeticBeing pragmatic
Being charismaticBeing tough
Having humilityBeing authentic
Having convictionHaving empathyHaving a vision
Being a good listenerBeing a great communicator
Being decisiveHaving integrity
Q.1 Of the qualities below, please select the three that you think are most important for leadership. [Base (2017): All 2,061 respondents]
These three are consistently deemed the most important attributes,
irrespective of age, gender and political preferences
But…
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There are some marked differences between young & old in terms of the leadership attributes considered most important
12BritainThinks | Leadership study (2017)
What makes a great leader?
12% 14% 18%26%
57% 58%
30% 29% 32%
9%
36%31%
Being authentic Having empathy Having a vision Having conviction Being decisive Having integrity
All UK adults aged 65+ All UK adults aged 18-24
Q.1 Of the qualities below, please select the three that you think are most important for leadership. [Base (2017): 231 respondents aged 18-24 and 475 respondents aged 65+]
+18% +15% +14% +17% +21% +27%
More important for younger adults More important for older people
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There is also some difference between Labour- and Conservative-leaning voters in the attributes deemed most important
13BritainThinks | Leadership study (2017)
What makes a great leader?
15%22%
10% 13%21%
45%
20%
58%
33% 31%18% 21%
29%36%
7%
36%
Having empathy Being a good listener
Having humility Being authentic Having a vision Being a great communicator
Being tough Being decisive
All UK adults who would vote Conservative if election tomorrow All UK adults who would vote Labour if election tomorrow
Q.1 Of the qualities below, please select the three that you think are most important for leadership. [Base (2017): 673 respondents who would vote Labour and 647 respondents who would vote Conservative if there was an election held tomorrow]
+18% +9% +8% +8% +8% +9% +13% +22%
More important for Labour leaners More important for Conservative leaners
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Who are the best leaders?
14BritainThinks | Leadership study (2017)
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Winston Churchill was emphatically rated the most effective leader – and Donald Trump the least effective
15BritainThinks | Leadership study (2017)
Who are the best leaders?
8.11 7.887.07 7.06 6.94 6.91 6.79 6.60 6.45
6.00 5.90 5.86 5.584.92 4.72 4.58 4.56 4.49 4.41 4.35 4.14
3.652.95
0
1
2
3
4
5
6
7
8
9
10
Mea
n ef
fect
iven
ess
scor
e
Q.2 For each of the individuals below, thinking about what you know about them, please say how effective each is/ was as a leader. Please use a scale of 0-10, where 0 is not at all effective and 10 is very effective indeed. [Base (2017): All 2,061 respondents for May & Corbyn; 765-803 randomly selected respondents for other leaders]
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Historical leaders, apolitical leaders and foreign political leaders are considered more effective than contemporary domestic politicians
16BritainThinks | Leadership study (2017)
Who are the best leaders?
8.11 7.887.07 7.06 6.94 6.91 6.79 6.60 6.45
6.00 5.90 5.86 5.584.92 4.72 4.58 4.56 4.49 4.41 4.35 4.14
3.652.95
0
1
2
3
4
5
6
7
8
9
10
Mea
n ef
fect
iven
ess
scor
e
Q.2 For each of the individuals below, thinking about what you know about them, please say how effective each is/ was as a leader. Please use a scale of 0-10, where 0 is not at all effective and 10 is very effective indeed. [Base (2017): All 2,061 respondents for May & Corbyn; 765-803 randomly selected respondents for other leaders]
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When assessing leaders, focus group participants would often refer to their appearances
17BritainThinks | Leadership study (2017)
Who are the best leaders?
“I picked Winston Churchill because of what he led us through before, the stature of the man. He looks like a
tough man.”
(Focus group participant, Slough)
“I like his style and the fact he’s a brilliant entrepreneur.
He’s not afraid to try new things in the business
world.”
(Focus group participant, Slough)
“He looks like a strong character, that’s for sure… He’s definitely the sort of
leader the Russian people like, a strong leader.”
(Focus group participant, Slough)
“He’s a very successful businessman. But he comes across as a bit of a chump. The way he talks, his hair,
how he stands.”
(Focus group participant, Slough)
Winston Churchill (8.11) Richard Branson (6.60) Vladimir Putin (5.58) Donald Trump (2.95)
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How do May & Corbyn compare?
18BritainThinks | Leadership study (2017)
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Historically, perceptions of party leaders have been one of the most reliable predictors of election outcomes
19BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
47%51%
47% 48%
32%25%
31%
45% 46%43%44%
22%27%
41%
51%
44%
34% 35% 35%39%
1979 1983 1987 1992 1997 2001 2005 2010 2015 2017
Satis
fact
ion
with
par
ty le
ader
+3% +29% +20% +7% +19% +19% +3% +10% +11% +4%
CONmaj
CONmaj
CONmaj
CONmaj
LABmaj
LABmaj
LABmaj
CON min
CON maj
CON min
Ipsos MORI | Political Monitor: Satisfaction Ratings (last available survey data prior to election day)
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This year, too, leaders’ personalities were crucial in determining the outcome of the General Election
20BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
0%
10%
20%
30%
40%
50%
60%
January February March April May June July
Satisfaction with party leaders
% satisfied with Corbyn % satisfied with May
January February March April May June July
Satisfaction with party leaders x Voting intention
% intending to vote Labour % intending to vote Conservative
Ipsos MORI | Political Monitor: Satisfaction Ratings 1997-Present; Ipsos MORI | Voting Intention in Great Britain: Recent Trends
Election called Election day
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This year, too, leaders’ personalities were crucial in determining the outcome of the General Election
21BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
“While I feel Brexit is a very important issue, I’m starting to feel the integrity of the leaders is becoming more of a
significant issue.”
(Swing voter, Birmingham Erdington)
“My vote was about national rather than local politics.
Jeremy Corbyn has run an excellent campaign.”
(Swing voter, Cambridge)
“I really believe the country would be stronger and united if the Conservatives
got a majority vote and Theresa would be a stronger leader.”
(Swing voter, Harrow West)BritainThinks: Voices and Votes (2017) [britainthinks.com/news/election-reflection]
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Neither May nor Corbyn are considered particularly effective
22BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
8.11 7.887.07 7.06 6.94 6.91 6.79 6.60 6.45
6.00 5.90 5.86 5.584.92 4.72 4.58 4.56 4.49 4.41 4.35 4.14
3.652.95
0
1
2
3
4
5
6
7
8
9
10
Mea
n ef
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iven
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scor
e
Q.2 For each of the individuals below, thinking about what you know about them, please say how effective each is/ was as a leader. Please use a scale of 0-10, where 0 is not at all effective and 10 is very effective indeed. [Base (2017): All 2,061 respondents for May & Corbyn; 765-803 randomly selected respondents for other leaders]
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23BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
May is considered awkward, unable to connect with the public and lacking judgement (though respected for her resilience)
Having conviction
Being tough
Having integrity
Being charismatic
Being a good listener
Being a great communicator
Most applicable attributes
Least applicable attributes
“She seems determined to get on with the job and see it through.”
“She’s not afraid to get up in Parliament and face the press. At least she does face everything, she gives it a
good go in Parliament.”
“You do have to look good to be a leader. She just doesn’t look confident.”
“She doesn’t seem to make a convincing argument on decisions one way or the other.”
Q.3 For each of the individuals below, please select the three attributes that you think most apply. [Base (2017): 878-908 randomly selected respondents per leader]
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24BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
Our swing voters felt that May was ‘finished’, a proven failure who was just waiting to be replaced
“You’re offered it because somebody’s made it and you have to accept it – but you’d
probably rather tip it into a plant pot.”
“I just feel that she’s frozen in the spotlight. She looks tired and not
particularly effective, like a rabbit in the headlights.”
“The fascination is that it doesn’t tip over – it keeps going against the odds.”
Drink: Eggnog Animal: Rabbit Car: Robin Reliant
What would Theresa May be if she were a…?
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25BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
Corbyn is admired for his integrity and authenticity – but doesn’t look like a leader and wasn’t considered strong enough
Having integrity
Having empathy
Having a vision
Being tough
Being decisive
Being charismatic
Most applicable attributes
Least applicable attributes
“He looks like he truly believes in it. He’s not putting it on.”
“Jeremy, he does reach out to the people and understands them. He’s got the persona of being down
with the kids. Theresa just doesn’t appeal to me.”
“You’ve got to be stern. You’ve got to have a backbone to talk to world leaders... I don’t think he has clout.”
“He doesn’t look like a leader, his presence. I just think it’d be embarrassing for him to meet the other leaders.”
Q.3 For each of the individuals below, please select the three attributes that you think most apply. [Base (2017): 878-908 randomly selected respondents per leader]
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26BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
While our swing voters had warmed to Corbyn’s passion and empathy, he still wasn’t considered ideal leadership material
Food: Marmite Animal: Dog Car: Prius
What would Jeremy Corbyn be if he were a…?
“It’s simple really: you either love him or you
hate him.”
“Toyota Prius. Kind of ugly-looking car but they do
good for the world.”
“He’s a bit like a stray dog with no owner. Just
scruffy.”
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27BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
May outperforms Corbyn on most policy areas – but not on prioritising working people and protecting public services
22%28% 26%
32%
42%49% 46%
52% 54%56%
46%40%
28% 28%33%
25% 24%
14%22%
26%33%
41%
30%
18%
29%24%
32%
Prioritises working people
Would protect public services
Understands people like me
Would unite own party
Has plan for economy
Does what is right even if unpopular
Would get best EU deal
Would take right security
decisions
Would reduce immigration
% of all UK adults selecting May % of all UK adults selecting Corbyn Don't know
Corbyn outperforms May May outperforms Corbyn
Q.4 For each of the statements below, please say which of the two main party leaders you think it most applies to. [Base (2017): All 2,061 respondents]
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Overall, a plurality of UK adults believe that May would make the better Prime Minister
28BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
43%
32%
25%
Q.4 For each of the statements below, please say which of the two main party leaders you think it most applies to. [Base (2017): All 2,061 respondents]
Who would make the best Prime Minister?
Don’t know
May
Corbyn
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But ultimately there was a sense that May & Corbyn were only in post because of the absence of convincing alternatives
29BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
“I think Corbyn seems a bit stronger and more passionate than Theresa May does. But I just don’t trust him. I don’t
trust either of them.”
(Focus group participant, Slough)
“Theresa May’s leadership has been really overshadowed by Brexit so we won’t know who the better leader is
until the dust has settled. At the moment, we need stability so I would
vote for Theresa.”
(Focus group participant, Slough)
“I do think people are looking for something different - but they’re being
indecisive at the moment.”
(Focus group participant, Slough)
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Asked to give May & Corbyn one piece of advice, most participants focused on personal presentation and appearance
30BritainThinks | Leadership study (2017)
How do May & Corbyn compare?
“Wear a proper suit and look strong! Also don’t go back on
your policies.”
(Focus group participant, Slough)
“Change your look and look more professional.”
(Focus group participant, Slough)
“Try to look and act more like a leader of this great country.”
(Focus group participant, Slough)
“Be more confident.”
(Focus group participant, Slough)
“Show you can be the ‘serious’ guy, even if it is only
once.”
(Focus group participant, Slough)
“Appear more open and in touch with people.”
(Focus group participant, Slough)
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BritainThinks | Leadership study (2017)
britainthinks.com
Thank youFor more information:
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