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Barclays, Tesco, BT, ‘all banks’: Johnny Fearless research reveals the brands making Britain angry


By The Drum Team | Editorial

August 29, 2012 | 2 min read

Creative agency, Johnny Fearless has commissioned a study through YouGov into the brands and companies that have made the British public angry.

Topping the list was a rather unanimous ‘all banks’, but Barclays in particular was found to make people most angry. Responses most commonly associated with the bank were ‘greed’, ‘bonuses’ and ‘ripping off the public’.

Tesco came third in the list, with people citing its 'size', 'impact on the high street' and 'treatment of suppliers' as factors that made them angry.

'McDonald’s sponsorship of the Olympics' and its 'poor quality of food' appears to have irritated Brits, as the fast food restaurant took fourth place on the list.

Utilities and energy companies in general were often mentioned in the context of 'high prices' and 'excessive profits' but when it came to identifying specific companies that provoke anger, respondents associated British Gas, sixth on the list, with 'poor customer service' and BT, fifth, with 'overseas call centres'.

Nestle was mentioned almost exclusively in relation to its marketing practices and the 'sale of formula milk in developing countries'. It came tenth, sharing the spot with Coke, also singled out for 'unethical practices in developing countries'.

Neil Hughston, founding partner at Johnny Fearless commented on the research: "We commissioned the research to see what is really making people angry; what's interesting is it seems to be the basics or lack of that's winding people up."

The total sample size was 2077 adults. Fieldwork was undertaken between 3 - 6 August 2012 and the survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+)

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