Meet the 85% – Why Strategists need to get outside of London’s advertising bubble to truly understand their audiences

The Meet the 85 project is focussed on speaking and listening to the 85% of UK consumers who live outside London and understanding what they think about what’s going on in culture.

It’s a startling fact that 85% of the UK population live outside London and only 15% of the UK population live in London. A surprising statistic maybe, given how London-centric many facets of UK life are – a fact that hasn’t gone unnoticed by multiple governments – not least the current one with its ‘levelling up’ agenda. (Which is failing…)

And within the UK as a whole, we know there are huge regional differences in – amongst other things – political persuasions, income levels and health inequality as well as purchasing behaviours… (Monzo recently used its data to share the...

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