Brits want reasons to be positive in 2013

More than one in two adults wants more uplifting material in the news for the year ahead and almost a third want an escape from dreary headlines, according to a new poll for elephant communications.

Whilst the new research data suggests a large proportion of people want to follow serious and authentic news that engages with the issues they are coping with, many also want an escape from it - and reasons to be positive.

The elephant survey also found a stronger appetite for celebrating role models, perhaps a possible ripple effect from Team GB’s success during the summer months.

When people were asked specifically about the news stories they were more interested in following since the Diamond Jubilee celebrations and the 2012 Olympic and Paralympic Games, 37% of respondents said they were now more interested in engaging with material that gave them reasons to be optimistic and 34% were more interested in stories that celebrated Britain’s role on the world stage.

Lindsay Marino, Director at elephant communications commented: “Over the last five months, we have looked at people’s outlook, confidence and news story preferences before during and after the summer’s major events. Our research suggests many people balance an interest in direct, gritty stories that relate to coping with austerity with a desire to be hopeful and optimistic.”

Full findings of the new study will be shared with clients in mid November and a highlights paper will be more broadly available in December.