Britain has had a ‘feelgood’ Olympic summer, but what is the likely socio-cultural legacy? Early evidence suggests that there are some good opportunities for policy-makers and communicators, but also that the significant challenges pre-dating the Olympics have endured.
These challenges include the complexity of a more diverse, distracted, fragmented Britain, ‘cognitive polyphasia’ (contradictions in world views and in respect of key agendas such as localism and behavioural economics) and ‘hsyteresis’ (the notion that Britain will not bounce-back to pre-austerity norms).
Ben Marshall and Matthew Taylor from Ipsos MORI will present these themes, drawing on evidence from a range of social and communications research projects, as well as their recent Britain 2012 paper. They will present the key issues facing policy-makers, communicators and researchers and argue that understanding the zeitgeist is important to securing positive outcomes whether ‘nudging’, ‘shoving’ or communicating.
Ben and Matt will also look ahead and suggest that we will need to employ a more diverse range of fit-for-purpose communication and research tools to make sense of, and change, society.