Press Release
UK'S NEW 'OFFSET CULCTURE'; BRITS BALANCE OVERLOAD WITH EVERYDAY TREATS
Date: 15 October 2007
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Busy Brits are living a 21st century juggling act and indulging in everyday treats to "offset" the pressures of home, work and busy social lives. According to research out today, almost half of UK adults admit to treating themselves more today than they did ten years ago because they feel they're working harder (46%).
New trend data reveals that Brits feel an increasing need to treat themselves to a bit of everyday luxury. The number of people agreeing that they easily give into temptation has risen by 50% over twenty years, from 30% in the 1980s to 45% today.1 The need to treat ourselves has given birth to a newly identified trend - Britain's 'Offset Culture'.
The 'Offset Culture' points to an emerging group of Britons who impulsively treat themselves as part of everyday life, to cope with time pressures and the general overload of leading busy modern-day lives.
Impulsive Brits...
The YouGov survey of more than 2,400 people, which was commissioned by Nectar to mark the launch of its Star Treats, found that nearly two thirds (63%) of the population treat themselves at least once a week, to a range of treats, from a massage to eating out on a weekday, to morning sex. And, almost half of those polled (41%) admit to giving into these passing fancies and sudden impulses as often as three times a week.
Impulse purchases are felt to be perfectly normal. The number of people who feel guilty about treating themselves has fallen in the past 25 years, with less than 1 in 3 Brits now holding this view.2
Chocolate beats sex...
In what appears to be a contradiction of our times, when people often aspire to lifestyles of the rich and famous, those surveyed found the lure of simple, uncomplicated treats appealing.
The Nectar research found that chocolate is the nation's favourite type of treat - better than champagne (4%), time off work (10%) and almost three times more popular than morning sex (14%) for over a third of Britons (37%). Other popular treats include eating out on a weekday, enjoying a pint of beer, going for a coffee, watching sport and listening to music.
Commenting on the Nectar findings, Jamie Allsopp, Associate Director of Innovation at the Future Foundation, says;
"This 'Offset Culture' is an important part of allowing people to manage time pressures. People want the opportunity to convert their time into quality all across the day. Slotting small, everyday treats into daily life is likely to be a key strategy in achieving this.
"As our lives become more complicated people feel a need for immediacy, convenience and simplicity. This could be why easily accessible rewards scored much more highly than activities that cannot be fitted in as easily, such as popping into the betting shop or having sex in the morning."
Men give into temptation more than women...
The temptation to give into life's little luxuries is more prevalent among men than women, the poll found. Almost half of men admit to treating themselves more than twice a week (45%), compared to a third of women (35%). 'Spoiling yourself' also appeared to be the preserve of the young, with over half of those under 25 (55%) rewarding themselves more than once a week, compared to 31% of people aged 55 or over.
Almost a quarter of those polled (22%) chose 'Because I work hard and deserve it' as the most popular reason for treating themselves and almost a half (46%) are treating themselves outside normal office hours, with 8.30pm on Fridays being the number one time to indulge.
John Sheekey, Marketing Director at Nectar says;
"Nectar is all about giving our collectors the treats they feel they deserve with a much bigger selection of offers available. What's interesting to see about this research is that people believe they're working harder than ever and want to balance this by treating themselves. With our new offers and monthly Star Treats, we hope collectors will think about all of the great ways they can use their Nectar points and treat themselves to a little something special."
Nectar, the UK's leading loyalty card, has relaunched with a focus on offering more 'treats' to its collectors, including brand new 'star treats' every month. It's now easier than ever to spend Nectar points as theres a whole new world of treats available at nectar.com
BRITAIN'S TOP TREATS
1. Chocolate / cake / sweets 37%
2. Eating out on a weekday 22%
3. A curry / Chinese 21%
4. Pint of beer 18%
5. Going for coffee or pastry 16%
= Listening to favourite soundtrack - 16%
7. Morning sex 14%
8. Watching sport 13%
= Watching favourite DVD 13%
10. Buying favourite magazine 12%
MEN'S TOP TREATS
1. Pint of favourite beer 31%
2. Chocolate / cake / sweets 29%
3. Watching sport 24%
4. A curry / Chinese 21%
5. Morning sex 19%
= Eating out on a weekday 19%
7. Listening to favourite soundtrack 15%
8. Watching favourite DVD 12%
9. Leaving work 10 minutes early 8%
= Flirting with strangers 8%
WOMEN'S TOP TREATS
1. Chocolate / cake / sweets 43%
2. Eating out on a weekday 25%
3. A curry / Chinese 20%
= Going for a coffee or pastry 20%
5. Listening to favourite soundtrack 18%
6. Buying favourite magazine 17%
7. Watching favourite DVD 15%
8. Impromptu pampering treatment 11%
= Leaving work 10 minutes early - 11%
10. Morning sex 9%
1 Source: The Future Foundation; 01/10/2007
2 Source: The Future Foundation; 01/10/2007
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