THE H WORD:
‘HERITAGE’ REVISITED
@KPEACOCK_COMRES
NOVEMBER 2015
A GENERALLY POSITIVE TERM
MEANING
HERITAGE IN PICTURES
4
CRITICAL TO IDENTITY
CULTURAL
‘COLLECTIVE ME’
- Regional / countrywide
- Mostly physical sites
- Learn about and visit
HERITAGE
FAMILIAL
‘PERSONAL ME’
- People, ancestry / inheritance
- Physical but also memories,
stories, values
5
LOCAL VS NATIONAL HERITAGE
100%
80%
7%
20%
60%
47%
40%
20%
0%
19%
6%
Local heritage (e.g. in my local
Don't know
Strongly disagree
Tend to disagree
Neither agree nor disagree
Tend to agree
Strongly agree
town or city) is more important
to me personally than the
national heritage of the UK
6
Q. Thinking about heritage, to what extent do you agree or disagree with each of the following statements?. Base: all respondents (n=2000)
A SOURCE OF PRIDE
PASSED ON
‘It MUST be passed on to future generations’
‘…what we hand on or receive from the past’
‘…inherited from generation to generation’
‘…passed through further generations, giving all the benefits of past experience’
& TO BE PROTECTED
‘…places and things that have been around for years and are protected’
‘…the preservation of older ideals, places, food stuffs for future generations’
‘…important to preserve or remember, something worth keeping and passing on’
7
PROTECTING HERITAGE
The UK government has a moral
38%
obligation to protect our heritage
The UK's heritage needs to be
45%
protected
0%
Strongly agree
Tend to agree
35%
Neither agree nor disagree
20%
18%
34%
40%
Tend to disagree
60%
Strongly disagree
15%
4% 3%
3% 3%
80%
100%
Don't know
8
Q. Thinking about heritage, to what extent do you agree or disagree with each of the following statements?. Base: all respondents (n=2000)
VALUE OF HERITAGE
9
IMPORTANT, BUT A NECESSITY?
Heritage is important to me
Heritage is a luxury, not a
personally
necessity in the UK
5% 1%
8%
2% 5%
11%
23%
31%
27%
25%
37%
Strongly agree
Tend to agree
Neither agree nor disagree
Tend to disagree
Strongly disagree
Don't know
Q. Thinking about heritage, to what extent do you agree or disagree with each of the following statements?. Base: all respondents (n=2000)
26%
IMPORTANT, BUT NOT AT EXPENSE OF CURRENT
‘I firmly believe that every aspect of our heritage is part of our very being’
‘Heritage is a very undervalued aspect of society’
‘The past is the foundation’
Past
Future
‘A balance needs to be struck between saving the past and planning for the future’
‘It can’t be so important that it becomes a higher priority than the present!’
OBSTRUCTIVE TO HOUSING NEEDS?
100%
4%
13%
80%
26%
60%
40%
26%
20%
26%
Don't know
Strongly disagree
Tend to disagree
Neither agree nor disagree
Tend to agree
Strongly agree
0%
Heritage is obstructive to
future housing developments
12
Q. Thinking about heritage, to what extent do you agree or disagree with each of the following statements?. Base: all respondents (n=2000)
PRIORITISING HERITAGE
ESSENTIAL / DAILY LIFE
LINKS TO ‘CULTURE’
MEDIA / TECHNOLOGY
FUNDING SUGGESTIONS
13
HERITAGE MAKES A CONTRIBUTION
Heritage does not contribute
anything to the country
4% 4%
7%
18%
44%
24%
Strongly agree
Tend to agree
Neither agree nor disagree
Tend to disagree
Strongly disagree
Don't know
14
Q. Thinking about heritage, to what extent do you agree or disagree with each of the following statements?. Base: all respondents (n=2000)
CONTRIBUTION OF HERITAGE
90%
80%
70%
60%
50%
40%
81%
73%
30%
61%
20%
10%
0%
-10%
-4%
-7%
-7%
The economy
Creative industries
-20%
Attracting tourists
Agree
Disagree
15
Q. Thinking about heritage, to what extent do you agree or disagree with each of the following statements?. Base: all respondents (n=2000)
ANY
QUESTIONS?
THANK YOU
Katharine Peacock
Managing Director
katharine.peacock@comres.co.uk
020 7871 8660