As part of our consumer-related services, Survation offers bespoke brand awareness and development research. Some clients of this service include 38Degrees, the National Infrastructure Commission, and most recently, the Living Wage Foundation. Following its branding redesign, the Living Wage Foundation commissioned Survation to conduct succinct research regarding the public’s awareness of the real Living Wage and the Living Wage Employer accreditation. Companies, including Survation, receive this accreditation by voluntarily paying their employees at least the real Living Wage, which is the annually calculated wage based on the cost of living where people live. The Living Wage Foundation has recently announced the new real Living Wage rates for inside and outside of London.

Awareness of the real Living Wage

In a survey of 2,131 UK adults, Survation asked respondents about their level of recognition of the real Living Wage and the Living Wage Employer accreditation. A high level of awareness of the real Living Wage was found: three of four members of the public have heard of the real Living Wage, and two in five understand what it is. Slightly under half of respondents aged 45+ know what the real Living Wage means, over double the proportion of 18-24 year olds who said they do (20%). Encouragingly, three fifths of respondents who aren’t economically active have heard of the real Living Wage and three quarters of those in employment also have.  

Living Wage Employer recognition 

Furthermore, just under half of the public have heard of the Living Wage Employer accreditation and one in five know what it means to be accredited. The majority of 18-44 year olds knew what it meant (52-58%) whereas those over 65 were much less likely to (32%). Regarding employment status, full-time employees were most likely to know what it means (30%), followed by those in self-employment (22%). Regionally, participants in Scotland (35%) and London (30%) were most likely to understand what it means to be Living Wage Employer accredited.

Additionally, respondents were shown the previous Living Wage Employer logo and the new, refreshed logo in a randomised order, and asked whether they have or have not seen the logos before. Almost a third had said they’ve seen one of the logos before, attributed mostly to seeing employers advertising that they pay the living wage on their website (36-38%) and seeing it on social media (35-36%). Three in ten have also seen the logos on job adverts. 

Those in full-time employment were marginally more likely to have seen the logos than those in part-time employment (40% vs 35%). Respondents in the highest household income band (£40,000+) were considerably more likely to be aware of either logo (39%) than respondents in lower bands (25%). Combined with those who have heard the Living Wage Employer term before, Living Wage Employer awareness stands at two fifths of the general public, speaking to the growing prevalence of the brand across the UK: the majority of Londoners and half of Scots have at least some awareness, as do 42% of residents in the North West.

Living Wage Employer accreditation and consumer choices 

Promisingly, 48% of the public stated they would be more likely to shop at a business if they knew the business was a Living Wage Employer. The majority of 25-34 year olds (50%) stated they would be more likely to, the highest of all age groups followed by half of 18-24 year olds. In the regions with large enough subsamples, Scotland and the West Midlands were most likely to say the accreditation would encourage them more to shop at these businesses (51%). More than a half of those in the higher socioeconomic group are more likely to shop at accredited businesses, compared to 42% of those in the lower group. Two fifths of the latter said it would not make a difference, possibly due to prioritising shopping at the most affordable places first.

Summary

Our work with the Living Wage Foundation shows there is a real sense of awareness of their real Living Wage scheme amongst the general public and a solid level of understanding what it actually means. Since its establishment, the Living Wage Employer accreditation has become substantially recognised, which individuals credit to various forms of advertisement, whether on member companies’ websites, social media, or in shopfronts. A large number of consumers being more likely to shop at places known to be Living Wage Employers shows what good can come from campaigning and advertising for the Living Wage Foundation, its employers, and importantly, employees across the UK.

Realising the level of knowledge consumers have of your brand and the channels most effective at connecting with your audience is crucial to fulfil your brand’s potential. Survation can help you grow by exploring brand awareness and consumer perception to thoroughly understand your target market and garner actionable insights. We also offer other brand development services including consumer profiling. If you’re interested in conducting brand awareness or development research, we’d be happy to help. Contact us at researchteam@survation.com or call John Gibb on 020 3818 9661.