Buckingham Palace with crowds on the Mall

Any relaxations in lockdown restrictions, however cautious, shift the burden of responsibility a little towards individuals from government mandates. Data held within AMSR suggest that a large majority are well-disposed to this.

Most of us are happy with the principle of personal responsibility. Thus around 60% disagreed with the statement in 2012, much as in 1992, albeit with a shift in stridency – the proportion tending to disagree (34%) now larger than those who definitely do so (24%). Subsequent data show that this remained the case in 2019.

Source: Kantar TGI

We must hope that the 24% who strongly reject the idea of obeying instructions are models of sensible behaviour rather than risk-creators. A demographic breakdown shows that they are disproportionately found among over 55s and ABC1s. This ‘baby boomer’ generation has been used to great freedoms; they will need to accept a changing reality while we endure the current crisis.

Source: Kantar TGI



TGI (Target Group Index) is a continuous survey which has been carried out in Great Britain since 1969, based on 25,000 adults per annum, who provide information on their use of all major products, brands and services.  Attitudinal, demographic and media exposure data are also included.  Kantar, who own and operate the TGI, are making major donations of data to AMSR.  Click here to explore the TGI archive within AMSR.

Contributed by Geoff Wicken
Date posted: May 18th, 2020


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