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World

Leave or Remain: Brexit brands revealed

Opening Sequence

Opening Sequence

World

Leave or Remain: Brexit brands revealed

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COMING UP:Leave or Remain: Brexit brands revealed

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Transcript

00:00:01
>> Europhile or best of British? The UK's EU referendum has split the public into two distinct camps and research suggests it could even indicate what products we eat, buy, and use. So for our remainer, Instagram, Twitter, even the likes of London Underground make it into the top ten.
00:00:21
As for Brexit voters, well, a lot of it could be picked up at any local supermarket. We're talking PG Tips, HP Source or Bisto gravy granules. I'm Reuters reporter Jacob Greaves, suddenly feeling a little bit peckish. But all of this raises a serious point about the cultural differences that could have emerged after Britain's EU referendum vote, here in London and around the rest of the UK.
00:00:47
>> Pollster YouGov helping to rank the top ten favored leave and remain brands, drawing on a base of 250,000 people they regularly survey, this time collating political persuasions and purchasing preferences.>> Brands that were more popular with the Brexit group are what we would call heritage brands. So you've got PG Tips, Bisto, you've got Cathedral City Cheddar.
00:01:12
So these are food brands that are looking at a more traditional version of Britain as it always used to be. So the brands that are particularly popular among remainers are the brands that you'd expect to see as part of a thriving globalized world.>> They are disrupted technologies such as Airbnb.
00:01:28
These are young people's brands, international, American leaning, modern metropolitan kind of brand values.>> And Freddy says YouGov is increasingly being approached by companies looking at how to market in this new environment.>> A lot of companies are not really taking seriously these Brexiteer verses remain divide, because it can help them actually understand their customers better and know how to appeal to them.
00:01:54
>> As recent British politics indicates, polls might be best served with a pinch of salt, but the vote undoubtedly exposed a rift. The 52% verses the 48%, you are what you eat, might mean something new in the Brexit generation.