By Marcus Leach

Half of all Brits believe that household brands are key to bringing back the sense of local community in Britain.

As the Government calls for the need to empower local people and communities to build a ‘Big Society’, communications agency G2 Joshua reveals that brands could provide the foundations, with consumers believing that there is a role for brands to build community spirit.

Tesco is the clear winner in the battle of the brands with over half of consumers believing it plays a positive role in helping to form a sense of community. Major supermarket brands topped the list with Waitrose the second most popular at 23 per cent, while Morrisons came in third at 20 per cent.

Mainstream brands that Brits feel did not impact their community spirit were Innocent (nine per cent), Nike (six per cent) and Red Bull (five per cent).

Over two-thirds of those surveyed said that that being part of a community mattered to them. Staggeringly, 80 per cent believe that a sense of community does not exist where they currently live.

Surprisingly, despite all the Royal Wedding fever, the study also reveals that over three quarters of people do not believe the Royal Wedding helped to create a feeling of community.

“This research reveals a fascinating insight into the consumer mindset and just how important a role brands can play in people’s everyday lives," Tim Hipperson, CEO, G2 Joshua said.

"It is not surprising that supermarkets lead the way in creating community with schemes that provide computers or sports equipment for schools, or supporting local charities.

“It is crucial for brands moving forwards to stand up and take note, adapting their marketing strategies accordingly for what their customers want. A sense of community clearly matters to a vast number of consumers which provides the perfect opportunity for brands to engage with their audience in a way that is meaningful to them.”