Young people want a return to the values of the past

Britain's high unemployment, financial problems and swathe of social issues has led to 77% of young people - and 90% of all Britons - yearning for the values of the past, according to new research from Chelsea, the UK's fifth largest building society. The survey shows that all age groups consider that Britain has changed for the worse in the past 20 years, citing a lack of discipline in schools (77%), family breakdown (74%) and individual greed (70%) as the worst factors that have led to this decline.

Most devastating is the fact that young people (18-24), traditionally the most optimistic age group, also believe that British society has changed for the worse, with 65% blaming family breakdown and 62% a lack of discipline in schools. Challenging the perceptions that young people reject traditional values - 44% would like to move away from a society of 24/7 television to more family day trips (71%) and even more board games and toys (66%). In addition, 64% want less fast food and more meals around the dining table.

What Britain wants

Having basic manners is considered highly important by all age groups. The practices considered most important by all Britons are saying please and thank you (89%), children with manners and respect (87%) and people vacating their seats for the elderly, pregnant and disabled (84%). Personal service is also highly prized with 80% of consumers valuing ‘service with a smile' and 78% looking for companies that are happy to take time to assist them.

The importance place on manners was also reflected in the answers given by young people, but interestingly their answers also show society's increasing gender equality, with only 48% of young people considering it important for men to open doors for women, compared to 72% of over 65's.

Indeed, manners and community values are more important to young Britons than practices that affect their employment. Only 31% of 18-24's are concerned with having a 9-5 working day, and only 43% consider a company pension as important, compared to a wider 57% of all Britons. 36% of young people rate a stay at home mother as important, against 33% overall- and 30% of over 60's.

Tim Taylor (Divisional Director - Customer Services) at Chelsea Building Society, commented on the research findings:

"It is good to see that some things never go out of fashion - service with a smile and manners don't cost anything but mean so much to people. Indeed, these results show that, Britons of all ages are looking to traditional values, personal service and the comfort of family and friends to provide continuity in this uncertain world.

"Although some aspects of modern society are obviously important, this research indicates that Britain wants to refresh cherished traditions and see them become an active part of life going forward.

"With this in mind, Chelsea Building Society has launched a range of ‘Refreshingly Traditional' savings products that are straightforward and benefit different age groups. By retaining what was best about traditional savings products and combining them with modern benefits such as better access, we hope to provide products that will appeal to all."