Home News Fitness and Optimism Prevail in Ulster Bank Research

Fitness and Optimism Prevail in Ulster Bank Research


As part of its ongoing #WhatMatters campaign, Ulster Bank and market research firm B&A have identified some of the key things that really matter to people.

According to the research, health and wellbeing (including economic wellbeing) topped the list. With 72% saying being healthy was what mattered most, 33% admitted that making more money was a priority for 2016 while 28% of those surveyed wanted to get fit.

Also ranking in the top five were “Kids and their future” at 42% – though this was higher amongst women and older adults. In addition, seeing the world was cited by 36% of those surveyed.

The research revealed further optimism in response to what they’re looking forward to in 2016: the majority of consumers (41%) anticipate “a new healthier me” and approximately a quarter of us are looking forward to a big holiday (26%), while 23% look forward to a loved one having a better quality of life.

When asked what matters most to the nation, 60% said solving the homeless crisis, with equal numbers citing healthcare provision – almost double the number that cited looking after the elderly (34%) and economic stability (33%), and six times more than those that cited political stability (10%).

What matters to us - square 2-23Ulster Bank conducted the research as part of a €4m investment in a new marketing campaign that moves away from traditional product advertising and puts the customer centre stage.  The ad campaign, which was created by Ogilvy & Mather, flags the big and the small things that matter to people at different stages in their lives, and convey the breadth of love, hope and dreams that Irish consumers experience.

Underpinned by #WhatMatters, the campaign is a significant move by Ulster Bank to recharge the brand and pave the way towards rebuilding trust and delivering on its commitment to customers and to the Irish market.

According to Maeve McMahon, director of customer experience & products at Ulster Bank Group: “the research reflects a positivity among the Irish people and an appreciation of what is important in their lives.  It also matches our optimism at Ulster Bank as we consider our customers and what matters to them and are recharging and revitalising the brand accordingly.  At Ulster Bank, we are focused on improved and exemplary service, and in doing so building our customers’ trust into genuine advocacy – taking on board their feedback as we work hard to meet their needs.  This campaign marks an important step on the brand’s journey to becoming the number one for customer service, trust and advocacy.”

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