On the whole, everyday Europeans are feeling negative about Brexit, according to a J. Walter Thompson study of more than 1,000 people.

69% think that Brexit will have a negative impact on brands.

Three in four also feel that the essence of Britain will change. And this is where the opportunity lies. The results also pinpoint ways in which all brands throughout the world can strengthen their connections with consumers.

71% want brands to educate them, generally, for instance.

71% think that brands can help them to learn about what Brexit means for their products and services, in particular.

67% want brands to ensure that prices of their products and/or services remain the same. 56% believe the outcome of Brexit will have a negative impact on the cost of products and services, while 45% believe it will have a negative impact on the amount people will spend.

People are more insistent that brands show them where their products come from. 67% feel that British brands should communicate more clearly where their products or services are from  and 65% want brands to communicate with them in a more open manner generally.

Toby Hoare, chief executive officer of J.Walter Thompson Europe, commented, “Companies and brands need to redouble their efforts to be seen to be collaborative, open-minded and thinking about possibilities that go beyond their own borders – and even beyond consumers. There are greater messages to be sent.

“They can also play a massive role in abating some of the obvious fears that a huge number of consumers have by educating them – in all manner of areas. This is a great opportunity. The brands that position themselves as open and progressive and for everybody are the ones that most people will want to associate themselves with and buy into. They need to be part of the new world.”

Positivity toward Britain has deteriorated since the 2012 Olympics, when J.Walter Thompson also carried out consumer research. 55% of people felt positive emotions towards the Brits then. 37% do now.

Hoare added, “The coverage around, and reaction to, Brexit alongside the comments we have seen in the research show that this essence [of Britain] may well change for the worse. This risk is very real, so brands need to prepare for it and be sensitive to the ever changing environment.”