Frozen food retailer Iceland Foods has unveiled its inaugural supermarket manifesto, ‘Frozen Out’, aiming to amplify customer concerns as the UK approaches a general election on 4 July.
The initiative is a response to research revealing widespread dissatisfaction among Britons with the current political landscape.
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The manifesto draws on a comprehensive survey of more than 6,500 customers, coupled with insights from colleagues and customer panels across the country.
It highlights the pressing issues faced by consumers, particularly the cost-of-living crisis.
According to the survey, 74% of respondents feel financially worse off than in 2021, with the current cost of living identified as their primary concern.
Another significant finding from the research is that 67% of respondents do not feel represented by any of the UK’s major political parties.
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By GlobalDataThis sense of political disenfranchisement is compounded by practical issues such as lack of access to public services.
For instance, 16% of respondents reported being unable to secure a general practitioner appointment, and 22% have given up trying altogether.
Additionally, only 27% expressed satisfaction with local council services, and there are widespread concerns about the quality of state education.
The survey also revealed a notable political ambivalence among Iceland customers, with 39% undecided on their voting choice.
Despite this, a strong majority (94%) intend to vote in the upcoming election, though 32% were unaware of their current Member of Parliament’s identity.
The document will be shared with all domestic political parties ahead of the impending election.
It challenges political leaders to focus on tangible impacts rather than abstract statistics and urges collaboration with businesses to drive meaningful change, according to the retailer.
Iceland’s manifesto represents a unique move in the retail sector, aiming to bring high-street concerns to the forefront of political discourse in the country.
By leveraging its platform, Iceland hopes to advocate for its customers and influence policy in a way that addresses the everyday challenges faced by Britons.
