Mintel’s annual report BRITISH LIFESTYLES 2000, published 09/02/00, provides an intimate insight of the true British consumer. As consumer confidence rises, today’s British adult is less concerned with saving and more concerned with holidays, nevertheless there remains an element of caution as paying off debts continues to rise in importance. The majority of adults still have faith in the NHS, and while the average man is living longer, the average woman is working harder for a living. Mobile phone ownership may seem essential, but we are twice as likely to depend on our computer than our phone. There are fewer slaves to fashion – we place the same importance on keeping fit as we do in watching the TV.

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