The Co-op Group Launches bold new brand platform: 'Owned by You. Right By You'

The Co-op Group has launched one of its biggest ever campaigns to encourage the UK into a nation of co-operators.

The ‘Owned by You. Right By You’ campaign coincides with a new survey* that reveals that over 50% of consumers admit they do not understand what it means when a business is a co-operative or a mutual, while two fifths (42%) admit they do not understand what constitutes a co-operative, or how being part of one could benefit them and their communities.

In many European countries, co-operative businesses are integral to the culture and infrastructure of the nation. In the European Union (EU), over 140 million people - 31% of the EU's population - are members of a cooperative**.

There remains hug untapped potential for co-operatives. Quality products (82%), community support (71%), and ethical practices (65%) are most important for consumers when choosing a local business, all key elements of co-operatives. Additionally, there is strong alignment between consumer values and co-operative practices, with 30% of consumers deterred by misalignment of values and 34% by unethical business spending.

The new government has acknowledged the huge contribution cooperatives can make to the economy and has pledged to double the size of the UK’s co-operative and mutuals sector in its manifesto. Research from The Co-op Group indicates a growing public demand for more diverse models, with more than half of consumers (55%) keen to see more - and back - co-operatives.

The Co-op Group currently has just over five million members. These members own the business and can have a say in how it is run, including how it spends its profits. members also benefit financially every time they shop, through member only pricing and exclusive member offers, and can save "up to £500 a year".

The new campaign was launched with an advert aired during Coronation Street on ITV1 and STV on 17 July - with a bespoke introduction as part of ITV's Proud to Present. In an ITV first, The Co-op Group teased the advert with the ITV logo turning black and white to look like a receipt, mirroring the campaign creative.

Kenyatte Nelson, Chief Customer and Membership Officer at The Co-op Group, said: "This new research shows there's a real appetite for a different way of doing business in the UK – one that is fairer, more ethical and puts power in the hands of communities. At Co-op, we have been proudly delivering this across the UK for 180 years. By tackling this lack of awareness head-on, we aim to help even more people find businesses that share their values. Compared to our UK counterparts, as a business owned by you, we do right by you.

“Now is the time to champion the co-operative model and demonstrate how it provides a solution to many of the challenges we face today. That's why we are on a mission to re-introduce Co-op's core values and principles to the UK. Through our latest campaign, we hope to remind our customers that by simply shopping at Co-op as a member-owner, you get a say in how the business is run, lower prices on the products and services you need and, the opportunity to create better societal outcomes in the communities where you live."

Tony Webster is a leading business historian on the co-operative movement at Northumbria University. He said: "Co-operatives are more than just financial entities. They foster a sense of community and empower consumers through active participation.

"However, the UK's narrow focus on consumer cooperatives and the general lack of education about the co-operative model have led to a decline in their visibility and impact. This is in stark contrast to mainland Europe where integrated cooperative economies are more common and are actively supported by legislation."

The Co-op was founded 180 years ago by the Rochdale Pioneers Society, based on the notion of ethical trading and belief that the profits of the business should be shared amongst members according to their purchases. It was the world’s first ever co-operative business and created a business model which now exists globally, in a huge variety of industries and sectors. It is estimated that as a business model, the largest 300 co-operatives and mutuals report a total turnover of 2,409.41 billion USD, according to the International Cooperative Alliance's World Cooperative Monitor***.

Education is one of the Co-op’s founding principles, and the Rochdale Pioneers established the first Co-op school in 1850. This principle continues today, through the Co-op Academies Trust, which operates 36 schools and supports 20,000 students, and Co-op remains committed to supporting education investing another £1M this year, building on the multi-million investment over the last decade.

Co-op has seen the highest influx of member-owners in seven years. It is committed to delivering value for its members and earlier this year announced ambitions to substantially grow the number of member-owners from five million to eight million by 2030.

For more information on Co-op Group and becoming a member click here.

*All figures, unless otherwise stated, are from Opinion Matters. Total sample size was 2,003 adults. Fieldwork was undertaken between 19 June - 21 June 2024. The survey was carried out online. Opinion Matters abides by and employs members of the Market Research Society which is based on the ESOMAR principles.

**Cooperatives Europe, What is a cooperative?, https://coopseurope.coop/what-cooperative/

***World Cooperative Monitor, 2023, International Cooperative Alliance, https://ica.coop/en/cooperatives/facts-and-figures