KNOCK-KNOCK – WHO’S THERE? ONE IN TWO CAN’T NAME THEIR NEXT DOOR NEIGHBOUR
• 50% of city-dwellers in Europe don’t know their neighbours’ names
• Yet 71% would welcome a knock on the door from them this Christmas
Tuesday, 17th November: Twenty-first century cities may see more and more of us living closer and closer together, but it seems that our nearest are further away than ever from being our dearest.
According to new research released today by labels-for-less retailer TK Maxx, 50 per cent of urban Europeans don’t know the names of the people living next door to them – yet three-quarters (75%) can name the inhabitants of Hogwarts and two thirds (65%) those who live on the fictional streets of Fair City.
The research finds that almost one in five (18%) are unable to name a single person in their entire neighbourhood, with the average urban European knowing the identities of just four people who live on their street or in their apartment block.
And it seems a degree of reserve or even shyness is a factor in this. Two fifths of flat-dwellers (40%) have avoided speaking to their neighbours in the last 12 months when bumping into them in their building, and a third of people who live in houses (33%) have failed to strike up a single conversation with those over the garden fence.
For other urbanites (48%), working long hours is an obstacle to getting to know the neighbours, while more than a fifth (22%) cite the anonymity of city life.
Yet no fewer than 71 per cent of Europeans admit that they would more than welcome their neighbour knocking on their door this Christmas with a small gift or just a simple hello.
The research shows that this desire to connect with our neighbours – especially face to face – certainly does exist with 81 per cent of Europeans saying they would be happy to talk to their neighbours, and a further 54 per cent say that having good neighbours has a positive impact on their overall wellbeing.
Acknowledging these trends, TK Maxx has launched its new Love Your Neighbour campaign to help reconnect people with their community over Christmas. The activity encourages shoppers to look outside their front doors - and over their garden fences – to consider those who may not always be their dearest but who are their nearest, and to break the ice with one extra gift this Christmas.
Deborah Dolce, Group Brand and Marketing Director at TK Maxx commented: “It can be easy to overlook our neighbours amid the hustle and bustle of a family Christmas. But the festive season gives us the perfect opportunity to spread a little cheer by ringing the doorbell of our nearest and say thank you for all the small things they do for us all year long. So whether they’re a budding gardener, a yoga goddess or a tea fanatic, we’ve got something to suit every personality at TK Maxx. With thousands of brands and one-off gems available at up to 60% off the RRP, you’re sure to find that unique gift to make your neighbour’s Christmas this year.”
FAVOURS FOR NEIGHBOURS
Despite urbanites’ name drain over their nearest, nearly two thirds of Europeans (63%) say their neighbour has helped them out over the past year – with a majority (54%) citing a willingness to help out the people next door as a key quality in a good neighbour, second only to simply being friendly (62%). Top deeds include:
Taking in deliveries – 53%
Putting out the bins – 33%
Keeping an eye on property while the occupant is away - 43%
Lent tools or gardening equipment – 25%
Given a lift somewhere – 19%
Fed pets – 18%
Mowed your lawn – 17%
Helping out with plumbing or other skilled labour – 16%
Being there for tea and sympathy – 16%
Looked after children – 7%
To celebrate Europe’s best neighbours and reward them with a special Christmas surprise, people can visit: https://www.facebook.com/TKMaxxIE
For press enquiries, photo requests or more information regarding GUCFG please contact: Mark Kilbride or Marie-Claire Whelan at Ogilvy PR Dublin: Mark.Kilbride@ogilvy.com / Marie-Claire.Whelan@ogilvy.com / 086 3966338 (MK) / 086 073 5437 (M-CW)
Notes to Editor:
#LoveYourNeighbour resonates with the TK Maxx philosophy of working hard to be a good neighbour in local communities. The company has supported more than 300 local charities in the last year alone, through donations, fundraising, merchandise sales and customer and employee fundraising.
Research conducted in October 2015 by Censuswide.
Sample of 4,000 respondents across the UK, Ireland, Germany and Poland (approx. 1,000 respondents per country).
About TK Maxx:
TK Maxx is a designer brands-for-less retailer implementing a unique ‘off-price’ concept which originated in the US. It sells designer and high street brands of womenswear, menswear, homeware, children’s wear, gifts and accessories at up to 60% less than the recommended retail price (RRP). TK Maxx buyers deal direct with designers and brand owners so they can pass huge savings onto the customer. A typical store has over 50,000 items in stock and receives 10,000 new pieces, styles and colours a week, which means stock is consistently fresh.
TK Maxx is part of TJX Europe, the European subsidiary of the US group TJX Companies Inc.