Official launch today at noon.
http://www.britainstoprealrolemodel.co.uk/
Great, much needed campaign, strong publicity today for Amway with 20 radio interviews and TV, more to follow.
Thanks to Debbie Moore, Pineapple CEO, and Claire Young for lending their support.
Pineapple Founder Debbie Moore, OBE, and Claire Young, Amway UK Business Ambassador Kick off Search for ‘Britain’s Top Real Role Model’
Starting from 12 noon on 19 April 2011, the hunt is on for ‘Britain’s Top Real Role Model’. Anyone will be able to nominate and vote at
http://www.britainstoprealrolemodel.co.uk/ as the search for the inspirational ‘real’ role models of business, big or small gets underway.
The search will led by a panel of judges chaired by entrepreneur and Pineapple CEO Debbie Moore, OBE, and includes Claire Young, Amway’s first UK Business Ambassador.
The initiative has been created and launched by Amway, a leading direct selling business, and aims to fill the perceived gap in the prominence of ‘real’ role models in business, illustrated in recent survey findings. By identifying and recognizing the stories and achievements of budding entrepreneurs in all walks of business life the goal is to positively inspire and empower young people today about business.
In the recent Amway study that polled 1000 UK Women; an overwhelming majority of 54% felt they did not look up to anyone as a good role model at all. The survey named Harry Potter creator JK Rowling, with 27% of the vote as someone they looked up to as a role model. Samantha Cameron came second with 9.1%.
Cheryl Cole scored highly amongst 16-24 year olds registering in 2nd place with the younger respondents, whilst Katie Price appeared near the bottom of the list - recording no votes at all from women aged over 35.
Only 36.8 % of the overall survey volunteered response when asked to name three successful businesswomen / entrepreneurs. The people listed without prompt would suggest there is a real shortage of awareness when it comes to successful businesswomen: Anita Roddick, Deborah Meaden, Michelle Mone, Karen Brady, Delia Smith, JK Rowling all getting multiple unprompted responses.
Sheryl Franklin-Worth, Amway UK spokesperson comments,
“We are seeing a shift in attitude towards the importance and impact of throwaway celebrity culture. Celebrity led Magazines are in decline, year on year 19.3%. What we have is a younger generation that is ready and waiting to be inspired by the right kind of role model, yet there are just not enough of them out there.. By championing the prominence and awareness of ‘real’ role models in business, the goal is to inspire and motivate young people – that’s the goal for Britain’s Top Real Role Model’
An overwhelming majority of 80.5% felt that more could be done to inspire a younger generation about business and careers. Asked who should take responsibility for that, Parents (62.3%) and School teachers (60.6%) came out top overall. In the breakdown by age, it was a different story with over 70% of 16-34 year olds believing it was primarily the government’s responsibility.
Personality universally ranked first in the list of qualities that appeals, and they most admire in a role model, followed by Intelligence, Attitude and Motivation.
As people get older they are less likely to be influenced or inspired by any section of the media – of the 1000 women polled only 46% felt that they were. National newspapers were seen as the most influential with 18.8% of the overall vote, whilst Celebrity magazines (8.8%) and Reality TV (6.0%) came at the bottom of the list. Within the sample, Business TV such as Dragon’s Den scored highest amongst the 16-34 year old group and Glossy Magazines (24.7%) for 25-34 year old women.
When asked what kind of career people aspire to: 29% of all respondents expressed a preference on running their own business, a vote that scored highest amongst 25-44 year old women. 45.1% of 16-24 year olds would choose a profession such as becoming a lawyer or a doctor as their first choice.
Looking at the factors which most influence people’s attitude towards success, 71% saw Personal Satisfaction as the most important, with Fame scoring only 2.7%. The importance of Money was highlighted as most influential amongst the 16-24 year old age group where it registered 72.5%.
Of those respondents who would like to start their own business the three reasons that scored highest were: in first place self fulfilment; followed by better balance of family, leisure and work time. then thirdly, the chance to become their own boss with independence from an employer.
Asked what the most significant obstacles in becoming self-employed were, lack of Starting Capital was considered the most relevant overall. Lack of a Business Idea was deemed close second in importance amongst 16-34 year olds, whereas lack of economic know-how was of greater importance to the 35 plus segment.
Full survey results can be viewed at www.britainstoprealrolemodel.co.uk/surveyfindings
Nomination and Voting
The qualification process requires individual candidates to be nominated online at www.britainstoprealrolemodel.co.uk . Once any approved candidate receives 25 supporting votes or more they are automatically shortlisted for judging by the panel. The nomination process closes Monday 6 June 2011 with Judging of the shortlist taking place shortly after, and the winner announced at the start of July 2011.
The Britain’s Top Real Role Model initiative will recognize and reward fresh 2011 role models who can challenge a younger generation’s perceptions of who we should look up to for inspiration in business in the real world. By championing the prominence and awareness of ‘real’, accessible role models in business, the goal is to inspire and motivate young people today.
Motivational Events
As part of the initiative, Amway UK Ambassador Claire Young and Motivational Guru Paul Stalker will be hosting a series of inspirational masterclasses open to all at Amway’s London Flagship Experience Centre and in Leeds.
The Panel
Britain’s Top Real Role Model Judging Panel includes:
Debbie Moore, OBE
Claire Young
Paul Stalker
Sally Brinner (Amway Business Owner)
Sheryl Franklin-Worth (Amway)
