The Great British Moan Off: Are we a nation of complainers?

Posted By Axonn on 10th March 2015

The weather is rubbish. Why are there Christmas adverts on in October? When will this slow assistant in the post office realise she’s creating a queue?

Yes, we are British, and yes, we like to moan. Everyone feels a little bit better after having a good old fashioned rant, even when there is not much to scream about.

Whether it be anything from queuing to dancing, or to far-flung deeper issues such as class or equality, it is extremely easy for us all to throw our rattles out of the pram, but a question we often need to ask ourselves is when do we go from ‘fun moaning’ to just annoying everyone else?

Well, according to new research by Axonn Media, we are making sure we get our voices heard, regardless of the social cost. It has emerged that 78.2 per cent of Brits will contact a brand if they have an issue with it, even though two-thirds of these individuals would rather do it in email format than have to experience face-to-face confrontation.

In this digital age, this process of moaning without having to face the consequences has only amplified, with angry statuses and rant tweets being the norm of our daily lives. We all have that friend on our feeds who ends up becoming unfollowed because they inundate our social media space with their rants, grievances and complaints.

The Axonn research seems to suggest that, as long as a brand has a presence, social media is ideal for solving quick issues, especially among those who are aged between 25 and 34. How much it does for your personal friendships is another matter altogether.

So where is it that most people are using online therapy? Well, 68.7 per cent of moaners used Facebook as a channel to vent, probably because it enabled them to create lengthy essays, and doesn’t limit them to 140-character tweets. That is not to say that the latter was not used, with 23.6 per cent choosing to keep their rage concise. Oddly enough, Instagram came in at third, with 4.3 per cent of complainers going on the picture-based app to contact their brands.

So is moaning the quintessential British quality? Well, it would be unfair to suggest this. We are known around the world for our politeness, our obsession with the weather knows no boundaries, and our sarcasm is often mistranslated across cultures. But if this data is anything to go by, it looks like as long as we find it easier to connect with our favourite brands, the age-old tradition of complaining will continue, but with more strength than ever.

As a society obsessed with being connected, we find it easier to have our voices heard, good or bad. So here’s a salute to being British. We love cake, we drink tea, and we enjoy a good moan.