The estuary accents of Victoria Posh Spice Beckham and Jamie Oliver are now more liked than the Queens English, a study reveals. More than four in five (82%) Britons would question the honesty of someone who speaks like Hyacinth Bucket or the Queen. The study found that two in five (37%) consumers prefer to speak to someone whose regional accent matches their own.
Businesses should also use lifestyle accents when they are talking to consumers, the study says. The estuary accents of Victoria Beckham and Jamie Oliver work best for young, dynamic brands; a bank maybe best represented by a trusted Scots accent, like that of Newsnights Kirsty Wark.
The Voice of Business report from Vocalis also showed that workers who dont speak properly are no longer discriminated against by employers. Seven in ten bosses say theyre not prejudiced about accents. The study has been compiled by Vocalis to help businesses understand the role of voice in communicating with customers.