UK public think skilled immigration can restore national pride and fix ‘broken Britain’

New research from CaSE sheds light on what the public think and feel about skilled immigration to the UK.

Public attitudes insights and messaging guidance published today by Campaign for Science and Engineering (CaSE) find that there is appetite in the UK for researcher immigration to the UK, especially when positioned as a way of restoring national pride and fixing ‘broken Britain’.

There is substantial evidence on the benefits of attracting international researchers to the UK’s R&D sector, but the messaging used by the sector has struggled to cut through in the wider public debate around immigration.

CaSE commissioned The Social Agency and Icaro to develop and test pro-researcher immigration communications that are more emotionally resonant with the public – especially those who hold stronger anti-immigration views, to produce a Guide for Engaging the Public with Researcher Immigration. This guide was informed by qualitative and quantitative research.

Findings tell us that the public are often supportive of bringing talented researchers to the UK, but care needs to be taken to ensure that the message lands effectively. We found that messages that framed international talent as a way of restoring national pride and fixing ‘broken Britain’ were particularly effective. At the same time, we saw that people don’t want to hear that Britain is reliant on immigration and want to hear about homegrown talent as well.

To reach broader public audiences with messages without alienating those who hold anti-immigration sentiments, the guide sets out seven principles, which include:

• The need to use inspiring language, with the best performing statements talking about ‘building’ and ‘doing it again’ rather than ‘problems’.
• Being clear that the message is about attracting the best overseas talent and giving specific examples of innovation.
• Being mindful of language and highlighting the benefits of attracting overseas talent for the Britain and British workers, and avoid implying a reliance on immigration.
• Aligning on one idea and speak with one voice as a sector, with individual messages should always leading back to the big idea.

It’s important to highlight that while this guide will enable new ways of talking about researcher immigration, the best communication will always require careful understanding of the evolving nature of the message’s audience and context. For example, we found that people wanted to hear how international researchers would benefit their local areas – something that can only come from the insights of local research organisations and politicians.