Welsh most proud in UK of their accents according to new study

Seventy four percent of Welsh people said they wouldn’t change their accent for anyone, more than anywhere else in the UK, with 62% saying their accent makes them sound unique.

The research, conducted on behalf of KLM Royal Dutch Airlines also found that the Welsh accent is the third most popular UK accent (22%), beaten only by fellow home nation voices Northern Irish (23%) and Scottish (27%).

Over a quarter of Brits nationwide claim to have changed their accent at some point, with 43% admitting they even have a telephone voice. The most common reasons that Brits change their accents? To sound ‘posher’ (27%) and to avoid embarrassment (26%), albeit 69% said they wouldn’t change their accent for anyone.

Further, the research shows the dating game is an accent minefield, with men twice as likely (26%) as women (11%) to change their accent when impressing potential suitors and even in-laws. Nationwide, those in London were most likely to come across an ‘accent catfish’ (someone who changes their accent around a romantic partner or romantic interest) when playing the field, with 38% of respondents admitting to covering up their true tones with a partner. When looking at accents specifically, almost a quarter (22%) of Welsh people admitted to tweaking their accent with a romantic partner.

KLM commissioned this research into perceptions and feelings around regional accents to encourage all Brits to be proud of their unique twangs that are central to their identity. A powerful identifier of our heritage and upbringing, accents serve as a unique reminder of home that we always carry, even while on holiday.

Airline KLM say they have long championed local communities, flying from 17 departure points across the UK – including Cardiff Airport. The research was conducted to shine a spotlight on these smaller regional communities and has been bought to life through its ‘Fly It Home’ campaign and competition. 

TV Presenter and Scot Kaye Adams is supporting the campaign and says: “I’m a firm believer that that we should be proud about the things that make us different – accents included! KLM have landed on a truth which is that accents and regions should be celebrated. When I was younger, I used to try and tone it down but soon learnt that it’s unique to me and tells the story of my heritage and where I come from.”

Fahmi Mahjoub, KLM General Manager (UK & Ireland) adds: “KLM is proud to be championing local communities across the UK and celebrating their different accents, phrases and what makes them unique. We understand the importance of heritage, local communities and feeling connected to form and shape identity. We’re proud to make it easier than ever for Brits to travel from their regional communities to places all over the world via Amsterdam, so they can stay local and save time, money, and effort when planning their next trip.”

Dominic Watt, Visiting Professor of English Linguistics at the University of Vechta, has joined the campaign to shed light on the impact of local pronunciations, words and grammar on culture and identity: “The accent landscape in the UK is enormously rich for a relatively small geographical area, and research indicates that new variations of regional accents are continuing to emerge.”

“For too long, British people have been told that their regional accents are an obstacle to communication or to success in their working or personal lives, rather than something they can celebrate. The research shows, however, that people don’t feel proud of their accents if they don’t hear them represented in the media and pop culture. 20% of people from the West Country or Birmingham can’t think of a celebrity that sounds like them, reinforcing the idea that there’s something wrong with the way they speak.”

As a result, and to champion local communities and their unique accents, KLM is offering three Brits with Authentic Welsh, Scottish and North East accents the possibility of being the voice for their latest advertising campaign ‘Fly It Home,’ and have their accent projected across local airwaves for all to hear. Not only will winners have the possibility of their voice being featured in the radio campaign, they’ll also win a pair of return flights to any KLM destination around the world with a transfer in Amsterdam. Hopefuls can enter the competition here.

Dominic Watt adds: “Despite predictions of a decline, regional accents are still in pretty good health. They will continue to evolve and expand, in keeping with the rich and dynamic sense of identity that helps to preserve the UK’s exciting cultural heritage. KLM‘s campaign is a timely reminder of how much we have to celebrate about the language varieties spoken across the UK.”