The Surprising Evolution of Brits' Attitudes Towards ID Verification

Brits' Changing Attitudes Towards ID Verification

According to a recent study, Brits transition from feeling irritated at being asked for identification to being 'chuffed' once they reach the age of 29. The research suggests that the average age at which requests for ID cease is around 27 years old.

Shift in Perception

The survey of 2,000 adults found that 43 per cent used to get annoyed when asked for proof of age in their younger years. But, that appears to change as we get older, with 45 per cent of all adults - a figure that rises to 56 per cent among Millennials - saying they would be thrilled to be asked for ID at their current age. Two thirds would be over the moon if a shop assistant checked their age, as it would make them feel youthful.

Positive Associations

Meanwhile, 39 per cent confessed that it boosts their self-esteem, and 30 per cent believe it makes for a good story. Those typically categorised as millennials, aged between 28 and 44, are most likely to immediately start boasting to mates and family if they were asked for ID now.

The Survey Insights

The study was commissioned by PopWorks, who have launched Pina Colada flavoured popcorn snacks in partnership with Malibu. The snack brand took over the All Good Convenience Store in London's Victoria and requested customers of varying ages to present ID for different items, to gauge which age groups were disheartened - or delighted - to be asked.

Refreshing Approach

Maggie Saint John, from PopWorks, commented: 'It's funny how things change. You hit a certain age and suddenly being ID'd feels like a compliment, when many of us spent years before dreading it. But no matter your age, whether you love or hate flashing your ID, it's not an issue with our new popped corn snack, they're totally alcohol free.'

New Summer Flavour

The introduction of the new flavour follows research indicating that Pina Colada is among the top three preferred summer cocktails, with 54 per cent asserting that the cocktail flavour evokes holiday memories. Gui Pascuilli, head of culture & partnership at Malibu, further added: 'With summer arriving, people crave that first sip of a Piña Colada to kick off the season. But why limit that feeling to the beach? We love inspiring people to enjoy their time off in unexpected ways.'