The study of just over 2,000 UK adults was part of a project looking into social identity, populism and brands. 

It revealed that, as well as feeling unrepresented by brands, 42% of respondents didn't feel represented by tabloid newspapers. This figure was 32% for broadcast media and 27% for broadsheets.  

"Looking at the research, it seems reasonable to suggest that the 1% who steer things in this country – the government, tabloids, big brands – have never been more out of touch with the 99% who don't," said Richard Pinder, chief executive UK and international at CP&B.

The story was originally reported in Campaign.