It’s not often that a TV sitcom changes the habits of millions. But ‘The Good Life’ was unusual in having a very positive effect.
Most sitcoms reflect the period in which they’re made. As times and attitudes move on, many of them don’t age well. Some 1970s shows are now judged inappropriate and don’t get repeated. But ‘The Good Life’, which ran from 1975 to 1978, impacted viewers’ behaviour at the time and continues to have relevance today.
These days, its lead characters Tom and Barbara Good, played by Richard Briers and Felicity Kendal, would be called Influencers. Their drive for self-sufficiency prompted a clear change in consumer activity, with many people following them in choosing to grow their own vegetables. The number almost doubled between 1973 (26% of adults) and 1978 (47%), as TGI data show. After the programme ceased its run, it was a further 10 years before vegetable-growing fell back to previous levels.
Few followed Tom and Barbara in opting out of the rat-race completely, and ‘going off-grid’ (as neither they nor their neighbours Margot and Jerry would have called it) is still not common. But, almost 40 years on, elements of their chosen lifestyle still resonate. Recycling and minimising waste is central to our lives now, for reasons of environmental benefit and of economy. The Goods were very much ahead of the times.
Continuous survey data held within AMSR, such as from TGI, can shed light on trends in consumer attitudes, product purchasing, the popularity of brands and sometimes – as here – more subtle media influences.
Source: GB TGI
Sources:
TGI (Target Group Index) is a continuous survey which has been carried out in Great Britain since 1969, based on 25,000 adults per annum, who provide information on their use of all major products, brands and services. Media exposure, attitudinal and demographic data are also included. Kantar, who own and operate TGI, have made major donations of data to AMSR. To explore the TGI archive within AMSR, click here:
Contributed by Geoff Wicken
Date posted: 21st May 2025
This post updates an earlier version of this story published on the AMSR portal website.