People value health over the bad boys of pop. Cool Britannia has caught people's imagination and is welcomed for embracing the inherent creativeness and inventiveness of the British population, a report published this week by market research group Opinion Leader Research (OLR) says. But people are keen that the emphasis is not so much on pop stars and other 'creative youth' but on fields with more lasting examples of inventiveness, including medicine and science.

Investment in Britain's inherent strengths of health and education is seen as the key to recreating pride in Britain, the report, New Great Britain: reinventing our traditional strengths, concludes. It is available from Deborah Mattinson at OLR Tel: 0171-242 2225.£5.