Over a quarter of Brits (27%) claim to have changed their accent at some point, research conducted on behalf of KLM has uncovered. This occurs most frequently in the workplace, with 27% changing the way they speak to impress clients (28%) and colleagues (23%). The research was commissioned in a bid to highlight and celebrate regions and what makes them unique, including its plethora of accents.

The research shows that the dating game is an accent minefield when it comes to impressing potential suitors and even in-laws, with men twice as likely (26%) as women (11%) to change their accent. Those in London are 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. 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.

Despite a tendency to ‘accent catfish’ in some situations, almost half of Brits (48%) said their accent is important to how they identify with their background and culture, with 54% saying it makes them proud of their hometown.

When it comes to those who proudly stand by their accent in any scenario, Scousers and Scots are least likely to temper their drawls for anyone (79% and 70% respectively). On the flipside, people from Essex are most likely to tone down their accent to avoid embarrassment.

Airline KLM has long championed local communities, flying from 17 departure points across the UK. 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. There are also six runners up prizes for grabs. Think you have the voice that can represent your area? All you have to do to enter is let your true local voice shine and record the pre-written script within 30 seconds and upload the voice message along with your details on www.promoentries.com/klmlocalvoices2023.

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.”