GlowGet Meets Rashford’s Food Poverty Initiative

At Glow, our team in the UK has been working tirelessly to extend the GlowGet initiative towards good causes. Nicky Bowman, Sales Director EMEA for Glow, was inspired by Marcus Rashford‘s campaigning to reduce child food poverty. In a rapid pace GlowGet survey, Nicky asked over 1,000 UK respondents for their opinion on the initiative. Her results were fascinating, and led to an interesting discussion on the issue.


Marcus Rashford’s #EndChildFoodPoverty Sees Positive Response

by Nicky Bowman

Sales Director EMEA, Glow

Rashford has seen praise for his tireless campaigning in recent weeks.

We’ve heard many stories this year about caring people who have gone out of their way to demonstrate compassion for their fellow humans. At the same time, there have been many stories of people who seem only to care about themselves, and, ironically, crow about wartime spirit whilst protesting against wearing a mask in a shop.

There are a few stories, though, that really stand out – on both sides – but forgive me for thinking that the positive news stories deserve our airtime and our mindshare.

Marcus Rashford is one of the standouts. As a renowned professional footballer for Manchester United, he earns a substantial amount of money, and has the ability to access all the luxury one could need in a time of societal challenge. However, his attention, and his decision about how to use his celebrity, has been directed towards the children in our country who are not fed at meal time.

Rashford didn’t do the stereotypical celebrity lip service piece (which not only serves to highlight the issue, but also highlights the celebrity). Instead, Rashford put all his efforts into the cause. He successfully lobbied the government, campaigned businesses, and roused the nation into answering the question of whether it is acceptable, in this supposedly enlightened century, to have children in our country who are hungry.

Another consideration on my mind, due in part to the US election campaign, is whether I achieve my intended target for reading news and opinions with which I don’t agree. Most of us surround ourselves with stories and content that feeds our own opinions (as evidenced by Jeremy Hsu’s study) – but I like to follow people and publications whose content I find offensive, if only to see how the other side thinks.

Therefore, when we were crafting our fortnightly consumer opinion survey, GlowGet, I decided to find out whether my enthusiasm for Sir Rashford’s cause is as widely shared as Twitter suggests. I was resoundingly reassured that the cause is well known with 49 percent of respondents in the survey were aware of the hashtag ‘#EndChildFoodPoverty’; an impressive number because it refers to a percentage of the entire populus aware of a hashtag, not just Twitter users.

However, I was horrified to learn of those who don’t support it. 19 percent of respondents stated they opposed, or strongly opposed, the scheme. This makes one wonder what kind of person opposes the feeding of hungry children, and whether any of these people are near you *shudders*.

What is fantastic, though, is that 49 percent of people support, or strongly support, Rashford’s cause. Even more encouraging, 36.7 percent of people are in support of this cause being funded by taxes.

Two weeks later, following on from Rashford’s success at securing government support for Free School Meals provision during school holidays, Glow ran an additional survey question asking Britons if they thought this was a good decision. A resounding 52 percent of the respondents expressed support or strong support for the Government getting behind Rashford’s efforts.

The remaining respondents, across both surveys, felt a bit ‘meh’. That is okay – if this cause isn’t something that rouses a feeling of support or opposition, you sit right on your wall.

I was surprised to see in the first survey that 65 percent of respondents were not aware of any business or outlet that was offering free meals to children. That is a shame, as so many similarly kind hearted business owners – large and small – have offered to give their products away to kids that are hungry. That should be bigger news.

In the second survey, Glow asked people if they thought celebrity endorsement by Rashford influenced the government’s decision?  An unsurprising 46 per cent agreed or strongly agreed.  So, kudos to Rashford for putting his name and fame alongside such a worthy cause.

If you have a hungry child near you, take a look at the list of these businesses on Rashford’s Twitter account: @marcusrashford. Give them something to eat.

Glow is a data research and analytics firm with the central goal of delivering rapid response insights. To take part in the fortnightly GlowGet study, contact Nicky at

Glow is an independent agency, with no political affiliations.

Glow Research Methodology:

Data is based on a sample of 1023 UK residents aged 18 and over. The survey was conducted 30 October to 2 November 2020, targeting a representative sample based on current census data. A sample size of 1000 respondents has a margin of error of +/- 3%.

Where the responses do not add up to exactly 100%, differing by +/- 1%, this could be due to rounding.