A 10-year trend of rising levels of self-reported racism in the British Social Attitudes survey was punctured dramatically in 2012 when the annual survey was conducted at the height of the Olympic Games. In east London, Mo Farah and Jessica Ennis-Hill drew inspiration from a fiercely patriotic crowd as they seized Olympic gold. There was talk of a Britain at ease with its diversity, all showcased by an event that was won – against fierce competition – by proudly highlighting that diversity. Something appeared to have happened to the public mood. In 2011, 34% declared themselves a little prejudiced and 4% very prejudiced. By the 2012 polling, around the time of the Games themselves, that combined figure had fallen to 24%. But it is not clear what the lasting affect will be. In 2013, the figure climbs back up to 30%.
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