By 2090 future generations will no longer recognise Britain’s greatest statesman, new research released today suggests. Commissioned by the Royal Mint to mark this week’s 70th anniversary of Winston Churchill’s prime ministerial tenure, over 1,000 members of the public were asked to identify three prominent twentieth century Prime Ministers including Churchill, Margaret Thatcher and Tony Blair.

One in five (19%) adults failed to name Churchill, with the figure rising to 32% of 25 to 34 year olds and 44% of those aged 16 to 24. Based on diminishing recognition rates researchers were able to project continuing levels of ‘awareness erosion’ to identify the approximate dates when the leaders would no longer be recognised, with Churchill’s demise predicted in eighty years time.

Not surprisingly the vast majority of those questioned were able to identify both Tony Blair (97%) and Margaret Thatcher (98%) but recognition levels dropped significantly in the 16 to 24 year old age range - 16% of whom failed to identify Mrs Thatcher, with more than a quarter (27%) unable to recognise Labour’s longest serving PM, Mr Blair. If this downward trend were to continue, Gordon Brown’s predecessor would be ‘extinct’ in the public consciousness by 2075, followed by the ‘Iron Lady’ in 2115.

So confused are some members of the population about Churchill’s identity, that when asked to identify his image, Stephen Fry, Robert Hardy, Michael Gambon, Charlie Chaplin, Oliver Hardy, John Betjeman and Roy Hattersley were all nominated. One respondent incorrectly identified Tony Blair as David Cameron.

Commenting on the findings Professor George Jones, Emeritus Professor of British Government at the London School of Economics said: "There’s a complex combination of factors at play when it comes to maintaining prime ministerial longevity and being remembered as a great British leader. For long lasting impact and to cement your position in the public consciousness, certain character and personality traits such as potency and decisiveness must be apparent and proven crisis handling demonstrated. If the new prime minister wants to secure his place in history, he must bear these things in mind."

Kevin Clancy, Head of Historical Services at the Royal Mint added: "It’s shocking that one of our greatest statesmen runs the risk of potentially being forgotten. Churchill remains an historical colossus and is arguably one of the nation’s greatest Britons. It’s fundamentally important that we commemorate our heritage for future generations to celebrate, and to mark the seventy years that have passed since he was Prime Minister we’re immensely proud to have designed a new £5 coin featuring an iconic Churchillian image, to help his memory live on."