Despite inflation falling, financial worries continue to weigh heavily on Brits. Financial situation significantly influences life satisfaction and outlook on living in Britain. For brands wanting to connect with the average British consumer, the key will lie in using inclusive cultural references, reflecting shared values, and offering accessible prices.
Brits largely agree that society is growing increasingly divided and political and social views more polarised. This deepening divide has created a sense of disconnect between perceived British values and personal ones, making it difficult for brands to determine what will resonate most effectively.
In reality, though, Brits are more united than it might seem. Many consumers share core values, including respect, open-mindedness and hard work. Brands can align their messaging and actions with these values to connect with, and unite, consumers.
Despite perceptions of growing divisions in society, Brits are united in their personal values of respect, compassion, humour and open-mindedness.
Francesca Smith, Senior Research Analyst – Consumer Lifestyles
This Report examines consumer’s values and their perception of British values. It looks at consumers’ identity, what they are proud of about Britain, what they perceive to make a brand British and wider attitudes towards British society.
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