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EXECUTIVE SUMMARY
- Opportunities for brands
- Blending traditions with contemporary elements will appeal
- Tell and celebrate brand stories that emphasise heritage, origin, and people
- Align with universal themes of respect, humour and hard work
- Market factors
- Financial concerns weigh heavy and influence outlook on Britain
- Graph 1: the financial wellbeing index, 2016-24
- Celebrate the benefits of an increasingly diverse Britain
- Graph 2: ethnicity of population, by age, 2021
- What consumers want and why
- Brits show most pride in British institutions
- A disconnect between personal and perceived British values
- Graph 3: personal values vs British values, 2024
- Britishness is rooted in heritage, manufacturing and ownership
- Brits want values to progress and reflect modern society
- Graph 4: attitudes towards British values, 2024
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MARKET DYNAMICS
- Market factors
- Consumer financial wellbeing struggles to recover from the cost-of-living crisis
- Graph 5: the financial wellbeing index, 2016-24
- Financial situation impacts experience and feelings towards Britain
- Graph 6: “Britain is a great place to live”, by financial situation, 2024
- British society is increasingly diverse
- Graph 7: ethnicity of population, by age, 2021
- The landscape of immigration has shifted since 2021
- Graph 8: year-ending migration estimates (thousands), 2013-23
- A more-divided Britain
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WHAT CONSUMERS WANT AND WHY
- Geographical identity
- The patchwork composition of the UK is reflected in geographical identities
- Graph 9: geographical location most strongly identified with, 2024
- A stronger sense of connection among those living in rural areas
- Graph 10: adults who most strongly identify with ‘the rural location/village/town/city’ they live in, by area
- Scottishness and Welshness are strong and distinct identities
- Graph 11: identity with country and Britain, by region (NET), 2024
- Identity perceptions vary within England too
- Graph 12: geographical identity, by region, 2024
- Personal values
- Respect is a commonly held value for Brits
- Graph 13: personal values, 2024
- Humour can help ease anxieties in times of uncertainty
- Graph 14: humour and hard work as most important personal values, by age, 2024
- Older adults value traditions more
- Graph 15: personal values, by age, 2024
- Over-65s are patriotic with their brand choices
- British values
- Personal and perceived British values differ
- Graph 16: personal values vs British values, 2024
- Tradition is at the heart of perceived British values
- Divisions in the UK are clear
- A more-divided Britain may have altered perceptions of British values
- British values should better represent Britain’s strengths
- Pride in Britain
- The NHS is Britain’s greatest pride
- Graph 17: what Brits are most proud of about Britain, 2024
- Support for the NHS will always be welcomed
- British institutions are highly valued by older Brits
- Graph 18: what Brits are most proud of about Britain, by age, 2024
- Brands can help boost positive perception of multiculturalism
- Younger generations feel and see greater benefits of multiculturalism
- Celebration of multiculturalism can drive collaboration and innovation
- Mintel’s concept generator explores celebrating the cuisines of multicultural identities
- Appeal to men’s greater interest in science and sport
- Graph 19: Brits that are most proud about Britain’s influence in science/technology and sporting achievements, by gender, 2024
- What it means to be a British brand
- Three key elements to the making of a British brand
- Graph 20: what most makes a British brand, 2024
- Perception of Britishness is rooted in origin…
- …but contemporary brands can build credibility too
- British manufacturing is highly valued by Baby Boomers
- Harness the appeal of British manufacturing
- Highlight links to British suppliers and producers
- Food brands are championing local sourcing
- Consumers aren’t convinced by British branding
- Attitudes towards British values and society
- Most Brits view Britain positively
- Demonstrate values that will connect with Brits
- Graph 21: attitudes towards British values, 2024
- Brands should brace for resistance when ditching traditions
- British brands can stand out with sustainable innovation and localism
- Graph 22: attitudes towards Britain and sustainability, 2024
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research questions
- Consumer research methodology
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.
This report looks at the following areas:
- Brits’ personal values are and what values brands should appeal to, including respect, compassion and humour.
- Perceptions of British society becoming more divided, and how this impacts the perception of British values.
- What Brits are most proud of about Britain, including demographic differences on views of British institutions and multiculturalism.
- What consumers associate most with a brand’s British identity, including the appeal of heritage and emphasising localism.
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
Market Definitions
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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