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.
Collapse All
-
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
-
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
-
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
-
APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research questions
- Consumer research methodology
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
€ 2600 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
