Now in its 11th wave,
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©2022 McCANN WORLDGROUP
2017
Truth about Britain
2022
Truth about Britain 2022
2007
Moody Britain
The original Moody Britain set out to explore how the economic downturn had affected life across the UK.
Our latest study demonstrates how these core narratives have evolved in view of contemporary experiences of Britishness and highlights key areas where the British experience is shifting.
In this update to Moody Britain, we drew on a decade of research, turning our focus to the deep cultural stories of Britain, and their impact on issues ranging from Brexit to brands.
TRUTH ABOUT
2022
Truth about Britain 2022 paints a rich picture of Britishness today.
#1 word Used to describe the mood of the nation
We all know that the future is uncertain. Truth Central has recorded this feeling steadily growing since 2013. But something critical has changed.
Brits are no longer indifferent, and after a time of national turbulence, taking a viewpoint has become unavoidable. Hope has replaced anger, and 61% agree that ‘in an uncertain world it is more important to enjoy yourself today’.
TRUTH #2
“UNCERTAIN”
McCANN WORLDGROUP UK AND TRUTH CENTRAL HAVE BEEN MONITORING THE MOOD OF THE NATION SINCE 2007
61% of Brits say that in an uncertain world it is more important to enjoy yourself today
IN THE FUTURE, WHAT ROLE WILL THE UK PLAY ON THE WORLD'S STAGE?
1 in 5 Brits sees the nation as a leader on the world’s stage in the future, with the nation’s historical global reach wrapped up in their sense of identity.
WHICH OF THE FOLLOWING ISSUES WORRY YOU THE MOST WHEN YOU THINK ABOUT THE FUTURE?
When we asked people in late 2021 about their worries for the future, the most evident change was the exponential growth of concern about climate change, with concerns about terrorism and immigration having fallen.
“MY PERSONAL FINANCIAL SITUATION WILL BE BETTER IN 12 MONTHS’ TIME”
Despite the economic crisis that the global pandemic catalysed, Brits in 2022 are less concerned about their finances than in 2017. There is a sense of optimism among young Brits, with 55% of 18-24s believing they will be in a better financial situation in a year’s time.
However, the outlook of those 55+ is somewhat bleaker: just 20% believe they will be better off next year, a drop from 25% in 2017. With rising living costs, it’s clear that those with dependents are growing more and more concerned.
It may come as no surprise that superbugs are amongst the top issues. Meanwhile, the spread of fake news is a very real concern for many, rising dramatically from 10th to 5th.
Younger generations also picked ‘jester’ and ‘villain’, indicating a growing scepticism around that historical role. Meanwhile, those 65+ chose ‘teacher’, highlighting an abiding sense of moral fairness and justice.
“IF I COULD CHANGE MY JOB TOMORROW, I WOULD”
Most working Brits would change their job tomorrow, if they could, signifying a new way of viewing life’s calling. This is highest among millennials at 64%, although 75% of millennials also believe that their work contributes to collective wellbeing. For a generation of hustlers and do-gooders, personal wellbeing may trump collective wellbeing.
There’s an evolution in the world-renowned British work ethic, too: 40% of Brits would happily let computers make more decisions in their work.
The world of work is becoming more globalised by the minute. Nowhere is that more apparent than with young people: 61% of 18-24s have their heart set on working for an international company, compared with just 35% over 24s.
“WHEN THINKING ABOUT THE FUTURE OF WORK,
I WOULD BE WILLING TO LET COMPUTERS MAKE MORE OF MY EVERYDAY DECISIONS”
“MY DREAM IS TO WORK FOR AN INTERNATIONAL COMPANY”
What aspect of British culture would Brits most want to protect?
Our
language
A.
Our
sense of humour
B.
Our
family
values
C.
Our
language
A.
Our
family values
C.
Our
sense of humour
B.
McCann Worldgroup Truth Central is our global intelligence unit dedicated to unearthing the macro-level truths that drive people’s attitudes and behaviours towards life, brands and marketing.
ABOUT TRUTH CENTRAL
interested or have
any questionS?
TruthAboutBritain@mccann.com
My current mood is positive
We interviewed over
1, 200 people
across the country to uncover what Britain is thinking, and what might be next. From Londonderry to Canterbury, from Inverness to Plymouth, we explored identity, community, creativity, the future of work and the role for brands and businesses.
The research includes a nationally representative online survey of 1,200 respondents in the UK conducted by Dynata.
Northern Ireland
scotland
North
Midlands
wales
East
Anglia
south west
south EAST
LDN
54%
57%
38%
55%
54%
61%
49%
51%
59%
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TRUTH #1
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TRUTH #8
40% of Brits believe that in the future, computers might be more trustworthy with policy decisions than politicians ever could be
Most people can immediately think of someone who represents British values. The Queen stands out for a quarter of Brits, the largest share in recent years. As the nation becomes more divided and uncertain, we look to an enduring national figurehead for a sense of unity.
Sir David Attenborough, another 90-something, is a standout performer, rising from 3% to 15% in the space of 4 years.
His commitment to the climate cause has influenced the world, but most of all he has bridged a historically wide generational divide - being chosen most by under 34s and over 65s.
Political leaders have been selected more than ever to represent the nation. Yet, even as trust in politicians has grown since our last wave, 41% believe that in the future that computers will be more trustworthy than politicians with policy decisions.
Can you think of a famous person who best represents
British values?
TRUTH #5
TruthAboutBritain@mccann.com
LEADERSHIP
McCANN WORLDGROUP UK
McCANN WORLDGROUP UK
TRUTH
ABOUT
20
22
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Our team of trend and insight experts regularly author global studies packed with actionable perspectives that are as creative as they are analytically sharp.
Our team of trend and insight experts regularly author global studies packed with actionable perspectives that are as creative as they are analytically sharp.