Ipsos Report Reveals British Consumers' Pessimism About Country's Future

What's Happening?

The ninth annual Ipsos Global Trends Report 2025 reveals that British consumers are increasingly pessimistic about the future of their country. Only 55% of British respondents are optimistic about the future for their friends and family, while 43% have a pessimistic view of the country's state, surpassing the global average of 32%. The report highlights a decline in public confidence, with only 19% of British consumers optimistic about the state of the world, compared to a global average of 40%. This negativity is reflected in attitudes towards globalisation, immigration, and societal fairness.

Why It's Important?

The growing pessimism among British consumers could have significant implications for businesses and policymakers. A decline in consumer confidence may affect spending habits, impacting economic growth and business performance. The report's findings on globalisation and immigration suggest a shift towards nationalistic tendencies, which could influence trade policies and international relations. Additionally, the perception of societal unfairness may drive demand for more equitable economic policies and corporate social responsibility initiatives.

What's Next?

Businesses may need to adapt their strategies to align with changing consumer values, focusing on local marketing and products that resonate with national sentiments. Policymakers might consider addressing public concerns about immigration and societal fairness to restore confidence. The Ipsos report suggests that brands can build trust by aligning with consumer values, presenting opportunities for companies to strengthen their market position through ethical practices and community engagement.

Beyond the Headlines

The Ipsos report highlights the complex relationship between technology and society, with mixed perceptions about its impact. Brands may need to navigate these conflicting views by demonstrating how technology can positively contribute to societal well-being. The report also underscores the importance of trust, suggesting that businesses can gain a competitive edge by aligning with consumer values and supporting social causes.