BELONGING IN BRITAIN:

UNDERSTANDING MODERN BRITISH COMMUNITIES

Two years of research into identity, community and connection in modern Britain.

Not long ago, marketing’s biggest problem was waste: too many impressions, too many people outside the target audience, and too little accountability for what worked.

Technology promised to fix that - and largely has.

Today, marketers can reach audiences with remarkable precision. Data signals, automated buying and predictive models allow campaigns to target like never before.

And in a landscape of stricter privacy rules, economic pressure on budgets, rising media costs and the rapid adoption of AI - efficiency has become the industry’s north star.

But precision and connection are not the same thing.

People are defining themselves in more layered, culturally expressive ways, and authentic connection has never been more valuable. Understanding people’s very identities is a huge differentiator for brands.

Belonging in Britain is an ongoing study into identity, community and connection. It goes beyond demographics and tracks how people define themselves, where they find belonging and most importantly what they want.

EXPLORE BOTH STUDIES BELOW