Just 28% of Brits feel hopeful as we reach the first 100 days of the new government, according to the latest data from Leo Burnett’s PopPulse report.
As part of the agency’s focus on populist creativity, the report captures quantitative and qualitative data from a range of different people. It will be used as part of a discussion with clients about how to navigate the current mood.
The nationwide study, which takes the mood of the British public, reveals that Brits are grappling with a ‘crisis hangover’ from the past four years.
Leo Burnett deputy chief strategy officer Tom Sussman said: “At a time when confusion, vulnerability, and disaffection prevail, brands have a real opportunity to represent a little clarity, transparency, and hope.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
“PopPulse shows us that, after four years of stoically coping with a nationwide state of perma-crisis, the British public are finally paying the emotional toll with an almighty ‘crisis hangover.”
Leo Burnett’s study shows that the main factors behind the public’s emotional overwhelm include rising living costs (79%) and dissatisfaction with the current political leadership (64%). Almost six in ten (57%) Brits feel that companies have been unnecessarily increasing prices in order to line their pockets and up their profits.
Meanwhile, over half of Brits express little or no confidence in the government’s ability to handle the issues they care about most. Concerns include the economy (66%), cost-of-living (65%), and the NHS (62%).
Only around 34% of respondents feel that the government understands the reasons behind their frustration.
Sussman added: “With people feeling overwhelmed by financial, social, and political pressures, brands can provide relief by simplifying decision-making, offering transparency, acting with integrity, encouraging unity or even just suggesting some everyday reasons for hope and comfort.”
