Brand Britain, Reimaging Britishness

Three years on from the UK’s formal departure from the EU – and in the middle of a cost of living crisis and endless political shenanigans – we felt it was a compelling time to poll the mood of the nation. Working with Perspectus Global, we polled 2131 people in the UK via online surveys in January and March 2023.This included 908 men and 1121 women. Reflecting the actual Brexit vote split, 748 of our respondents had voted Leave in 2016, 692 had voted Remain and 560 had abstained from voting. We also ran a straw poll in January of 109 men and women from 16 countries across North America, Asia, Europe and Latin America.

Download our paper here to see our findings – and tips for brands navigating ‘Britishness’ today.

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