What still unites Britain in 2026?
What Unites A Kingdom returns with a fresh update on the cultural forces shaping the nation and what they mean for brands.
This latest edition explores how the mood of the nation is shifting, and where connection still lives in 2026.
What’s changed?
Back in 2022, What Unites A Kingdom identified five enduring cultural codes that helped explain the shared DNA of Britain.
In 2026, those foundations still matter but they are showing up differently.
People are feeling more selective, more protective of their own worlds, and more drawn to what feels truthful, manageable and genuine.
The themes shaping Britain now
Protecting our peace
Many people are retreating into smaller circles and focusing on what feels close, safe and manageable. The research points to a growing sense of anger, stress and self-preservation in the wider national mood.
Honesty over politeness
Where Britishness has often been associated with manners and keeping up appearances, 2026 points to a stronger appetite for honesty, transparency and emotional realism. Honesty is the number one value people want promoted in 2026.
Cutting back
In an overstimulating culture, simpler routines, smaller pleasures and more grounded choices are taking on new value. 46% are trying to reduce the amount they share online, and 7 in 10 say having a routine is important to them.
Big moments still matter
Even in a more fragmented culture, shared sporting events and major national moments still have the power to bring people together. The research identifies big sporting events as one of the strongest uniting forces.
Managed mischief
People may be tired, but they still want joy. From little treats to humour and small moments of release, the research points to a desire for manageable forms of escape and emotional lift.
2026 in numbers
79% of Brits believe we are becoming more angry as a society
Honesty is the number one value people want promoted in 2026
46% are trying to reduce the amount they share online
7 in 10 say having a routine is important to them
What this means for brands
Connection hasn’t disappeared but expectations have changed.
Audiences are increasingly drawn to what feels honest, emotionally relevant and worth their attention.
What Unites A Kingdom: 2026
Our latest update explores the cultural forces shaping Britain today and how brands can respond in ways that resonate.
Let’s chat
Lucy Irving, Cultural Strategy Leadlucy.irving@itv.com
