Download our What Unites research to discover what is uniting voters across the UK.
Our What Unites research series asks the question: what if we thought about audiences in terms of what unites us, rather than what divides us?
So far we have explored what characteristics, behaviours, values and beliefs unite Brits, young adults and fans.
In a time where the media narrative surrounding the nation is that we’ve never been more divided, we wanted to explore the shared concerns, values and aspirations of everyday Brits, regardless of who they intend to vote for.
Our latest iteration therefore asks: what is uniting voters in the face of the approaching general election?
Key Findings
7/10 Share the belief that we need significant societal change
50% Believe that they will be worse off than their parents
Sport
Supporting the national teams is the number one uniting force that brings the nation together
Respect
Respect is the top value voters believe the government should promote, followed by fairness and stability
Download the slides
If your brand wants a deep dive into the mood of the nation, please contact Lucy Irving or John Fielding at itvmedia@itv.com
