Navigating 2025

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With research freshly carried out at the start of this year, Mindshare’s latest report, Reality Check: Navigating 2025, tracks the challenges and opportunities that different segments of society will be facing over the next 12 months.

We explore how people are feeling 6 months after the General Election, as well as their fears, hopes and dreams for the upcoming year. We also deep dive into financial and shopping behaviours and uncover some great insights around the nature of fandoms.

Commerce Mindsets

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Shopping has been shaped by dramatic influences over the last few years - from COVID to the cost-of-living crisis. Our latest report Reality Check 2024: Commerce Mindsets helps us to understand what the world of shopping looks like today and how experiences differ based on the mindset your audience is in.

We identify key differences in shopping actions, what customers expect from brands, and explore the good, the bad and the ugly of customer experiences. We also launch our Commerce Heuristics, a set of practical guidelines to help brands build a best-in-class online commerce offering.

Media Mindsets

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In recent years, access to huge amounts of audience data has meant that the whole industry has focused on tighter and tighter targeting and, along the way, lost sight of the actual people who see the ads. People are feeling bombarded and overwhelmed by too many irrelevant, intrusive and overly salesy ads (it’s creepy being chased around the internet!) which has led to trust in advertising declining to an all-time low.

Traditional media planning, with its focus on demographics and reach, has become part of the problem. It prioritises maximising exposure at the expense of genuine connection, ignoring the crucial "why" behind consumption–the underlying emotional and psychological needs that truly drive media and leisure choices. At Mindshare, our Mindset Planning approach shifts focus from simply reaching audiences to truly resonating with them, forging meaningful connections that cut through the noise and build lasting brand affinity.

Growing Green

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Our latest report Reality Check 2024: Growing Green analyses the tensions that now exist around our sustainable values and actions, and how these concerns have been reshaped first by the pandemic, and now by the cost-of-living crisis.

We explore the emerging behaviours and opportunities that are helping us to live more sustainable lives – focusing in on diet, big-ticket, travel, beauty, fashion and home-based decision making. And we examine the role for both brands and media in helping us to be true to our best sustainable intentions.

Navigating 2024

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With research freshly carried out at the start of this year, our latest report Reality Check 2024: Navigating 2024 tracks the challenges and opportunities that different segments of society will be facing over the next 12 months.

Using the Maslow hierarchy as inspiration for report themes, we explore how people are feeling about their homes, families, their work situation, health and shopping. We also examine how sustainability and inclusivity are impacting the life decisions we make in these areas.

People and Planet

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Our latest report Reality Check 2023: People and Planet addresses how the UK is feeling about the topics of sustainability, tolerance and inclusivity.

We explore how these values manifest across different dimensions of UK society, and how these life priorities are now being reshaped by the ongoing cost-of-living crisis.

Accidentally Sustainable

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Our latest report, Reality Check 2023: Accidentally Sustainable, analyses the tensions that now exist around our sustainable values and actions, and how these concerns are being reshaped by the cost of living crisis.

We explore the emerging behaviours and opportunities that are now being adopted across different facets of life, and the mixed motivations and choices that are now fuelling our eco warrior tendencies.

Fight or Flight?

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Our latest report Reality Check 2023: Fight or Flight? explores the spectrum of mindsets that now exist across UK society. We track the challenges and opportunities that different segments are facing, and their response to what life is throwing their way – their energy levels, the power they feel they hold to change the future, whether they are fighting for their future or in flight from present day difficulties. And crucially, what does this all mean for brands?

2023 Mindsets

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The last few years have been tough with multiple challenges and uncertainties reshaping people’s lives. Changes are emerging across the board – everything from behaviours and actions, to attitudes to life, to the values that are prioritised and held dear.

Our latest report Reality Check: 2023 Mindsets, focuses on the year that lies ahead of us, segmenting the UK population to explore the spectrum of challenges and opportunities that different groups in society are facing, and how this in turn will impact their buying behaviours and brand relationships throughout 2023.

What will your Mindset be for 2023?

Finding Good

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The last few years have been strange for many of us. The shifting dynamics of daily life have left lives feeling challenged, with plans disrupted and frustrations high. Many of us are now reflecting on what truly matters in life, reappraising which values will make us feel good about ourselves and our decisions.

Our latest Reality Check study, Finding Good, explores these changing values – from the freedom to shape our lives in exactly the way we want, to supporting the ones we love, and encouraging equality and tolerance in society.

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Featuring:
Julia Ayling (Mindshare UK Head of Research & Insights)
Josie Ung (Mindshare UK Client Director)
Ksenia Kharkina (Mindshare UK Business Director)

All Together Now

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Our Reality Check insights workstream explores people’s mindsets after the disruption of the last couple of years. Understanding these mindsets through the intersectionality of people’s different identities helps us to engage with and reflect the rich diversity and culture of modern Britain.

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Going for Broke?

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Cost of living is now the biggest concern in the UK. To guide brands through these turbulent times, we dig deeper into how fears around the cost of living are impacting thinking and behaviours, as well as what this means for people’s relationships with brands and wider ethical issues such as sustainability.

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Featuring:
Jem Lloyd-Williams (Mindshare UK CEO)
Mark Baschnonga (Mindshare UK Joint Head of Strategy)
Julia Ayling (Mindshare UK Head of Research & Insights)
Ksenia Kharkina (Mindshare UK Account Director)

An emerging world

First released in December 2021

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2021 provided us with another challenging year to wrestle with, another 12 months of strangeness, disruption and frustration to add weight to the intensity of our experiences of 2020. As a result, our Mood of the Nation tracker, launched back in March 2020, is still going strong, still needed to capture the shifting dynamics of daily life, in a world where COVID is still dominating news cycles.

Our differing experiences of the pandemic are cutting across all aspects of living – finances, work, home, health, relationships, what we consume, what we value. In Reality Check 2022 we explore just how these changing dimensions will be shaping life in the UK over the next 12 months.

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Get in touch

Julia Ayling
Head of Research & Insights

Mindshare Huddle 2019: Power To The People Report

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