Conventionally known across the globe for our Royal Family, our Cool Britannia spirit, our stoicism and unparalleled patience (cue the queues), in a post-Brexit landscape unsettled by a cost-of-living crisis and an impending recession, do these traditional notions of Britishness ring true and reflect the current reality?
In recent years, it’s fair to say that we as a nation have experienced somewhat of an identity crisis – perhaps compounded by recent events, including several Prime ministers later and the Partygate scandal…
Committed to seeking out some truths on this, leading creative agency CPB London (our partner in this year’s unmissable International Women’s Day campaign) set out to unravel what exactly Britishness means today.
In conducting a poll of 2,000+ UK adults, the agency set out to understand the thoughts, feelings and anxieties of the modern British public, alongside the views of over 100+ global counterparts.
The research affirmed that many Brits currently have a dystopian view of the country’s future, with 78% found to not be optimistic about the current state of the nation.
What’s more, the findings indicated that Brits generally have lost a sense of their core values and that we as Brits are generally viewed more negatively by our international friends.