Shaping the Nation: Understanding the role of location in British identity

New research we've conducted in partnership with Reach, Blis, Mobsta, Captify, JC Decaux, 5 and Sky reveals the many nuances between Britons across the different regions of the UK, as well as between citizens, brands and national decision making.

The report, Shaping the Nation, interviewed 10,000 people across Britain in a nationwide quantitative study as well as extensive qualitative research to explore how location ties into our sense of identity, feelings and behaviours, gaining a true insight into today’s Britain.

For brands, government and mission-led organisations, understanding the mood of the nation can empower better campaigns with improved impact and brand storytelling.

Key findings:

• 6 in 10 agree that place plays an important role in shaping our sense of identity

• More than 1 in 3 people (35%) feel their local area is not represented in advertising at all

• 4 in 10 (39%) consumers say they are more likely to buy from brands that genuinely showcase different areas of the UK

• Over half (52%) of people think that all the UK’s differing community values should be represented in advertising

Why this report matters:

The study showed that places and locations make a significant contribution to how people feel, how their values are influenced and how their behaviours are shaped. However, despite a clear preference for advertising that reflects local cultures and locations, many are left feeling misrepresented or ignored, with too much reliance on stereotypes.