BELONGING IN BRITAIN 2026
UNDERSTANDING MODERN BRITISH COMMUNITIES
Belonging in Britain is back. And Britain, it turns out, is more connected than anyone is giving it credit for.
In a year of packed cultural moments and noisy headlines, people across the UK spent time finding each other.
In sports supporter groups and music fandoms, in fitness communities and foodie circles. Belonging grew, communities grew, and the opportunity for brands who understand them grew with it.
This year, MG OMD and Global’s full report captures important, headline findings on how modern British audiences are defining themselves, where they're finding connection, and what that means for brands trying to reach them in ways that actually resonate.
Get the top-level view in our Key Insights, or download the full research for the complete picture.
EXPLORE THE RESEARCH IN FULL
Want to explore the research in full?
Don’t miss this opportunity to rethink how you connect with your audiences and lead the way in creating authentic, inclusive, and effective communications.
Request your copy for this year’s insights now.