Britain’s not broken, it’s navigating a maze.

Welcome to the Challenger Series: State of Independence

In 2020, we explored how world events were impacting what people wanted from brands. Now, with the UK experiencing continued waves of uncertainty, we’ve revisited our research to understand how attitudes and behaviours have changed. 

This new wave of Challenger Series insight has been designed to help brands understand what consumers want from them, how spending is changing, and where the opportunities exist. Our data reveals a profound shift in how people manage their lives, spend their money and make decisions, with the nation seeking ever greater self-sufficiency, with mental wellbeing, physical health, financial planning and career development increasingly being managed independently. 

“We’ve moved from consumers in survival mode into a much more optimistic society. People are in a state of active agency”. 

Jenny Nichols, Deputy CSO VCCP

Our findings suggest that years of economic uncertainty, rising living costs and declining confidence in institutions have created a more independent, resourceful consumer rather than a more defeated one.

"The overall picture is not one of decline, but adaptation. Britons aren't giving up; they're finding new ways to cope, solve problems and regain a sense of control. What looks like pessimism on the surface is often practicality underneath.”

Michael Lee, Group Chief Strategy Officer, VCCP

Instead of finding a nation divided between optimists and pessimists, the research has helped us identify two key forces shaping behaviour: how hopeful people feel about the future, and how proactive they are in responding to challenges.  The new four consumers of today are:

• Architects (17%) are optimistic and proactive, representing the consumers who feel most in control of their future.
• Hustlers (28%) are pessimistic but proactive. Typically aged between 25 and 54, they are financially stretched but highly resourceful, constantly looking for ways to improve their situation. 
• Coasters (26%) are optimistic but passive. Generally older consumers aged 55 and above, they are relatively comfortable but less engaged with change. 
• Retreaters (28%) are pessimistic and passive, with many feeling overwhelmed by financial pressures and day-to-day demands. 

“Hustlers and Architects are using AI to bypass the middle man in decisions in order to feel more independent and in control.”

Jack Bellamy, Head of Strategy, VCCP Media  

Alongside these behavioural shifts, trust in institutions continues to decline. The NHS remains the only institution trusted by a majority of consumers across all segments, while many people increasingly turn to peers, online communities, creators and digital tools for advice and support. More than half of consumers now prefer information from peers, AI, and platforms such as YouTube over traditional authorities, while mainstream media records the lowest trust scores across all audience groups.

“There are surprising twists in this storyline - while some headlines may align with expectations, the data shows significant attitudinal changes in what people want and the organisations they trust.” 

Stefan Siedentopf, Deputy CSO VCCP

With an all-time low trust in institutions, UK brands have an opportunity to step in and grow trust and reputation. The research identifies five signature moves brands should be making: