Written by Duart Rankin, Account Director – UKI & Truth.

In a rapidly evolving cultural and political landscape, how can communications leaders ensure they’re tapping into the true sentiment of the public? The answer lies in deep insights that go beyond the headlines and the media bubbles.

Utilising Truth Intelligence, our proprietary AI powered cultural and market insight solution, we’ve conducted a comprehensive exploration of the cultural trends shaping Brand Britain in 2024. Our new report uncovers the hidden conversations and emerging trends that will define strategic communication for brands in the coming years.

What’s inside?

😎 The Return of Cool Britannia? We explore whether the 2024 Labour landslide has truly triggered a resurgence of the cultural phenomena that marked the 1997 election—or if the reality is more complex.
🧲 A Polarized Society: Understand the deep divisions in public sentiment and how fringe political views are entering the mainstream, impacting the way brands need to engage with their audiences.
💂 Changing Symbols of Britishness: Traditional icons like the Union Jack are being reimagined by a younger generation. Learn how these cultural shifts can shape your messaging.
🤞 Tapping Into the Hope Vacuum: While political optimism may be lacking, brands have an opportunity to step in and fill the void with positive, future-focused communications strategies.

Our insights combine AI-driven landscaping tools with expert analysis from communications strategists, giving you a clear roadmap to navigate today’s fragmented landscape.

Download the full report

In an age of heightened polarisation, communications leaders need more than surface-level understanding. This report provides actionable insights—the kind that help you make informed, strategic decisions about brand positioning and audience engagement.

👉 Download the full report here to discover how your brand can stay ahead of the curve and effectively engage with a changing Britain.

About Truth Intelligence:

Truth Intelligence brings together the market leading communications strategy expertise of Instinctif Partners and the research pedigree of Truth. We are built to supercharge the work of communications professionals by combining cutting-edge research methodologies with the power of technology at every stage of the process. This allows us to mobilize quickly, deliver high-impact results, and adapt to a range of budgets—from small projects to large-scale initiatives.

We draw on expertise across global research, communication, and data science to help our clients stay at the forefront of emerging industry and cultural changes. With clients ranging from Samsung to Search Acumen, we’re proud to be a market-leading insights business. Our approach integrates multi method methodologies, AI-driven tools, and strategic analysis to ensure the most robust insights are provided.

Whether it’s identifying key audience attitudes, uncovering white spaces for brand differentiation, or measuring campaign success, we offer a powerful end-to-end research solution designed to embed intelligence at every stage of your strategy.

Don’t miss out on these crucial insights. Equip yourself with the knowledge you need to lead with confidence.