by Rob McLaren, Insights Manager
Is 2026 the new 2016? Many TikTok users think so. Since January, there have been over 55 million posts on the social media platform reliving and comparing life in 2016 to now. A decade on, that comparison is understandable. From major political events including the rise of Donald Trump and the Brexit referendum, to cultural hallmarks such as the debut of Stranger Things and the 5000/1 outsiders Leicester City winning the Premier League, 2016 certainly feels – with the benefit of hindsight – like a year where a lot happened.
For the7stars, this also marked a milestone. Fueled by evolving consumer sentiment in the lead-up to the EU referendum, we launched the7stars quarterly tracker, the QT. Each quarter, we poll a nationally representative sample of 2000 UK adults on their happiness levels, attitudes towards income, confidence in institutions and propensity to spend on categories, alongside a range of contextual questions each period.
Through our tracking, we successfully predicted the Leave victory in that vote, and ever since have closely monitored consumer reaction to the ever-changing economic landscape. Using ten years of longitudinal data to predict Brits’ behaviour in 2026, it’s clear that while much has changed in that time, the role of brands in our society is as clear as ever.
While trust in brands has ebbed and flowed over that time, Brits continue to express net positive sentiment towards brands. This stands in sharp contrast to formal institutions: since 2016, there has been a marked decline of over 20 percentage points in the confidence the British public has in the state. Alongside this, while overall financial comfort has remained relatively flat in that time – with more Brits continuing to feel worse about their income than those who feel better – there has been a homogenisation of attitudes, such that the gap between low- and medium-income households has narrowed.
For all the macro changes, brands remain a constant in our lives. This helps to explain why, since 2016, there have been double digit percentage point increases in Brits’ identification with a range of community types – with everything from sports teams to ethnic, religious and sexual identities growing in importance. In an increasingly unstable geopolitical landscape, consumers are seeking constants to provide escapism.
For brands to bridge this gap, they must show up in culture with intent, prioritizing brand acts over brand ads. The good news is that through emerging tech, social platforms, and immersive events, there have never been more opportunities for brands to join the conversation. But doing so will require a test-and-learn mentality and, above all, bravery in handing over some control to audiences. The things that resonate and the places brands fit can, and will, surprise.
Harnessing the past decade of cultural change and showing up in culture need not be a daunting prospect. In fact, it’s okay to be lighthearted. In trying times, people are turning to communities to provide light relief from the world around them. So, keep it simple, test the waters, and don’t be afraid to loosen the reins – in 10 years’ time we’ll all look back fondly on it anyway.
