Newsworks released its annual State of the Nation 2026, highlighting a UK audience navigating uncertainty, stress and information overload, while actively seeking trusted guidance. Over a third expect finances to be their main source of stress, and 75% say journalism helps them make sense of the volume of information online. Trust in quality news remains strong: 90% believe journalism is important today, 80% say it strengthens democracy, and 86% value professionally produced journalism over influencer content, particularly in an AI-driven media landscape.
News brands also drive action, with 76% acting on their values in the past year. Crucially, consumers understand the commercial reality: 76% believe advertisers should support independent journalism. For brands, buying media in trusted, regulated news environments does more than deliver reach: it aligns brands with credibility, responsibility and truth. Advertising alongside quality journalism builds trust, reinforces brand values, and supports the journalism audiences rely on most.
