The summer of ’18

This summer has seen a Royal Wedding, England reach the semi-final of the World Cup, around 1m people take part in Pride in London, and an unprecedented heatwave. We wondered if this turn of events had encouraged Brits to change their behaviours at all, compared with summer 2017.
In August’s QT, we asked 1000 adults what they had done more, as much or less of, and the results were intriguing.

Londoners are making hay while the sun shines
Those in the capital have used the good weather, good vibes and longer days to socialise, with 1 in 4 saying they have done this more than last summer. Much of this has been an increase in day trips, with 29% of Londoners taking more than this time last year, versus a mere 19% of non-Londoners.
One downfall for brands is in their reduced shopping habits, with 1 in 4 saying they’ve been hitting the high street less this summer – all the more reason for retailers to work harder to entice them into new experiences, pop-ups and workshops.

The millennial mantra: Give me more!
18-34s have been particularly active in the summer of 2018, with 1 in 3 claiming that they’re planning more things in advance, but 1 in 4 also claiming to be doing more spontaneously versus last year. Regardless, they’re spending more time outside, with over half saying they’ve been embracing the great outdoors more than in the comparably cold summer last year. With good weather comes beer gardens, and 1 in 4 claim to be drinking more alcohol. Aperol Spritz anyone?

Families spending quality time together
The final takeout from our research was that families were spending even more time together this year, with 2 in 5 claiming to do so, this rises to 1 in 2 of those with children under 5 years old. It’s not just a family affair, parents of younger children have also been spending more time with friends, with 1 in 3 claiming to do so, versus the national average of 1 in 5.

For brands, the summer may feel like it’s coming to a close, but there are still fun, tactical opportunities to play for. With the August bank holiday looming, what can we do to bring a glorious end to what has been a fantastic summer all round?

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