As the UK prepares to leave the European Union, the divisiveness that emerged at the time of the 2016 referendum has failed to dissipate. This political polarisation has impacted society as a whole, changing the way people define themselves, make buying decisions, and even form relationships.
After the EU referendum cleaved the country in two, Britons experienced an identity crisis. Opinions became polarised, with those living outside of London accusing the capital of being an out-of-touch bubble. Consequently, the smallest aspects of national identity are now coming under scrutiny.
A lack of leadership is leaving people of all persuasions exasperated. Many are surprised that negotiations with the EU are taking so long, fuelling resentment of traditional elites. Just about the only thing that the left and right can agree on is that the government needs to ‘just get on with it’.
With hundreds of films at their fingertips, countless restaurants offering delivery, and online reviews guiding all their decisions, Britons have become pickier when it comes to their spare time. From boozy ball-pits to immersive cinema, they need an extra incentive to go out just for the sake of fun.
As if a decade of austerity hasn’t been enough, Britons have been squeezed by sluggish wage growth and spiking inflation due to a volatile pound. As a result, frugal consumption is now common as price has displaced brand prestige as the dominant metric of satisfaction.
More people are now viewing diversity in media representation and in the workplace as a priority – and they are also beginning to consider what that means at home. For younger Britons in particular, love and intimacy hold the potential to cut across race, religion and class bounds.