What is going on with Britain’s heartland

In 2023 Saatchi & Saatchi published a groundbreaking study into the state of our Nation called ‘What the f*ck is going on?’ It attempted to go beyond the vast data sets that show the challenges the UK faced to understand how people were really feeling.

It wasn’t a pretty read, as it unfolded story after story about people in every part of the UK who were ‘worried, tired, and desperate for hope’.

Conclusions were based on research that combined ethnography, expert voices, and a nationally representative quantitative study through polling firm YouGov. This hybrid approach delivered both intimacy and rigour.

This year, Saatchi & Saatchi have given a voice to the middle class as they asked, ‘What is going on with Britain's heartland?’

From Antrim to Arnos Grove and Leith to St Ives, they travelled across the UK to hear real stories from a hugely important audience to find out exactly what is happening.

To discover the latest findings, download the full report here.

Saatchi & Saatchi are part of Publicis Groupe UK, a partner of The Marketing Society. 

Published on 7 August 2024

This piece is part of our In My Humble Opinion content series in partnership with Publicis Groupe UK