Should we be optimistic about post-Brexit Britain?

Should we be optimistic about post-Brexit Britain?

London – When trying to imagine what life will be like in 2022, opinions range from confident optimism to hesitant hopefulness.

An Uncertain Future: Britain in 2022 by The Future Laboratory, UK

London – When trying to imagine what life will be like in 2022, opinions range from confident optimism to hesitant hopefulness.

Part three of An Uncertain Future asked our participants to think about their lives in five years, when, in theory, Brexit negotiations should be complete, we will be out of the European Union and another general election is on the horizon. Dairy farmer Nigel is the most pessimistic about the future, perhaps because he also has the most at stake when it comes to his farm. With the current government unwilling to make any promises about replacing EU subsidies with their own government programmes, Nigel feels abandoned.

The Conservative voters that we met on our travels had a decidedly more optimistic outlook on the future, with Harsimrat hoping that repealing the EU laws will make Britain great again. Although inflation may rise to up to 3% in that time, she is unconcerned and does not believe it will affect her spending. Their optimism may not reflect the views of the country as a whole, however, with a recent consumer confidence survey by Nielsen revealing that Leave voters’ confidence fell from 109 in January to 106 after Article 50 was triggered. The survey uses 100 as a baseline for degrees of optimism and pessimism. The confidence of Remain voters is at 97.

Watch parts one and two of our series to hear views on the current political landscape and why immigration is a key issue for each of them.

The Big Picture

  • Nobody knows how the future of the country will unfold after Brexit, but we canvassed a range of thought-leaders who offered both opportunities and challenges to brands
  • This series is part of a year-long exploration of consumer discontentment both here and in the US since the EU referendum and American presidential election of 2016. For more, see our Dislocated World and American Middle macrotrends
Discover More Daily Signals
Huggies puts its product claims to the ultimate stress test

Daily Signals

Huggies puts its product claims to the ultimate stress test

Nappy brand Huggies’ latest campaign, Expensive Sh*t’, sees 18 babies wearing Huggies Little Snugglers on luxury goods worth £373,000 ($500,000, €4...
Advertising : Humour : Parenting
What Zara’s archival strategy signals for the future of high street retail

Daily Signals

What Zara’s archival strategy signals for the future of high street retail

Fashion retailer Zara is repositioning itself between mass market and luxury with a two-year partnership with acclaimed fashion designer John Galli...
Retail : Fashion : Design
Stat: Parents sound alarm as children’s digital identities form too early

Daily Signals

Stat: Parents sound alarm as children’s digital identities form too early

A new survey from Proton reveals that concern about children’s online privacy has become the norm, not the exception, as digital identities are for...
Online Safety : Parenting : Statistic
How WMH&I is uniting land and people through design

Daily Signals

How WMH&I is uniting land and people through design

Environmental charity Natural Habitat has unveiled a new identity by WMH&I, designed to reconnect communities with land through emotionally res...
Sustainability : Design : Branding
Foresight Friday: Savannah Scott, creative director

Daily Signals

Foresight Friday: Savannah Scott, creative director

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, our creative director Sav...
Foresight Friday : SXSW : Creativity
Stat: Gen Z turns to social for food inspiration as video dominates media habits

Daily Signals

Stat: Gen Z turns to social for food inspiration as video dominates media habits

Gen Z’s media habits are evolving rapidly, with video platforms and social feeds reshaping how young audiences consume content – and what influence...
Drinks : Social Media : Inspiration
SXSW 2026: How can brands move on the pulse of culture? 

Daily Signals

SXSW 2026: How can brands move on the pulse of culture? 

On day three of SXSW 2026, the conversation turned to one of the biggest buzzwords in modern marketing: community.
Global Events : SXSW : Marketing
The China Playbook: What brands get right and wrong about Chinese New Year campaigns

Daily Signals

The China Playbook: What brands get right and wrong about Chinese New Year campaigns

The China Playbook is a monthly briefing from Hot Pot China equipping businesses with the knowledge to navigate the complexities of the Asian premi...
Hot Pot : The China Playbook : Chinese New Year
Stat: How everyday rituals are becoming markers of status

Daily Signals

Stat: How everyday rituals are becoming markers of status

According to a recent report by global fashion and media brand Highsnobiety, status is becoming embedded in everyday rituals, enviro...
Groceries : Identity : Beauty
SXSW 2026: Why boring brands are borrowing from entertainment to break the internet

Daily Signals

SXSW 2026: Why boring brands are borrowing from entertainment to break the internet

On day two of SXSW 2026 speakers challenged a long-held assumption in marketing: that so-called ‘boring’ categories must produce dull advertising.
Global Events : SXSW : Advertising & Branding
You have 0 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN