Aftermath of the ‘Crisis Hangover’: Millions of Brits Emotionally Overwhelmed by Life Pressures

Two-thirds (67%) of Brits are overwhelmed in their daily lives, with 30% feeling anxious, and just 28% hopeful versus 60% of people who felt more optimistic about their circumstances improving, when they were asked in January.

As part of a nationwide study, Leo Burnett’s latest PopPulse report looked at the mood of people across Britain as we approach 100 days into a new Government. It has discovered that Brits are grappling with a ‘crisis hangover’, where the emotional toll of the last four years has left the public feeling highly wary of all possible financial and social threats.

The research suggests that a sense of hope has been overshadowed by mounting stress. Fifty-seven per cent of respondents stated that people seem angrier than twelve months ago, and one-quarter sensed a rise in fear across the country. Rising living costs (79%) and dissatisfaction with the current political leadership (64%) are the main factors fuelling the public’s emotional overwhelm. 

As the Government prepares to unveil its Budget, the public’s confidence in the country's financial future remains bleak. Fifty-six per cent of people express little or no confidence in the Government’s ability to handle the issues they care about most. These concerns are focused on the economy (66%), the cost of living (65%), and the NHS (62%). Even more concerning is the public’s sense of disconnect: just 34% of respondents believe the Government understands the reasons behind their frustration.

It’s not just the Government under pressure - businesses are also in the spotlight. More than half (57%) of Brits feel that companies have been unnecessarily increasing prices to increase their profits. 

As part of Leo Burnett’s focus on populist creativity that speaks to people at a human level and helps brands grow, the PopPulse study aims to pop the marketing bubble and plug brands into how the country is really feeling. The report captures voices from nationwide, combining quantitative and qualitative data to 'listen to the listeners' – the restaurant owners, hairdressers, physiotherapists, tradespeople – people who hear what the nation is really talking about every day.

The agency is talking to clients about five ‘crisis hangover cures’ to ensure their businesses stay in tune with the mood of the nation. 

Tom Sussman, deputy chief strategy officer at Leo Burnett, said, “At a time when confusion, vulnerability, and disaffection prevail, brands have a real opportunity to represent a little clarity, transparency, and hope. 

PopPulse shows us that, after four years of stoically coping with a nationwide state of permacrisis, the British public are finally paying the emotional toll with an almighty ‘crisis hangover.’ It also demonstrates that brands can play a crucial role in helping consumers recover. With people feeling overwhelmed by financial, social, and political pressures, brands can provide relief by simplifying decision-making, offering transparency, acting with integrity, encouraging unity or even just suggesting some everyday reasons for hope and comfort. 

The nation is feeling delicate and brands will have to navigate the situation equally delicately. But, those that do will also no doubt find their own health looking better in no time.”

For more findings and insights on how brands can play a crucial role in navigating this national crisis, view the PopPulse report here.