A Hopeful Nation
The New Year always brings with it a mix of hopes, fears and expectations for the months ahead. This year, we start with hope.
Even in spite of all the challenges and uncertainty we face, a majority (51%) of the public are hopeful for the year ahead. By comparison 21% of us are pessimistic about what 2021 will bring.
In spite of everything, most of us start the year hopeful
More interesting is evidence of the issues driving hope – today and in future. The scale of our survey enables detailed regression analysis revealing that, today, affordability of everyday life is the main driver of hope. As are the beliefs my health, and that of friends and family, will improve. And that soon there will be opportunities to reconnect with friends and family.
Today, affordability of everyday life is the main driver of hope. As is the belief my health, and that of friends and family will improve
Regressing those issues that people are optimistic about against their level of hope reveals the specific issues which it will be critical for businesses and politicians to ‘get right’ in order to build hope during 2021.
But when the pandemic subsides, this research also reveals that the issues which will have the greatest impact on hope include a focus on the prospects for ‘my community’, and perceptions about the UK’s future post-Brexit.
But as we move past the pandemic, the research indicates it is beliefs about the future of the UK post-Brexit, and the future for ‘my community’ that will indicate levels of hope
The power of these issues indicates they will return as the major political focus later this year. The levelling-up agenda is not going away for the Government, or the Opposition. In addition, there is a clear need for the Government to show how the UK is benefitting post-Brexit. Equally, this research shows there is scope to argue the opposite…
These findings matter to business too. The importance of prospects for ‘me’ and ‘my community’ also informs the public’s expectations of companies in the UK.
Unsurprisingly, as we found all through 2020, the prime expectation of business during the year ahead is that it will create jobs and invest in skills – with a particular focus on local communities, as well as British workers and suppliers.
And there are clear warnings for business. We see in this research, both polling and focus groups, that there is acute awareness among the public of the challenges facing the public finances. And while there is strong resistance to personal tax increases - the expectations on business to demonstrate it is ‘paying its way’ and not ‘shirking its responsibilities’ when it comes to tax have strengthened.
