The Future of Britain is OMD UK’s pioneering insight initiative that’s been at the heart of the agency since 2013.

We launched it against the backdrop of the fading euphoria from the 2012 Olympics and the worst recession for over 100 years when Britain went through a seismic cultural and societal shift. As the “new Britain” was unrecognisable from before, we revolutionised our approach to understanding people and launched The Future of Britain to get an in-depth view into real Britain.

Since it launched, we’ve covered a huge number of themes. Living with Future Britain allowed us to virtually live with British households and get to the heart of what makes British people tick. We explored changing family relationships and household dynamics in Future of Families, looked into how connected Britain helps people become more empowered in Now and Next, and uncovered the myths of Christmas shopping behaviour and attitudes in The Future of Christmas.

Our latest project is The Future of Generations, a study that, for the first time ever, smashes generational myths that are deeply ingrained in British society. This research addresses the changes in attitude towards youth, middle-aged and the elderly, accompanied by a blurring of traditionally perceived boundaries of age-appropriate behaviour and lifestyles. Download the white paper here.

If you’d like to discuss The Future of Britain and what it can offer your brand, please get in touch with insight@omd.com

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