In partnership with MG OMD, our groundbreaking joint research project, Belonging in Britain – Understanding Modern Communities, offering a bold new lens through which brands can understand identity and engage audiences in modern Britain.

At a time of cultural flux, where identities are increasingly multifaceted and trust in traditional institutions continues to decline, this research challenges outdated audience profiling rooted in demographics alone. Instead, it puts community – not category – at the heart of audience understanding.

Belonging in Britain explores what ‘community’ really means today, how people define and express their identities, and the powerful role that belonging plays in shaping trust, opinion, and behaviour.

Key insights include:

•  96% of people trust opinions within their communities
•  Identities are shaped by 7.2 factors – most beyond demographics
•  86% of people in communities are open to engaging with brands – if it’s done authentically

Through a blend of ethnographic film, nationwide surveys, and digital diaries, the study reveals five key typologies of communities – from shared interests and passions to experiences, beliefs, characteristics and geography – offering brands a toolkit to engage more authentically and ethically.

Download our Summary Booklet below