Spark Emotions April Mood of the Nation

How the nation is feeling about April 2021?

At Spark Emotions, we created our Mood of the Nation to truly understand how people are feeling on a monthly basis and this month, we focus on April. Throughout the year, we focus on different topics depending on what is important to the general public. For April, we spoke to over 1,000 people to understand their emotions and what plans they have for the month ahead.

Spring is finally here and on the 12th of April, non-essential businesses and hospitality venues can reopen after being closed for months.  With that in mind, we wanted to know how people feel about returning to the high street and the future of the high street.

The April report brings you an understanding of the general mood of the nation by getting to the truth of how people are really feeling in the United Kingdom; how the UK feels about shopping the high street and using businesses when they reopen, and we look into how people might use the high street in the future.

The pace of change is still unprecedented

April Mood of the Nation timeline

There were many events in March that would have influenced how UK adults are feeling in April. At the beginning of March, Chancellor Rishi Sunak unannounced £1bn of funding for 45 areas of England to aid in their recovery from the COVID-19 pandemic and schools and colleges were able to open to students. In mid-March the WHO urged people to continue receiving the Oxford–AstraZeneca vaccine after there were concerns over possible blood clots and by the end of the month, people were allowed to meet outside after months in lockdown.

Hopefulness and optimism remains consistent with March

The UK is feeling Hopeful and Optimistic about AprilWith the lift in restrictions closer than ever, people are continuing to feel ‘hopeful’ and ‘optimistic’. We are seeing fewer people report boredom suggesting the lighter evenings and warmer weather has provided opportunities for activities. However, some still feel ‘apprehensive’.

Click here for more articles on the Mood of the Nation

The Spark Emotional Wheel

Spark Emotional Wheel - The Mood of the Nation April

Through our unique tool, we are to plot the exact emotion that people are feeling towards something, whether that be a brand, a store, or even the current state of the entire world around them. Click here to read more about The Spark Emotional Wheel.

As predicted, scores of Happiness, Excitement and Control have increased for a second month as the UK enters spring giving April the emotional score of ‘Delight’. We expect these levels to continue to increase into May as more restrictions lift.

How you can help

UK adults are excited to return to the high street and start visiting businesses again, however, some are still cautious of COVID-19 so continue to display clear safety guidelines and messaging around stores.

People will be looking to meet with family and friends outside now that restrictions have lifted, help them make the most of their time outdoors by providing them with food inspiration for picnics or meals alfresco.

Find out how we understand Trends and Foresight

Get in touch if you would like to see the full April Mood of the Nation report



Written by Tara Moran, Research Executive at Spark Emotions.
If you have any questions, feel free to reach out to Tara via email or connect with her on LinkedIn