As the summer heats (or should we say “wets”) up, the team at Spark Emotion are delighted to present the latest insights from our July 2024 Mood of the Nation Report. Once again, we’ve uncovered some fascinating trends about how UK adults are feeling and behaving.
Garden Use and Furniture Purchases
Our survey shows that 83% of UK adults with garden or outdoor spaces use them several times a week during the summer months. Despite the recent stormy weather, it’s clear that us Brits cherish our time outdoors. Furthermore, 49% of UK adults have bought or plan to buy garden furniture this summer, with tables and chairs being the most popular choices. Notably, 47% of these purchases are made online, reflecting a growing trend toward e-commerce. More detail on the channels consumers are using to shop for garden furniture can be found in the full report.
Now, we just hope that the weather clears up so we can actually make use of our new purchases.
Beverage Preferences
When it comes to soft-drinks, water remains the top choice, with 84% of respondents drinking it daily. Coffee and tea follow closely, consumed regularly by 63% and 57% of adults, respectively. Interestingly, 21% of UK adults have recently changed their beverage consumption habits, citing health reasons and cost considerations as major factors.
With brands like Trip (CBD and adaptogenics) and Remedy (Kombucha) growing in popularity as alternative soft drink beverages, it’s clear that the shift to more mindful, healthy choices isn’t just a fad – it’s a trend that brands and retailers will need to adapt to.
Emotional Well-being
For July, the scores for happiness, excitement, and control are similar to last year but higher than in 2021 and 2022. UK adults are feeling more optimistic and less worried compared to previous years, marking the highest level of positivity for July we’ve seen in over two years. Financial confidence remains low, but there is a steady rise in high confidence levels.
Speculation on August Mood
Following Labour’s landslide victory in the recent general election, there is a mix of cautious optimism and scepticism among the public. While many hope for significant changes, the profound challenges facing the nation — from high living costs to long NHS waiting lists — will still weigh heavily on their minds. The Labour Party’s promise of “change” resonates, yet the solutions up until now have remained vague, which may leave many UK residents feeling some uncertainty about the future. However, with England reaching the finals of the Euros, and Prime Minister Starmers first full month in office coming up in August, will this contribute to a shift in optimism? Sign up to receive our next report to be the first to know.
Comments from Andy, COO of Spark Emotions
Andy, our COO, reflects on the findings: “It’s heartening to see such a high level of positivity and optimism among UK adults this summer. Despite the unpredictable British weather, our gardens still remain sanctuaries of relaxation. Looking ahead, it will be intriguing to observe how the nation’s mood shifts with the new leadership following the recent general election and the results of the football.”
As we continue to monitor the nation’s mood, stay tuned for next month’s insights. To get the full report and more detailed analysis, sign up for our monthly newsletter or download the July 2024 Mood of the Nation Report.
