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 afterglow of the 2012 Olympics and Jubilee year, and as Britain was coming out of its worst recession in one hundred years. Five years ago, we sought to understand our new British culture and what this meant for both brands and media.

Since then, The Future of…. Series has gone from strength to strength.

We’ve covered a vast array of themes in the past five years, talking to over 15,000 people along the way using innovative research techniques such as video ethnography, implicit testing and our very own online community, YourVoice. We’ve explored household dynamics in Living with Future Britain, studied Christmas shopping behavior and attitudes in The Future of Christmas and smashed generational myths ingrained in British society in our award-winning The Future of Generations.

Five years since our inaugural study, we’ve revisited some of the key themes that we saw emerging in 2013, exploring how the country has moved on over a turbulent five years through an extensive research program.

You can download a copy of the report here.