Belonging in Britain 2026  

This year, amid packed cultural moments and a noisy news cycle, people across the UK found new ways to connect with each other – through sports supporter groups and music fandoms, fitness communities and foodie circles. As belonging grew, so did these communities, and with them, the opportunity for brands who truly understand them.

MG OMD and Global’s latest report uncovers the key findings on how modern British audiences are defining themselves, where they’re building connection, and what that means for brands looking to reach them in ways that genuinely resonate.