Belonging in Britain

In an era demanding authenticity and relatability, traditional demographic segmentation fell short- overlooking the complexity of modern identities, compromising comms. effectiveness and at worse, fuelling consumer cynicism. Recognizing that communities now serve as dynamic, self-shaped ecosystems reflecting people’s values and passions, we launched Belonging in Britain to reframe how audience identity is understood leveraged in media.

Our research combined immersive digital ethnography and a large-scale, uniquely inclusive national survey, revealing that the communities people choose reflect their true identities, offering a richer picture and more effective lens than crude demographics. This approach uncovered how identity lives within communities, how influence spreads, and what drives trust and belonging.

The resulting strategic framework equips planners and creatives with human-centered tools to build deeper audience understanding and create more meaningful, inclusive connections.

Belonging in Britain has not only transformed planning and targeting but also sparked wider industry conversations, redefining how brands see people, plan smarter, and connect with genuine purpose.