As the cost-of-living crisis deepens, new data reveals a troubling shift: almost seven in ten Britons would consider choosing a less rigorously tested medication if the price was right. Despite valuing safety and quality above all else, rising costs are pushing many to make trade-offs they never expected to face. With trust wavering and concerns about authenticity growing, the pressure is mounting on brands—and the system—to help consumers feel protected.

At The Harris Poll UK, we spend a lot of time listening—to what consumers are feeling, what they’re prioritising and how those choices are shaping brand relationships. And as we head into the 2025 festive season, the mood of the nation feels quietly optimistic.

Economic pressures may still be part of daily life, but people are finding new ways to create joy and connection. Even in tighter times, UK consumers are seeking moments that feel meaningful — swapping excess for experiences, nostalgia, and small everyday luxuries.