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Society and lifestyle

Between headlines and real understanding, there are hard facts. Find the truth behind the stories – from politics to parenting, dating to drinking. On this page, you’ll discover the latest research into trends and sentiment about our society. Let’s go behind the scenes of the reality show we’re all in.

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Global brand health rankings reveal utility wins every time
rankings trophies
Article
From awareness to action: how effectively do the world’s top brands convert?
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Article
One in five UK adults borrowed to cover Christmas holiday spending in 2025
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Article
[On-demand GB webinar] YouGov Best Brand Rankings 2026 - Great Britain edition
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YouGov Behavioral: Top Film & TV (US & UK, November 2025)
Report
YouGov Behavioral: Top Film & TV (US & UK, October 2025)
Report
Race, heritage, and British / English identity: what do white and ethnic minority adults in England think?
Article
YouGov Behavioral: Digital Gamblers - Demographics, Psychographic & Behavioral Insights
Report
YouGov Behavioral: Top Film & TV (US & UK, September 2025)
Report
YouGov Behavioral: Top Film & TV (US & UK, August 2025)
Report
Soft drink consumer preferences 2025
Report
UK charity brand rankings 2025
Report
YouGov Behavioral: The Comedy Report - Audience Demand, Motivations and Demographics
Report
Behind the wristbands - UK festival goer report 2025
Report
Tariffs putting Britons off investing in equities
Article
Most Britons expect tariffs to push prices up
Article
After a shaky start to the year, consumer confidence bounced back in February 2025
Article
Can Poundland bounce back, or will shoppers look elsewhere?
Article
Cancer Research UK leads YouGov’s 2025 Charity Rankings
Article
Do the British public trust search engine AI summaries?
Article
YouGov/Cebr consumer confidence index registers biggest drop in retrospective business activity measures since the start of the pandemic
Article
How GambleAware used YouGov insights to tackle gambling harms
Case Study
5 key UK Christmas shopping trends for 2024
Article
Christmas shopping 2024 – How UK parents are preparing for the holidays
Article
The establishments with the cleanest and dirtiest toilets – according to Britons
Article
Consumer confidence dipped in August 2024 as optimism around household finances fell
Article
The Customer of Tomorrow
Report
How Starlight Children’s Foundation created its best-performing campaign
Case Study
Data Spotlight: Making Britons laugh - Humour hacks for advertisers
Article
Data Spotlight: British bonds - Exploring dynamics of friendship in Great Britain
Article
UK attitudes towards Artificial Intelligence (AI) in the public sector
Report
How Britons blow off steam
Article
Olympic Games Paris 2024: Top sports in Europe and UK
Article
How Edelman used YouGov data to back their Cannes Lion award winning campaign
Case Study
Beyond the​ feed: GB social media report 2024​
Report
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