A Nation of Nearly-There Achievers: How the UK really did with its 2025 goals
At this point in the year, goal-setting narratives typically split into two camps: success stories or silent guilt. But the reality for most UK consumers in 2025 sits somewhere a bit more measured and far more human. The Harris Poll UK has been tracking consumer mindset and goal achievement throughout 2025, and our latest data shows a nation that is ambitious, imperfect and still moving forward.
The Big Picture is ‘Progress rather than perfection’
58% of UK consumers are either on track (41%) or ahead (17%) when it comes to the goals they set themselves for 2025. That’s a powerful signal of resilience at a time when many are juggling rising costs, busy lives and constant change.
These aren’t just headline-grabbing wins. For many, being ‘on track’ means showing up consistently, building habits and making steady progress, even when motivation dips.
Why ‘Slightly Behind’ Isn’t Failure
The largest group of consumers (42%) say they’re behind on their goals. But look closer and the story isn’t as negative as it first seems:
32% are only ‘slightly behind’
Just 10% are ‘well behind’
That distinction matters. Being slightly behind often reflects ‘real life’ getting in the way, not a lack of commitment. Missed weeks, disrupted routines or shifting priorities don’t erase progress, they simply call for a pause or a reset.
In many ways, this group represents a nation of nearly-there achievers: people who haven’t given up, but may need support, flexibility or an agile approach.
Momentum looks different by gender
Progress isn’t evenly distributed. Men are significantly more likely than women to say they’re ahead of their 2025 goals. That gap invites reflection, not just on confidence and self-perception, but on time, responsibility and the invisible labour that shapes how progress is experienced and reported.
What’s clear is that being ‘ahead’ often comes down to small advantages compounding over time, rather than dramatic differences in ambition or commitment.
The Real Mood of 2025: Optimistic, With Caveats
Taken together, these insights paint a picture of a UK that hasn’t abandoned its aspirations. Instead, consumers are adapting them.
This isn’t a story of rigid resolutions or overnight transformations. It’s about incremental progress, recalibration and persistence. Being on track counts. Being slightly behind still counts. Even recognising you’re well behind can be the first step toward change.
‘Experience and Travel’ was 2025’s ‘protected’ category of goals
Of all the goal categories tracked in 2025, ‘Experience and Travel’ saw the highest levels of overachievement. Despite continued pressure on both finances and time, consumers have been actively prioritising moments of joy. Throughout the year, we’ve seen people working hard to protect experiences that help them feel connected, restored and present, whether that’s booking a much-needed holiday, carving out time with friends and family or choosing experience-led gifts at Christmas. These choices aren’t about extravagance; they reflect a growing desire to invest in memories and meaningful connection, even when other areas of life may feel constrained.
What this means for UK Brands heading into 2026
If there’s one takeaway from the UK’s 2025 goal progress, it’s this: perfection was never the point. Progress was. Whether consumers are ahead, on track or catching up, the prevailing mood is one of continued effort, and that’s something worth celebrating.
For UK brands, this creates a clear opportunity: to support consumers where they really are, not where idealised goal narratives suggest they should be.
1. Design for ‘nearly there’ rather than ‘all or nothing’
With nearly three-quarters of those behind describing themselves as only slightly off track, brands should move away from binary success/failure messaging.
Build products, services and communications that help consumers restart, reframe or adjust; not just begin again from scratch.
Position your brand as a partner for progress, not just perfection.
2. Make flexibility a feature rather than a fallback
Real life disruption is the norm rather than the exception. Consumers aren’t abandoning goals, they’re negotiating with them.
Subscription pauses, modular usage, flexible plans and adjustable commitments will increasingly signal empathy rather than weakness.
Brands that normalise pauses and pivots will feel more supportive and more human in 2026.
3. Celebrate consistency over intensity
Being ‘on track’ in 2025 often meant showing up imperfectly but regularly.
Shift messaging away from peak performance and dramatic transformation.
Reward repeat behaviours, small wins and everyday effort. These are the real drivers of loyalty and long-term engagement.
4. Recognise the hidden barriers behind progress gaps
The gender difference in reported progress highlights that ambition alone doesn’t determine outcomes. Time, energy and invisible labour matter.
Audit whether your brand unintentionally favours consumers with more time, confidence or fewer responsibilities.
Support structures, tools or content that acknowledge uneven starting points will resonate more strongly with women and overstretched consumers.
5. Meet optimism with realism
The UK consumer mood is hopeful but cautious. People still believe in progress but will be more sceptical of claimed overnight fixes given the current landscape.
Avoid overpromising quick results in 2026.
Brands that feel credible, grounded and honest about effort will build deeper trust than those selling shortcuts.
6. Position your brand as a reset enabler
For the 42% who are behind (especially the 32% who are only slightly so) the right nudge at the right moment could be the difference between re-engagement and quiet abandonment.
Timely reminders, gentle encouragement and practical tools to get back on track can be more powerful than motivational hype.
Think less “new year, new you” and more “pick it up where you left off.”
Final thoughts for the start of the new year
UK consumers are entering the next year with ambition intact, expectations adjusted and a stronger relationship with realism. Brands that succeed in 2026 will be those that:
Respect imperfect progress
Support adaptability
And show up as allies in everyday effort, not arbiters of success
In a nation of nearly-there achievers, the most powerful role a brand can play is helping people keep going.