A Season for Solutions: Consumers want positivity from brands
As we enter the final quarter of 2025, the wet weather and darker nights are making the heady days of summer feel like a distant memory. But does the national mood mirror the gloomy skies, or are UK consumers holding onto some positivity as we head towards year-end?
According to the latest wave of The Harris Poll UK’s Optimism Index, the answer is… a bit of both.
While optimism has dipped slightly from the summer highs, we’re still feeling a little brighter than we did last month. 43% rate their optimism between 8–10 out of 10, with 13% giving a perfect 10—slightly up on September’s reported numbers.
And as we explored in our Mindset Tracking research earlier this year, there’s something about Autumn that sparks a sense of renewal. The back-to-school mindset kicks in but also a time to refocus, reset and push forward on goals set earlier in the year.
When asked which words best describe how people are feeling right now, more are choosing those linked to self-determination. “Focused” and “motivated” are both up three percentage points month-on-month, while “excited”, “ambitious”, and “curious” are each up two, and “determined” has risen by one.
This renewed focus creates an opportunity for brands to meet people in that mindset; to help them achieve, progress or simply reward themselves for getting this far through a challenging year. Messaging that taps into personal progress, not just broader optimism, is likely to resonate most strongly.
Still, not everything feels settled. Despite a more positive personal outlook, concern about the broader economy remains high. The cost of living continues to bite, and mortgage rates are stubbornly elevated. With talk of potential tax rises or reduced benefits in the next Budget, there’s an underlying anxiety that tempers the optimism.
For brands, this means keeping a careful balance: consumers want to feel hopeful, but they still need reassurance. Communications that combine positivity with empathy, recognising the squeeze but focusing on solutions, will stand out.
Yet amid the uncertainty, there’s a clear appetite for positivity. Consumers are weary of constant negativity, whether that's with news headlines or political rhetoric, they’re looking to leaders and brands to strike a different tone. They want to hear about solutions, not just problems. Progress, not paralysis. Hope, not hesitation.
That doesn’t mean they want to be naïve about the challenges, but it does mean recognising that optimism itself has become a scarce commodity. Brands that can reflect it authentically will be rewarded with trust and attention.
What this means for brands
Mirror the achievement mindset.
Consumers are refocusing and motivated to finish the year strong. Show how your brand can help them achieve their goals—or reward themselves when they do.
Deliver moments of joy.
Whether through communications or experiences, people are looking for any reason to feel good. Be the brand that gives them one.
Keep value front and centre.
Even as optimism grows, financial pressures remain real. Messaging that balances positivity with genuine value will strike the right chord.
Despite the grey skies, the mood of the nation isn’t all doom and gloom. There’s resilience, and even a spark of determination, as we head into winter. For brands, the opportunity lies in reflecting that balance: honest about the challenges, but hopeful about what comes next.
After all, a little optimism goes a long way—especially in the autumn.
Want to know how your audiences are really feeling — and how to connect with their optimism? Get in touch with us to explore how our insights can help your brand move forward.