A few weeks ago, I found myself sitting in the back of a fully driverless Waymo in Los Angeles. A friendly welcome from a calm, automated voice, a smooth pull-away from the curb, and the slightly surreal moment when your brain catches up with what your eyes are seeing… the steering wheel is moving, but no one is driving.

I won’t pretend it felt normal straight away. I trusted the technology intellectually; emotionally, that took longer. And with the announcement last week that driverless taxis will roll out in London later this year, it’s that exact tension that our latest research here in the UK brings into sharp focus.

As we begin 2026, one thing is already clear: organisations will continue to operate in a polycrisis as technological disruption, economic uncertainty and reputational risk collide. AI is reshaping experiences at speed, crises are unfolding in real time, and consumers are navigating a world that feels increasingly uncertain. In this environment, the brands and organisations that perform best are not those chasing every new tool or trend, but those with a clear sense of who they are.

A distinct signal can be seen in the data from our 2025 UK Reputation Index. Companies that are grounded in a clear sense of who they are will be better equipped to adapt, recover and lead amid change or uncertainty. Authenticity is not a positioning statement. It is the discipline of acting consistently, especially when conditions are challenging.

Authenticity provides clarity. It enables organisations to make confident decisions rather than reactive ones, and it helps consumers understand what a company stands for even as the world around it shifts.

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.

UK consumers are rebalancing priorities, reassessing value, and seeking control - not just over their wallets, but over how they live, spend and connect. As we close the books on 2025, here’s our wrap-up of the four dominant themes we’ve seen in our ongoing research with UK consumers across sectors and social contexts this year.

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.