Before running our latest survey, we expected to hear a wave of cynicism — that people were tired of brands trying to insert themselves into viral moments, especially those as chaotic and controversial as the Coldplay concert incident. We assumed the public might be fatigued by forced trend-chasing.

But what we found was more nuanced—and more optimistic.

While not everyone’s on board, a surprising number of people are open to brands engaging with viral trends—so long as it feels authentic, on-brand and done with purpose.

As the UK faces yet another summer of heatwaves, brands must recognise that extreme heat is becoming a regular feature of UK life – and adapt quickly to this new climate reality. Beyond the physical discomfort, rising heat is reshaping how consumers shop, and what they’re saving money for. And according to new survey insights from The Harris Poll UK, a Stagwell Company, it’s clear the public want support and are expecting brands to step up.

Last week, headlines lit up with news that US courts had blocked some of Donald Trump’s proposed tariffs, a decision with potentially significant implications for global trade. While it’s an eye-catching development, and one that might have major consequences down the line, it’s worth asking: how much does this really matter to UK consumers right now?

The answer? Not as much as you might think.