Brits have always loved talking about the weather. Living in a country where sunshine, showers and four seasons can all arrive in the same afternoon means it's long been part of our national identity. We celebrate the sunny days, complain when it gets too hot or too wet, and usually get on with it. 

Our latest research suggests this summer feels different. Heatwaves are no longer being treated as a short-lived inconvenience. They are becoming something we need to live with, and with that comes a growing realisation that coping with them isn't as simple as opening a window or buying another fan. 

January has long owned the cultural spotlight as the season of resolutions and resets. But our latest research reveals a quiet shift that brands shouldn’t underestimate. September, long linked to the return to school, is emerging as a second New Year on the UK calendar: a fresh start that extends far beyond students and parents.

In fact, for many, September feels more like the real start of the year. After summer holidays and looser routines, people return with sharpened focus, renewed organisation and clear intention. At The Harris Poll UK, a Stagwell Company, we’ve found that consumers treat the end of summer as more than a calendar page turn: it’s a mindset shift. Customers are re-engaging. They're motivated. And they're looking for brands that support them through this transition.

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.