Tuning In On Our Terms: Why UK consumers are redefining how they stay informed
The UK public isn’t turning its back on the news—it’s taking back control of it. Our latest research shows that while almost half of people (46%) say they check the news less often than before, this shift reflects intention, not indifference.
People are looking for balance, clarity, and content that supports their wellbeing. Far from switching off, they’re tuning in—on their own terms.
What We Found at a Glance
46% check the news less often than before
46% regularly feel overwhelmed by news headlines
41% worry about missing important stories hidden under major headlines
46% mostly get their news through social media
26% avoid watching the news when they are with their children
Choosing What Matters
Almost half of respondents (46%) say they now check the news less than they used to. On the surface, that might look like disengagement. In reality, many are simply being more selective—choosing not to let every story dictate their day.
Some explained that constant headlines felt repetitive, predictable or dominated by “doom and gloom.” Many others said they wanted to focus on what matters most to them—family, health or personal goals.
1 in 4 (26%) said they avoid watching or listening to the news when they are with their children. This isn’t about turning away from information altogether—it’s about protecting children from things beyond their understanding and creating a more positive family environment.
Balancing Awareness with Wellbeing
Strikingly, nearly half (46%) say they feel overwhelmed by the news headlines, yet 41% also admit they sometimes worry about missing out.
This tension highlights a wider truth: people value being informed, but not at the cost of their mental health. Increasingly, they are seeking smarter, calmer ways to stay connected without being consumed.
Reclaiming News, on Their Terms
For many, social media is now the source for news. Almost half (46%) say they mostly get their news through these platforms—valuing immediacy, variety and connection.
This shift reflects a more active approach: experimenting with new formats and sources that feel relevant and digestible, rather than overwhelming.
What This Means for Brands
The same principles apply to how brands communicate. In a world where consumers are choosing carefully, the opportunity is to show up with clarity, positivity and respect for attention.
What consumers want |
What brands should do |
Why it matters |
|---|---|---|
Balance and wellbeing |
Share content that reassures, inspires and supports mental space |
Helps consumers see your brand as a positive force |
Less noise, more meaning |
Deliver concise, relevant updates instead of overwhelming volumes |
Builds trust and loyalty by respecting attention spans |
Credible content on social |
Be present on social platforms with clear, shareable and trustworthy information |
Positions brands as reliable in a fast-moving, cluttered space |
Family-friendly communication |
Be mindful of tone and timing — avoid unnecessarily heavy or negative messaging in family context |
Shows empathy and earns trust by respecting how people curate information around their children |
A More Intentional Future
This isn’t the story of people tuning out—it’s the story of people becoming more intentional. They’re choosing information that supports, not drains; that informs, not overwhelms.
For media organisations, it’s a chance to rethink how stories are told. For brands, it’s an opportunity to build stronger, more trusted relationships by respecting attention, supporting wellbeing and making every message count.
In short, people aren’t tuning out. They’re tuning in—just on their own terms.
The Harris Poll UK, A Stagwell Company, is a leading market research company that provides some of the UK’s best-loved brands with game-changing insights. We utilise a combination of proprietary software and advisory services to deliver data insights via custom service models. We help our clients make informed decisions based on our in-depth industry expertise and our continual exploration of evolving consumer needs and priorities. We know that when a company’s Business Strategy and Customer Strategy are one and the same, their brand and their employees are better placed to succeed.
Get in touch to discover how we can help your brand break through the noise and reach consumers where they are.