CHAPTER FOUR:
DIFFERENT EVENTS SPEAK TO DIFFERENT PEOPLE
Our segmentation demonstrates how the same event can land very differently depending on who you are. For some, a royal wedding is a stirring symbol of British tradition; for others, it’s a reminder of institutions that feel out of touch. A street party might feel joyful and inclusive to one person – and exclusive or unfamiliar to another.
Understanding this variation is critical to understanding the different features of events that maximise national pride.
Thinking about major national events hosted in the UK like the 2012 Olympics, the Platinum Jubilee, Eurovision 2023, Edinburgh Festival or Glastonbury, to what extent do you agree or disagree with the following statements? These events make me feel proud of living in the UK.
Sporting events are a rare unifier - moments that appeal across political, cultural and generational lines.
The majority of the public take pride in major sporting events.
Of all event types tested, sporting events like the FA Cup Final, Commonwealth Games or the Euros had the broadest appeal. They are one of the few categories that cut across generational, cultural and political lines – with most segments finding something to enjoy. But while the headline levels of engagement are high, the reasons for participation vary significantly between groups.
Which of the following types of UK-hosted events, if any, make you feel proud to live in the UK? Select all that apply: Major Sporting Events (e.g. FA Cup Final, Wimbledon or the Commonwealth Games)
Proud Participants are the most actively engaged.
- 91% say they enjoy major sporting events – by far the highest across segments – and 67% say they make them feel proud to live in the UK.
- These events are opportunities to come together and celebrate national achievement.
- This group shows high levels of both symbolic and practical engagement: 80% have celebrated a sports victory with others, 89% have donated to a related national cause, and 63% have attended a public screening or fan zone.
Nostalgic Nationalists also express strong support.
- 65% say they enjoy sporting events, and 51% say they’re a source of pride.
- But their engagement is shaped by a preference for historic or institutionally significant events (such as the Olympics), rather than new or globalised competitions.
Cultural Centrists are also broadly supportive, though for different reasons.
- 71% say they enjoy sporting events, and 53% say they make them feel proud.
- For this group, sport offers an inclusive, modern form of shared identity – distinct from more traditional state occasions.
- They are more likely to attend in person than for other event types (with 24% attempting to get tickets), and more than a third celebrate through online or social media channels.
- National pride here is tied less to heritage, and more to energy, creativity and global relevance.
Sideline Sceptics are somewhat more positive about sport than other event types.
- 41% say they enjoy sporting events — higher than for royal (20%), commemorative (36%) or military occasions (23%) — and 23% say they make them feel proud to live in the UK.
- Celebrating a sporting victory with others is one of the few actions where this group approaches the national average (with 39% saying they’ve done so in the last year), suggesting that sport can offer a rare moment of communal connection even for those otherwise sceptical of national institutions.
Of all event types tested, sporting events like the FA Cup Final, Commonwealth Games or the Euros had the broadest appeal. They are one of the few categories that cut across generational, cultural and political lines – with most segments finding something to enjoy. But while the headline levels of engagement are high, the reasons for participation vary significantly between groups.
“When Jude Bellingham got us into the quarter final, I just remember the absolute joy and unity in that one moment, even people that don’t care about football – never cared about football. We were just so happy and elated when that happened. I don’t think I felt more proud of England and more proud to be British than ever at that moment.”
“When Andy Murray won Wimbledon twice I think we were all very proud of him as a British people and that was definitely a very proud sporting moment, I think sporting events create a very uplifting sense of pride, they are real British moments.”
The existence of the monarchy is a polarising topic in British life, and as such, it engenders very different reactions across the population.
Royal and state occasions also trigger pride, particularly for older generations.
Royal and ceremonial events like the Coronation or Jubilee are seen by some as powerful expressions of national identity – and by others as exclusive, outdated or simply irrelevant. These moments are among the most polarising in our research. Attitudes vary sharply across segments, shaped by different values around tradition, belonging and how Britain should present itself.
Which of the following types of UK-hosted events, if any, make you feel proud to live in the UK? Select all that apply: Royal Events or state occasions (e.g. Coronation, Royal Weddings, Jubilee celebrations)
Nostalgic Nationalists are enthusiastic for these events, in a reflective and tradition-focused way.
- 76% enjoy royal events and 66% say they feel proud of them.
- Their pride is strongest around occasions that emphasise continuity and sacrifice: 73% cite the Queen’s funeral as a meaningful moment, and over half mention D-Day or VE Day as legacy events.
- However, their participation tends to be private – just 11% attend events in person, with most preferring to watch from home.
Proud Participants are similarly enthusiastic, but are more keen to take part in the proceedings.
- 89% say they enjoy royal events, and 63% say these moments make them feel proud to live in the UK – well above the national average.
- These events are not just symbolic, but deeply personal: 84% sing the anthem, 85% wear national symbols, and 75% have taken part in a local celebration.
- Their strong identification with Britishness and a desire to connect with national rituals makes them highly engaged both emotionally and practically.
Cultural Centrists are more ambivalent.
- 46% say they like royal events, but only 30% say they make them feel proud.
- This group is more likely to engage digitally than physically: 22% stream online, and 19% engage via social media.
- For them, royal occasions are more about shared experience than deep personal meaning as the monarchy doesn’t strongly reflect their identity.
Sideline Sceptics are actively disengaged.
- Just 20% say they enjoy royal events – the lowest of any segment – and only 13% say they make them feel proud to live in the UK.
- Only 9% consider the royal family an important source of national pride.
- For many, these events feel performative or unnecessary: 32% believe events prioritise image over real needs. Their views reflect a wider scepticism about institutions and public life.
Royal events still connect with a large part of the population, especially those who value tradition, heritage and shared national moments. But they are far from universal. The existence of the monarchy is a polarising topic in British life, and as such, it engenders very different reactions across the population. While some view royal occasions as celebrations of our history, that can bring people together (59%) others see them inaccessible (30%).
“The royal weddings, [make me proud to live in the UK]. So you see people coming together for street parties and also waving flags or just celebrating the moment. And that gives a sense of tradition and continuity.”
“Things like funerals, Royal Family, they do nothing for me […] other people maybe get something from flag waving, funerals, weddings. I’m sorry it does nothing for me.”
Events that are framed as triumphant achievements make people joyful and proud of the UK.
As part of our poll, we asked participants to watch a 30-second video of highlights from the 2012 Olympics’ Super Saturday. This video framed national pride through the lens of success and excellence – Viewers saw Team GB athletes in moments of triumph: medals, celebrations, and crowds waving Union Jacks.
of UK adults said that events like this make them feel proud to live in the UK.
This frame triggered widespread pride Nostalgic Nationalists, Proud Participants and Cultural Centrists.
of Nostalgic Nationalists
of Proud Participants.
of Cultural Centrists.
of Sideline Sceptics.
The video also evoked a sense of excitement and joy from respondents. Feedback featured frequent mentions of “proud,” “athletes,” “Olympics,” “British,” “excited,” and “memories,” revealing a collective emotional resonance with sporting excellence, national representation, and moments of success.
How did you feel while watching the video?
“You could actually feel the pride, when Jessica Ennis and Mo Farrah and others actually won the gold. So it wasn’t just about sports, it felt more like a celebration of National spirits and also diversity and excellence.”
“It brings me goosebumps and amazing memories as I was a volunteer at the Olympics and it was the best 2 months, it brings me so much pride.“
“You see sunshine coming out of their faces, don’t you? Jessica Ennis and Mo Farah, the glow of success was upon them, and the love of the nation was there too.”
Commemorative and military events still carry emotional significance, particularly for those who value continuity, duty and shared sacrifice.
Half of UK adults feel proud of moments that pay tribute to sacrifices made in the nation’s past.
Commemorative events, such as Remembrance Sunday, D-Day anniversaries or Trooping the Colour, are deeply meaningful for some, evoking pride and reflection. But for others, they lack relevance or feel disconnected from contemporary life. Responses to these events mirror those towards royal occasions though are not identical.
Which of the following types of UK-hosted events, if any, make you feel proud to live in the UK? Select all that apply: Commemorative Events (e.g. Rememberance Sunday, VE Day anniversaries)
Nostalgic Nationalists are the strongest supporters of these events.
- 81% say they enjoy commemorative occasions, and 67% say they make them feel proud to live in the UK – the highest across all segments.
- Their pride is rooted in tradition, memory and sacrifice. Military and commemorative moments dominate the legacy events they recall most vividly: 73% cite the Queen’s funeral, 37% D-Day, and 32% VE Day.
- They are also the most likely to express pride in military events specifically, at 55%.
- While they rarely attend in person (just 11%), they consistently engage through national rituals like moments of silence or televised coverage.
Proud Participants also express strong support.
- 92% enjoy commemorative events, and 59% say they make them feel proud.
- Their approach is more participatory and inclusive – combining respect for tradition with a desire for civic unity. They are the most likely group to have volunteered at a national event (64%) or donated to a cause tied to military or health services (89%).
- While they may be less focused on military symbolism than Nostalgic Nationalists, they still see these events as a chance to connect across generations and reaffirm shared values.
Cultural Centrists are more mixed.
- 64% say they enjoy commemorative events – a relatively high figure – but only 40% say they make them feel proud to live in the UK.
- Their pride is more often tied to cultural or social expression than solemnity or sacrifice.
- Just 27% express pride in military events, and 30% in royal occasions.
Sideline Sceptics remain largely disengaged.
- 36% say they enjoy commemorative events – the lowest of any segment – and only 22% say they make them feel proud.
- Just 16% express pride in military occasions.
- Their connection to national memory is weaker overall. A third say no past event has made them feel proud – and commemorative traditions rarely break through that barrier.
Commemorative and military events still carry emotional significance, particularly for those who value continuity, duty and shared sacrifice. But these events can feel distant, both to younger generations and to those for whom national pride comes less naturally.
“I think the symbolism of the actual Poppy is what people are proud about and what that stands for. And so whilst, yes, it’s a sombre occasion, you’ll see people wearing the poppy a lot earlier than that because of what it represents about us as a country.”
“I thought with the 80th Anniversary of Victory in Europe, we could finally say goodbye to this obsession with wartime. I want us to move on into the modern world and stop looking backwards to find our British values.”
Events that are framed as traditions and rituals, meant to represent our history and values, elicit more sombre responses from the public.
In our poll, we asked participants to watch a 30-second video of a national remembrance ceremony – a solemn, symbolic portrayal of Armistice Day. The clip focused on ritual and ceremony: wreath-laying, moments of silence, and visual markers of national heritage like poppies and memorials.
of UK adults said that events like this make them feel proud to live in the UK.
This framing evoked the most pride from Proud Participants and Nostalgic Nationalists:
of Nostalgic Nationalists
of Proud Participants.
of Cultural Centrists.
of Sideline Sceptics.
This pride was often accompanied by feelings of sadness and gratitude, when asked how they felt after watching the clip, respondents consistently used words like “emotional,” “respect,” “remember,” and “sacrifice.”
How did you feel while watching the video?
“Proud and very thankful to live where I do when I do. Admiration of members of the Royal Family who give their lives to the service of the country and thankful for the service personnel who gave their lives.“
“I felt very emotional and proud seeing this. Keeping up with traditions like Armed Forces Memories celebrations is very important for everyone in our community and abroad. It highlights our intentions of preserving these kinds of celebrations for our full generations. It shows as well our respect for anyone who was involved in defending our country, especially those who have died doing it.”
“There are wars that maybe we should never have fought, but they have been fought, and people have actually died for the cause, and I’m proud of them, but it is a different kind of pride than, you know, Jessica Ennis doing really well or Mo Farrah picking up gold.”
Cultural festivals are powerful tools for connecting with those who already feel culturally engaged - especially younger, urban and more diverse audiences.
While only a third of Britons take pride from cultural festivals, they speak powerfully to younger generations.
Cultural festivals – including Glastonbury, the Edinburgh Festival Fringe or the UK City of Culture – appeal to those who see British identity as evolving, diverse and creative. They’re among the most positively viewed event types by segments that are younger, and more engaged events when they can attend in person. But their reach is not universal, and the place-based nature of these events often means they are less accessible to the wider public.
Which of the following types of UK-hosted events, if any, make you feel proud to live in the UK? Select all that apply: Cultural Festivals (e.g. UK City of Culture, Notting Hill Carnival, Edinburgh Festival Fringe)
Cultural Centrists are the core audience for cultural festivals.
- 66% say they enjoy them – the second-highest of any group – and 42% say such events make them feel proud to live in the UK.
- This is a group that values music, creativity and multiculturalism, and cultural festivals reflect all three.
- 44% say music is a key part of their identity, and 51% express pride in music-based events.
- They are also the most likely group to try to attend festivals in person, with 24%
Proud Participants are also generally positive.
- 83% say they like cultural festivals, and 47% say they make them feel proud.
- Their preferences are broader than Cultural Centrists as they enjoy a wider range of events, and draw pride from all events – but the appeal of modern, expressive events still resonates.
- More than half (52%) express pride in music-based events, and 77% feel they bring people together.
Nostalgic Nationalists are far less enthusiastic.
- Just 34% say they enjoy cultural festivals, and only 16% say they make them feel proud.
- These events are often viewed as unfamiliar or disconnected from their understanding of national pride.
- UK art and culture, including music, theatre and literature, ranks low among their sources of pride (25%), and multiculturalism even lower (18%).
- Their low interest may also reflect generational and geographic gaps, with many living outside urban cultural centres.
Sideline Sceptics show little connection to cultural festivals.
- Just 31% enjoy them, and only 15% say they make them feel proud.
- While some may engage with music events (31%), this rarely translates into a sense of national pride (19%).
Cultural festivals are powerful tools for connecting with those who already feel culturally engaged – especially younger, urban and more diverse audiences. However, not all audiences feel as connected to them.
“The comedy scene in the UK is pretty unrivaled. In comparison to a lot of other countries, there are lots of tours that go on the UK and lots of famous names that love to come perform, I’ve been and seen a bunch of comedians that have come to my city and it’s something that’s really nice to see that, you know, people coming here to perform.”
“I find [the Edinburgh Fringe] weird, its not to my taste. I don’t think you can expect everyone to love everything about each other’s culture. It’s just not for me.”
“Concert and things like that, when big stars that have come to the UK to perform, and everyone gets together. And again, you don’t have to worry about how much money’s in your bank or anything. Everyone’s showing an interest in the same thing. Seeing thousands of people there together – its just a proud moment when you’re standing there.”
Events that are framed as communal experiences can still make us feel proud but also happy and connected.
As part of our poll, we asked participants to watch a 30-second video which framed national pride through the collective spirit of cultural participation – showing scenes from the Edinburgh Fringe Festival. It featured street performers, families in open-air crowds, and informal interviews, highlighting grassroots energy, creative expression, and shared experience.
of UK adults said that events like this make them feel proud to live in the UK.
This frame proved more popular with Proud Participants and Cultural Centrists.
of Nostalgic Nationalists
of Proud Participants.
of Cultural Centrists.
of Sideline Sceptics.
The emotional tone this frame evoked was more light-hearted and personal.It helped people feel positively connected – especially those who see modern British identity as diverse and evolving. Responses reflected this lighter, more festive tone, with commonly used words including “happy,” “fun,” “exciting,” “together,” “inclusive,” and “interested.”
How did you feel while watching the video?
“I felt the event was a space where people expressed themselves and pushed boundaries and also connected across differences. I love it when people are being creative and having that creative freedom. So it’s something I am proud of, and I think Britain does it really well.”
“It does make me feel proud to be Scottish. […] it’s in some ways it’s not even events, it’s atmosphere. It’s a brilliant atmosphere to be amongst people. I’ve been to some shows there before that I never thought I’ld like but the atmosphere has been great.”
“[It makes me feel] Proud, Arts and theatre is definitely one of the strongest parts of national identity and heritage.”
The impact on local pride was profound and measurable. Three in four residents reported that the year changed their perception of Hull for the better.
Hull City of Culture 2017:
A Community Transformation
In 2017, Hull stepped onto the world stage as UK City of Culture. Spirit of 2012 played a crucial role in supporting this year-long celebration, which delivered over 2,800 events, cultural activities, exhibitions and installations across twelve months. The scale was unprecedented for Hull, with more than 90% of residents engaging with at least one cultural activity during the year.
The sheer breadth of programming – from the Land of Green Ginger project celebrating local stories to the No Limits education programme involving 56,000 school children – created multiple entry points for residents to connect with their community and discover new creative interests. Over 2,400 volunteers contributed 337,000 hours across 84,000 shifts, with 92% of Hull residents agreeing that volunteers provided a positive representation of their city.
The impact on local pride was profound and measurable. Three in four residents reported that the year changed their perception of Hull for the better, while two-thirds felt their knowledge of the city’s history and heritage had increased. Perhaps most significantly, there was a 9% increase in cultural confidence among residents, with over half discovering new art forms and 95% saying the experience encouraged them to attend similar events in the future.1