CHAPTER THREE:
THE DIFFERENT EXPRESSIONS OF PRIDE
National pride is not a single, uniform sentiment. It reflects a spectrum of attitudes shaped by people’s diverse experiences and beliefs about what their country represents ‒ who will then act on their pride in different ways.
To deepen our understanding of public expressions of national pride, we therefore conducted a segmentation analysis of adults in the UK. This approach allowed us to move beyond standard demographic categories and instead group individuals according to their underlying attitudes and experiences. Using data from our nationally representative poll, we grouped respondents based on the similarity of their answers to a range of key questions. This process enabled us to build a typology of public identity – highlighting the varied ways in which people relate to Britishness and engage with public life.
Nostalgic Nationalists
Proud of the past, drawn to tradition and ceremony.
The Nostalgic Nationalists are deeply rooted in patriotic sentiment and a strong sense of continuity with Britain’s past. For this group, national pride is built on remembrance, solemnity, and traditional values. Their engagement with public life revolves around institutions, commemorations, and symbols of heritage – not around modern or multicultural celebrations.
29% of the UK population
Age: Oldest segment (average age of 59)
Demographically, Nostalgic Nationalists skew older, are more likely to live in rural areas, and are more likely to support right-wing political parties.
For this group, the most resonant national moments are those tied to sacrifice, service, and state. Events such as the Queen’s funeral, the D-Day and VE Day commemorations, and royal weddings top their list of events they remember.
This is reflected in their behaviours: while they are less likely to physically attend events (only 11% have attended an event in person), they are more likely than others to take part in moments of silence 80%, wear national symbols 73%, or sing the national anthem 68%.
They are drawn to national symbols that reflect our history and traditions, and are more likely to engage with events through these symbols rather than by attending or participating in in-person events themselves.
Proud Participants
Joyful, optimistic, and eager to join in.
The Proud Participants are the most engaged and enthusiastic group when it comes to national events. Their pride in Britain is rooted not in the past, but in the present – expressed through participation, shared experiences, and a belief in progress. For them, national pride means showing up, joining in, and celebrating what brings people together.
27% of the UK population
Age: Youngest segment (average age of 39)
They are typically younger than the national average, more likely to live in cities, more ethnically diverse, and more likely to vote Labour than other groups.
Proud Participants hold the highest levels of national pride across nearly every metric. Over half (53%) identify “very strongly” as British But this is not a pride rooted in heritage or nostalgia – instead, it’s active, inclusive, and future-oriented – driven by a belief in the UK’s potential to unite diverse people through shared moments of joy and meaning.
This group takes part in almost every kind of event – from watching on TV to singing the national anthem or attending in person. Over 80% say they’ve sung the anthem, worn national colours, or defended the UK in conversation. Nearly half have worn face paint for an event, and three-quarters have joined a street party. For them, participation is a form of pride – inclusive, upbeat, and unifying.
This is a segment that embraces national moments with enthusiasm, especially when they feel joyful, inclusive, and open to everyone.
Cultural Centrists
Connected through culture, not ceremony.
Cultural Centrists are moderately patriotic but highly engaged in modern, creative expressions of national life. Their sense of pride comes less from tradition and more from culture – especially music, sport, and inclusive celebrations that feel contemporary and accessible. They are typically younger than the national average, highly educated, and more likely to live in diverse, urban areas.
27% of the UK population
Age: Younger than national average (average age of 41)
Cultural Centrists express a more measured form of national pride. Only 24% feel very strongly British, and their pride is closely tied to culture rather than institutions. They are most proud of sport (53%), music (51%), and cultural festivals (42%), reflecting a connection to modern, everyday expressions of Britishness. Traditional events like royal (30%) and military (27%) occasions hold less personal meaning.
Their preferences show up clearly in their event engagement: this group is the most likely to stream events online (22%), follow them via social media (19%), or actively seek out tickets (24% – the highest of any segment). They’re also highly likely to wear national symbols or donate to national causes, but are less inclined toward formal ceremonies.
In short, this is a segment that does take part, but prefers forms of engagement that feel dynamic, creative, and personal rather than formal or institutionally led.
Sideline Sceptics
Disengaged, disillusioned, and hard to reach.
Sideline Sceptics feel the least pride in the UK and are the most disconnected from national identity and public life. They don’t see national events as something for them – often viewing them as superficial or irrelevant to their everyday concerns.
They span all ages but a higher proportion of this group live in the devolved nations. They are the most politically disengaged group – with the highest share of people who wouldn’t vote at all, and higher than average levels of support for less traditional parties like the Greens and Reform UK.
17% of the UK population
Age: Spread across groups, similar to national average (46)
Sideline Sceptics are the least likely to feel a sense of belonging to the UK, the least likely to describe themselves as British, and the most likely to say they are not proud to live in the country (64%). This is not apathy: it is disconnection. They feel excluded from what the country stands for today and increasingly see national events as symbolic of a system that doesn’t include them.
Even the cultural pillars that other groups draw pride from – science, history, music, or major events – fail to resonate strongly here. One in ten say none of these make them proud. Nearly half aren’t even proud of their own local area.
Unsurprisingly, this is the group least likely to have ever engaged with a national event. Just 8% have attended one in person, and over a third (36%) say they’ve never taken part in any way – compared to just 13% nationally.
While some may tune in on TV or show mild interest if the topic appeals, their participation is typically conditional and reactive, not proactive.