25% net optimism

↑+2pts on last week ↓-4pts on last year

29 May 2026

The heatwave exposed the life Britain wants back

Optimism rose to 25% as the sun came out and the heat pushed people back into the world. We saw friends and family, took day trips, walked, sat in pub gardens. The weather gave people a reason to say yes – a way to rescue a bit of life before it turned again.

Gardening rose too, once the heat revealed how much we've let go this year. Weeds, dead plants and tired outdoor spaces all came into view, and people did enough to make gardens usable again: somewhere to sit, eat, host, or let the children play.

Summer wardrobes moved from private to public, where stretched shorts, faded dresses and scuffed sandals made replacement feel justified.

For brands, the signal is clear. People want a reason to act now – something visible, immediate and easy to justify.

Why it won't last

Optimism still sits 4 percentage points below last year, and the weekend exposed how small life has become – more time indoors and online, less movement, worse sleep, and the low-effort comfort people have quietly settled into.

So handle the rise with care. It shows appetite, not momentum. Once the weather breaks, restraint will look sensible again.

The opportunity sits in small restoration. Don't pretend things are great. Help people make the life they already have feel better. Make the next yes easier, and make replacement, repair, days out and time together feel worth the spend.

Based on Konfidant's weekly survey and qualitative interviews. Base: 2,000 UK adults per week.