It’s the only question worth asking right now whether you manage the country, a business or a brand. And it’s the one that’s so hard to see from data alone. What is happening in and to people’s lives? How do they feel? What are their hopes and fears? Are they optimistic for the future of their families and country?

At the start of this year we visited the homes of people from across the four home nations. Travelling from Kinross to Bristol and Belfast to Maidstone, we went into the homes of real people and asked them exactly that question: what the fuck is going on?

We went behind the data and beyond the metropolis to understand how people are feeling and what they are doing. How they are living their lives right now.

No surprises, the picture is pretty dark. But there is some light too as well as clear imperatives to help brands and businesses navigate the real state of the nation. On the 4th May, our Chief Strategy Officer and author of the report Richard Huntington will be unveiling our new research, sharing our conclusions for the first time, and inviting an expert panel of well-known cultural commentators on stage to discuss the findings.