VCCP: UK consumers embrace self-reliance

A new study from VCCP suggests that years of economic uncertainty and declining trust in institutions have created a more self-reliant UK consumer, with people increasingly taking responsibility for decisions around health, finances, careers and wellbeing.

The latest edition of the agency’s Challenger Series, titled State of Independence, examines how attitudes and behaviours have evolved since VCCP’s original research in 2020. The findings indicate that consumers are adapting to ongoing challenges by becoming more resourceful and proactive rather than disengaged.

Consumers seek greater control

Based on a survey of 1,504 UK adults conducted in May 2026, the research found that people are increasingly managing areas of their lives independently, supported by digital tools, online communities and self-directed learning.

Jenny Nichols, Deputy CSO at VCCP: "We’ve moved from consumers in survival mode into a much more optimistic society. People are in a state of active agency."

The study suggests that consumers are focused on regaining control over their circumstances as they navigate continued economic and social uncertainty.

Four consumer groups emerge

Rather than dividing consumers into optimistic and pessimistic camps, the research identifies two key behavioural drivers: optimism about the future and willingness to take action.

This framework led VCCP to define four audience segments:

Architects (17 per cent): optimistic and proactive consumers who feel most in control of their future.
Hustlers (28 per cent): pessimistic but proactive consumers, often aged between 25 and 54, who actively seek ways to improve their circumstances.
Coasters (26 per cent): optimistic but passive consumers, typically aged 55 and over.
Retreaters (28 per cent): pessimistic and passive consumers who often feel overwhelmed by financial and everyday pressures.

AI supports decision-making

The research also points to the growing role of artificial intelligence in helping consumers make decisions independently.

Jack Bellamy, Head of Strategy at VCCP Media: "Hustlers and Architects are using AI to bypass the middle man in decisions in order to feel more independent and in control."

The findings suggest that consumers increasingly rely on digital tools to access information, compare options and solve problems without traditional intermediaries.

Trust shifts away from institutions

The report found that trust in institutions continues to decline across the UK. According to the research, the NHS remains the only institution trusted by a majority of consumers across all audience groups.

At the same time, people are increasingly turning to peers, creators, online communities and digital platforms for information and advice. More than half of respondents said they prefer information from peers, AI tools and platforms such as YouTube over traditional authorities.

Mainstream media recorded the lowest trust levels across all consumer segments.

Brands encouraged to build trust

Stefan Siedentopf, Deputy CSO at VCCP: "There are surprising twists in this storyline - while some headlines may align with expectations, the data shows significant attitudinal changes in what people want and the organisations they trust."

The study argues that declining confidence in institutions presents an opportunity for brands to strengthen trust and build stronger relationships with consumers.

The report outlines five recommendations for brands seeking to respond to changing consumer expectations, centred on helping people become more independent and self-sufficient.

Ellie Gauci, Head of Strategy CRM, Loyalty & Data: "A lot has changed since we started looking at this kind of consumer research, and this new wave of insight is showing us that consumers are creating their own solutions, learning new skills and embracing new tools to navigate an increasingly uncertain world. The opportunity now exists for brands to explore these five signature moves - and empower consumers to be independent."

The State of Independence study was conducted by Watermelon Research and Meet the 85% and forms the latest instalment of VCCP’s Challenger Series research programme.

www.vccp.com

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