Read the full report: spiritof2012.publicfirst.co.uk

Spirit of 2012 and Public First have released a new report which examines the effect which major sporting and cultural events have on national pride amongst UK adults. 

It is the result of large-scale public polling conducted with Public First, wherein they asked people from all walks of life what they viewed as national pride and the kind of events they felt could inspire it. 

It finds that 77% of UK adults are proud to live in the UK and that 64% say events hosted in the UK make them feel proud, illustrating the powerful emotional impact of national moments. A further 28% said the UK-hosted major events were one the UK’s top three greatest achievements. In particular, events that showcase the UK’s values, trigger international recognition, and make people feel part of something bigger made people feel proud to live in the UK.  

For most people, this pride comes from shared values and cultural identity, rather than geography or politics. 82% of UK adults enjoy events more when they bring people across the country together and 70% of UK adults say that UK hosted events remind them of what we can achieve together as a country. 

“This report is a rallying cry,” said Ruth Hollis OBE, Chief Executive of Spirit of 2012. “We have an incredible opportunity to create events that do more than entertain. By designing them as shared, inclusive experiences, we can strengthen social bonds, build pride, and highlight the best of what modern Britain stands for.” 

The report also highlights the major contribution events can make to our soft power. 74% of UK adults said that events that attract positive international attention for the UK make them prouder, and 69% of UK adults say that hosting events improves the global reputation of the UK.  

“Events are more than just celebrations;” Hollis added, “they are opportunities to bring people together, spark pride, and create a shared sense of belonging. This research reminds us of the importance of designing events that reach and resonate with everyone, including those who feel disconnected from public life. Only then can we truly harness the unifying power of events.”

Insights from the report 

The study identifies four distinct groups in the UK based on how they experience national pride:   

  • Nostalgic Nationalists: 29% are people who find pride in traditional and royal events steeped in history. 
  • Proud Participants: 27% of those polled see events as occasions to connect, celebrate and get together with fellow Brits.  
  • Cultural Centrists: 27% favour modern and inclusive events that reflect a more diverse and evolving Britain. 
  • Sideline Sceptics: which make up 17% of the population, feel disengaged from most events, but they can be reached through sporting occasions. 

Challenging conventional wisdom:

Interestingly, younger people were more supportive of the UK holding these kinds of major events. 67% of 18–24-year-olds support public money being spent to help the UK fund a major music or cultural festival. 

People from ethnic minority backgrounds demonstrated higher levels of national pride than their white counterparts, with 84% expressing pride in living in the UK compared to 76% of white people. 

The report offers practical insights for anyone aiming to leverage the power of events and calls for new approaches to ensure these moments are inclusive and foster pride across all communities.

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