I’ll never forget the buzz of the London 2012 Olympic Opening Ceremony. It was one of those rare moments when it felt like the whole country came together with a sense of unity and belonging. In just a few hours, we told the world who we are with humour and heart, and a sense of occasion that was uniquely British. It wasn’t just a spectacle, it was a celebration of everything that connects us.

That night was part of the inspiration behind Spirit of 2012. We wanted to capture that feeling – the pride, the unity, the joy – and find ways to keep it alive through events of all kinds. Fast forward to 2025, and our new report, Moments That Make Us Proud, surveyed 4,000 people and it shows just how much events still matter to us as a nation.

“Nearly 80% of people in the UK are proud to live there and 64% say events make them prouder”

The findings are absolutely fascinating. Did you know that nearly 80% of people in the UK say they’re proud to live here? And 64% say that events hosted in the UK make them feel even prouder. It’s not about politics or geography. It’s about shared values and cultural identity. Whether it’s Glastonbury last week, the Women’s Euros or a Royal Wedding, these moments remind us of what we have in common.

 

 

National pride with a twist…

One of the things that really stood out to me in the report is how different groups experience national pride. For example, people from ethnic minority backgrounds report higher levels of national pride than their white counterparts (84% compared to 76%). That’s a powerful reminder of how diverse and dynamic modern Britain is.

“Two-thirds of 18-24-year-olds think public money should be spent on things like cultural festivals”

And perhaps here’s another surprise: younger people are some of the biggest supporters of public investment in major events. Two-thirds of 18-24-year-olds think public money should be spent on things like cultural festivals. We often hear about young people being disengaged, but this shows they’re also excited about the future and the role events can play in shaping it.

But we still have our own tribes…

The report also identifies four groups of people based on how they experience national pride:

  • Nostalgic Nationalists (29%): They love traditional and royal events that are steeped in history.
  • Proud Participants (27%): For them, events are all about connecting, celebrating, and coming together.
  • Cultural Centrists (27%): They’re drawn to modern, inclusive events that reflect a diverse and evolving Britain.
  • Sideline Sceptics (17%): They feel a bit disconnected from most events but can sometimes be reached through things like sport.

This really got me thinking. If we want events to bring people together, we need to make sure they resonate with all these groups. Especially the Sideline Sceptics, who are often left out.

This is a real opportunity….

Glasgow 2026 and Invictus 2027 are on the horizon, and the Women’s  and Wimbledon are happening as we speak. We have a huge opportunity to create moments that do more than entertain. This report is cold hard proof that events can strengthen social bonds, and boost pride, highlighting the best of what modern Britain stands for.

But to do that, we also need to ask some important and potentially uncomfortable questions. Who benefits from these events? Who feels left out? And how can we make sure everyone, no matter their background, feels part of the story?

At Spirit of 2012, we know that events are more than just celebrations. They’re a chance to connect and to belong, and to feel proud of where we live. This report is a reminder of the power events have to bring us together and should be a call to action to make them as inclusive and impactful as they can be.

So, let’s get to work. Let’s create events that reflect the diversity, creativity, and resilience of modern Britain. Let’s make moments that we can all be proud of.

You can download the full report, Moments That Make Us Proud, on the Spirit of 2012 website. I hope it inspires you as much as it’s inspired me.