Members of our team recently attended the launch of the latest British Social Attitudes (BSA) survey produced by NatCen. The BSA is widely regarded as one of the most reliable barometers of public opinion in the UK. It provides rich insight into how people across the country view politics, society and everyday life.

This year’s findings paint a picture of a public feeling the squeeze, economically uncertain about the country’s direction and increasingly divided by digital habits and access. These shifts echo many of the patterns we see in our own research with the general public through nfpIntelligence.

Below, we’ve summarised three key findings and added reflections from our own work to help charities think about what changing public attitudes could mean for their engagement, fundraising and messaging strategies.

Financial hardship and resilience

• According to the BSA, over one in four people in Britain say they are finding it difficult to live on their current income. Just 35% report living comfortably – the lowest level since this question was first asked in 2010.
• This is consistent with our own nfpIntelligence research, which shows that the cost-of-living crisis has had a major impact on charitable giving. While many are cutting back on non-essentials, we’ve seen giving remain surprisingly resilient.
• Donors in the AB social grade in particular continue to support charities at high rates, though overall donation levels have not yet returned to those seen before the Covid-19 pandemic.
• Charities may need to work harder to articulate the value of their work, particularly when engaging middle- and lower-income supporters. Messaging that demonstrates tangible impact combined with flexible giving options may help retain donor loyalty during periods of financial strain.

Public appetite for government spending – and signs of frustration

• The BSA reveals sustained support for increased government spending on public services. Nearly 70% of the public say the government is spending too little on the NHS, and dissatisfaction with NHS services has reached record highs.
• There is also a notable shift in views on defence. A record proportion now say defence should be a priority for additional funding, and 40% support an increase in spending – particularly among Reform UK voters.
• Our June 2025 nfpIntelligence polling echoes this public mood. A clear majority (57%) think the UK is heading in the wrong direction, while only 23% feel optimistic.
• Concern about war and instability surged to second place among the public’s top worries (41%), just behind concerns about NHS services (52%).
• For charities working in health security, international aid or veterans’ support, there may be opportunities to frame their work in ways that resonate with these shifting priorities. However, the data also indicates growing political cynicism, which charities should be mindful of when communicating around policy or campaigning.

Social media divides and trust challenges

• The BSA shows significant generational divides in news consumption. Nearly six in ten under-35s say social media is their main source of political news, compared to just 8% of those over 55.
• The data also challenges the idea that users exist entirely within echo chambers. Over half of social media users say they try to verify what they see, and 43% say they encounter views they disagree with.
• That said, trust remains a significant issue. In our own polling, 72% of the public say they distrust social media companies and two-thirds (66%) say they regularly encounter misinformation. More than half (54%) worry about their ability to identify reliable information online.
• Despite this, 41% of the public still use social media as a news source – highlighting the need for charities to maintain a visible and credible presence on these platforms. Campaigns that focus on transparency, source credibility and authenticity are likely to have greater cut-through.

A changing public landscape

The BSA findings align with what we’ve been tracking in our own research: a public facing increasing financial pressure, frustrated with the state of public services and navigating a fast-moving and often confusing information environment.

These are not easy times to engage the public, but they are also moments of opportunity. Charities that listen closely to shifts in public sentiment – and adapt their messaging, fundraising and digital strategies accordingly – will be best placed to maintain trust and connection.

If you’d like to understand more about what the latest public opinion trends mean for your organisation or want to explore our bespoke research with the general public, we’d be happy to help. Get in touch with us to learn more about our insight tools designed specifically for charities and nonprofits.

Image by Gerd Altmann from Pixabay