British consumers are now more risk averse, and many are seeking a more solid, stable footing in life to offset the pressure of rising prices, increasing mortgage rates and sky-high energy bills, according to new research from Mindshare.

Using the Schwartz theory of basic values as a guide, Mindshare UK has been tracking the values of the UK population since 2019 – a topic first explored during the widespread divisions created by Brexit.

Why it matters

After several years of challenges, people have been questioning what matters most in their lives. Changes are emerging across the board – everything from...