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14/10/25
The work of civil society, like ours, is fundamentally about change. Either martialling the forces of change to make the world better, or building coalitions and consensus to preserve the positive change already won. That is why at 89up we created the “Change-ometer”, a yearly deep dive into the British public's mindset to understand the trends that will be propelling or stalling our ability to make progress against global goals. Our 2025 research has revealed a profound pessimism across the public with governments ability to make progress on key issues.
You can download the full 2025 report here and below is a summary of some of the key insights.
To request a briefing please email [email protected]
KEY INSIGHTS | 2025 edition
It is almost clichéd to say we are in a moment of change. In the UK the Government launched its second phase in their plan for change. In the EU there is a root and branch rethink happening around regulation and productivity. More broadly there are fundamental shifts in the way we work, driven by AI. Our research shows this change is a response to something real.
Key finding 1
The public wants the Government to “go further” to improve outcomes.
Our research last year showed people wanted and voted for change (p. 08) and this year's research shows they still want the government to go further across issues (p. 22).
Q) Where do you think the Government could be doing more to improve outcomes?
Key finding 2
Q) Is the following statement true or false, “Britain’s best days are ahead of it?”
Brits are pessimistic about the future and split on whether things can get better
Our research last year showed people wanted and voted for change (p. 08) and this year's research shows they still want the government to go further across issues (p. 22).
Only 27% of the public think our best days are ahead of us (p. 04).
What this means for campaigners: Worryingly for those looking to mobilise the public there is a split on if the problems we face are “too big to solve” (p. 05). Believability, showing the win, or starting with smaller change could help drive action.
Key finding 3
The majority of people think change is going in the wrong direction
Across issues the public do not think change is negative, with only the issue of the NHS reaching a quarter of people (27%) thinking change has been positive (p. 13).
Q) Where do you think the Government could be doing more to improve outcomes?
Key finding 4
The level of power the public perceive the government to have varies significantly across issues
There is a danger zone opening up for the government where there is a perception of higher power and lower performance. There could be an opportunity area on issues where there is a perception of less power.
What this means for campaigners: On some issues an “agency gap” (where the public perceive the government has less power) is opening up. A clearly articulated theory of change will be core to mobilising the public on these issues.
Key finding 5
Reform voters are most pessimistic about Government's power to change things
Reform voters are below the average when asked if the Government has power to make change (p. 16).
Q) Where do you think the Government could be doing more to improve outcomes?
What this means for campaigners: Traditional delivery focused messaging will be less resonant with Reform supporters.
Let's talk
This research into change is designed to help us all build stronger content, communications, and campaigns. If you have any questions and would like a full briefing we would love to speak to you email [email protected]
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