In his first INMA column for 2026, communications manager Lewis Boulton explores how advertisers can harness news brands in what promises to be a chaotic year
Bin the crystal ball and chuck out the tarot cards; the writing was surely already on the wall for 2026 mere days into January.
With United Kingdom politics in a seemingly never-ending tailspin, international conflict simmering dangerously close to boiling point, and Washington’s foreign policy taking a decidedly interventionist turn, Brits’ expectations of a “chaotic” (41%) and “unsafe” (27%) year ahead already seem a fait accompli.
Those insights were collected by Newsworks in its annual “state of the nation” consumer survey, in which 4,000 UK adults were polled. The study also found Brits’ biggest personal stresses included finances, pressures at work, and physical health, while seven in 10 had become nostalgic for simpler times.
On a wider social level, only 42% of respondents felt included in society, indicating the increasing division experienced by Brits across society.
With insight like this, who needs horror films, right? Well, not quite. 2026 might seem chaotic and unsafe, but a significant number of Brits are still stubbornly hopeful (24%).
What’s more, more than 50% of millennials — the generation often cast as society’s moral conscience — feel included in society and are more likely to take actions such as voting or protesting to make their communities a better place.
To say news brands are operating in quite a volatile market would be a glaring understatement. However, we also need to highlight the unique role journalism plays in British public life, making sense of that very same volatility playing out in society.
While 2026 promises to be a bumpy ride, the year has the potential to be an exciting and opportune year for news brands and advertisers that invest in them.
Read Lewis’s INMA column for five key takeaways Newsworks “state of the nation” report has uncovered for brands this year.
