The TGIF days of packed pubs may be fading, but the UK has quietly launched the four day week, says the news brand’s latest iteration of ‘Shift Happens’ research. More than 55% of the UK are clocking off early on a Friday, climbing to 58% for gen Z, 62% for millennials and 68% for Londoners
This research forms part of Guardian Advertising’s annual cultural lifestyle trends report, revealing five shifts in how the nation is living.
Britain is now obsessed with time, how they spend it and who it’s spent with; 64% of the UK say they “actively maximise” their time to get the most out of life, rising to 73% for Guardian readers.
What’s more, the biggest timemaxxers are also the happiest. Making every moment count, people now blend chores, admin, leisure and self care into Fridays to make the most of the weekend ahead.
Nearly half of the UK are waking up earlier than they did three years ago. Sixty-three per cent say they rise before 7am, and for 65% the perfect day starts early and includes seeing friends. London leads the way as the early bird capital, where mornings are increasingly filled with mindfulness, walks and gym sessions before work.
While timemaxxers are squeezing the most out of life, the weekend is where they cash in, making a conscious effort to make sure it’s a “proper weekend” — a weekend in high definition.
45% of people socialise most on a Saturday, 69% have more “me-time” on weekends, while more than half of the UK (57%) declaring weekends are all about treats.
Further lifestyle shifts unveiled in the research include joy-slicing and the new homebodies. To find out more, download a copy of the Shift Happens 2025 UK report here.
For the first time, Shift Happens has gone global, teaming up with Guardian Advertising Australia who have published their own report on the Australian nation, with many similarities to the UK. A copy of the Australian report can be found here.
Imogen Fox, global chief advertising officer, Guardian Media Group, says: “Shift Happens is having real world impact, powering some of our most exciting partnerships with brands. Showing that when people shift, smart brands move with them.”
James Fleetham, director of advertising, Guardian Media Group, says: “People’s lives don’t run to the same schedule they used to. Shift Happens 2025 shows that understanding how audiences use their time is key to creating relevant, resonant advertising.”
Shift Happens is powered by a diverse and nationally representative survey of 1,300 adults across the UK with research partner Magenta, alongside intimate focus groups, plus rich first party audience insights drawn from Guardian journalism and Guardian Voices, a proprietary research panel of 6,000 readers.
