A recent survey conducted by the think tank Demos highlights a significant drop in national pride among Britons over the past 15 years. The poll reveals that only 47 per cent of respondents express pride in being British, a sharp decline from 74 per cent in 2011. In contrast, pride in local communities has seen a rise, increasing from 29 per cent to 40 per cent. This dichotomy suggests a growing sentiment of belonging at a local level, while national identity appears to be increasingly tenuous.
Local Pride on the Rise
The findings come at a time when political figures, such as Andy Burnham, Mayor of Greater Manchester, advocate for a “place first” approach, aiming to reconnect citizens with their local identities. Burnham’s strategy seeks to address the discontent among voters who have shifted towards parties like Nigel Farage’s Reform UK, indicating a need for political leaders to adapt to this changing landscape.
Polly Curtis, CEO of Demos, emphasised the importance of community pride in her analysis. “Our research indicates that while national pride may be waning, individuals continue to feel a strong connection to their local areas,” Curtis stated. She argued that the erosion of national pride is less about nostalgia or flag-waving and more about a loss of belonging and trust in national institutions.
Erosion of Trust in Institutions
The survey also uncovered a troubling decrease in pride regarding British history and international standing, with pride in historical achievements dropping from 65 per cent to 39 per cent and pride in Britain’s global position plummeting from 35 per cent to a mere 13 per cent. The findings regarding key institutions are particularly alarming: pride in Parliament and the BBC has dipped to negative figures, with confidence in Parliament falling from 23 per cent to -11 per cent, and the BBC from 48 per cent to -11 per cent. Similarly, pride in the monarchy has decreased from 54 per cent to 25 per cent.
These results point to a broader disillusionment with the institutions that have traditionally been viewed as cornerstones of British identity. Curtis noted, “When people lose their sense of shared ownership over what makes Britain great, trust deteriorates, leading to a fragmented political landscape.”
The “Makerfield Test” and Future Prospects
In response to these challenges, Burnham has pledged to implement his “place first” philosophy, which he envisions as a means to ensure that areas long overlooked by Westminster receive equitable attention and resources. “We will establish a Makerfield test at the heart of British politics to ensure that the places neglected will now receive fairness,” Burnham asserted, referring to his constituency in Wigan.
The findings are part of Demos’s report titled *A Place National for Pride 2026*, based on a YouGov survey of 2,235 adults conducted between 19 and 20 April. The results raise important questions about how national identity is perceived and experienced across the UK.
Why it Matters
The decline in national pride indicates a profound shift in how Britons relate to their country amid growing local identities. As trust in national institutions wanes, political leaders must consider how to rebuild connections between citizens and the institutions that govern them. If not addressed, this fragmentation could further polarise the electorate and undermine the very foundations of British democracy, making it imperative to foster a more inclusive narrative that resonates across all regions of the UK.
