As the UK navigates growing uncertainty, economic pressure and rapid technological change, Newsworks’ latest ‘State of the nation’ study shows a nation that feels chaotic (41%) and unsafe (27%), yet still hopeful (24%).
Looking ahead, personal stress is driven mainly by finances (36%), work pressures (31%) and physical health (28%), while seven in ten people say they feel nostalgic for a simpler time in life.
Only 42% of adults feel included in society, but this rises to over half of millennials, who are also more likely to take action, from donating and voting to supporting campaigns.
Attitudes to AI are cautiously optimistic. While 35% see its short-term impact as positive (particularly younger adults) many worry about reduced critical thinking (37%), the spread of misinformation and false content (32%) and a compromise in personal safety (29%). Against this backdrop, trust in professional journalism is clear.
More than eight in ten adults believe it is important that news is created by trained journalists, not influencers or user-generated content. The majority of people agree that human editorial judgement is becoming even more important (84%), journalists play a vital role in tackling misinformation (88%), and professional journalists are more trusted than social media voices (55%).
Despite this, only 7% are confident they can always tell the difference between trained journalists and independent commentators, underlining the growing importance of transparency and professional reporting.
Crucially, nine in ten adults say journalism is important to society today – up by 20% on last year’s poll. People value reliable, fact-checked reporting for keeping them informed (70%), helping them navigate complex issues (90%), and holding power to account (80%). Beyond information, journalism also creates connection, supports informed decision-making and reflects shared values. The survey also found that more than three in four people agree that advertisers should support quality journalism and newsrooms.
New Digital Age spoke with Heather Dansie, insight director at Newsworks, to find out more…
Heather, what were the standout findings from this year’s study?
One of the most striking things was actually very simple: ‘chaotic’ came up yet again as the top word. We’ve been trending these words over a few years now, and the fact it’s still there really says something.
What surprised me slightly was that ‘hopeful’ wasn’t stronger. I thought 2026 might be the year where things started to look up, but when you look at how January has already begun, the public is probably spot on. It really does feel like another year of chaotic craziness, whether that’s the economy, global affairs, trade, or the ripple effects all of that has on day-to-day life. Sometimes asking people to summarise how they feel in just one word is more powerful than any complicated question.
From a news perspective, what did you find most encouraging?
What came through was actually quite heartwarming. There’s a really strong understanding of what journalism offers. Clarity is hugely important. People want simple information that makes them feel empowered and able to understand what’s going on.
But what really stood out was this idea of news acting as an anchor. It’s not just about being informed; it’s about feeling calm amidst all the noise and chaos. That sense of reassurance feels like a really important role for news brands right now: helping people feel able to carry on.
The study also explored attitudes towards AI. What did you learn there?
We asked about the positives and negatives of AI in both the short and long term, because those perceptions are quite different. The responses are fascinating.
In the short term, people are more positive. It’s easy to see how AI fits into everyday life now, whether that’s finding a recipe, planning a route, or creating an itinerary. Using an answer engine rather than a search engine can genuinely feel helpful.
But there’s still a lot of caution. It wasn’t overwhelmingly positive or negative, and attitudes vary hugely by demographic. In the long term, there’s a real sense that we’re on the precipice of something new, and nobody quite knows what it’s going to look like in 10 years’ time. There’s a lot more to unpack there.
What does the research suggest about the future role of journalism?
Our research reveals that journalism continues to play a vital role in helping people stay informed, grounded and connected. One of the most important findings for us is that nine in ten people say journalism is really important and that’s a significant increase year on year. Across all demographics, people are asking: where do we find trustworthy information? From major political stories through to everyday content, journalism plays a vital role.
In a world that feels increasingly turbulent, journalism is one of the few visible forces that can hold power to account and make people feel like someone is on their side. The value of journalism is incredibly clear right now, but so is its vulnerability.
Support for news brands came through strongly as well. Why does that matter?
Seven in ten people believe the news industry needs to be supported, and that support can take many forms, from buying the paper, to subscriptions and membership. Advertising also plays a role. The work journalists do is invaluable, and people understand that more than ever. That sense that journalism matters, but also needs protecting, really came through in the study.
What key piece of advice would you offer brand marketers for 2026?
The biggest thing I’d say is: share your challenges with news brands. Brands are facing a lot right now, and news brands have daily broadcast reach and an incredibly deep understanding of their audiences, whether that’s through first-party data or journalists who know their readers inside out.
There’s also huge flexibility across platforms, from print to social to audio, and with news brands expanding into podcasts and radio, the storytelling opportunity is even greater.
You’re not just repeating the same message: you’re telling stories, and that’s what journalists do best. In a really challenging environment for brands, journalism is where people are increasingly turning, and that makes partnerships with trusted news brands more powerful than ever.
