A new report produced by Public First and Spirit of 2012, explores how national events shape our sense of pride and identity. Drawing on polling, focus groups and a new segmentation of public attitudes, it asks what kinds of moments bring the country together — and what this means for policymakers trying to foster national unity.

Key findings:

• National pride remains strong across the UK: 77% say they are proud to live here.

• Big events can supercharge that feeling — 64% say they make them feel prouder of the country.

• Pride is highest when events reflect UK values, create a shared national experience, and attract positive attention abroad.

• Despite economic pressures, 62% believe the benefits of hosting major events outweigh the costs.

Four audience segments emerged from our research:

• Nostalgic Nationalists — inspired by tradition, heritage and ceremony.

• Proud Participants — eager joiners-in who take pride in nearly every national moment.

• Cultural Centrists — drawn to modern, inclusive and creative events.

• Sideline Sceptics — more disconnected, but still responsive to big sporting successes.

What this means:
There’s no single formula for national pride — but the UK’s diverse calendar of cultural, sporting and commemorative moments helps ensure that everyone can find something to connect with. To strengthen national identity, policymakers should invest in events that are accessible nationwide, reflect our best values, and speak to different parts of the public in different ways.

You can find the polling tables here.

For additional polling questions, please find tables here.