A significant shift in public expectations of British business is underway, according to a major new study. The research indicates that a majority of the UK population now wants companies to deprioritise diversity, equity, and inclusion (DEI) hiring targets in favour of a stronger focus on local economic needs, including manufacturing, food production, and energy independence.
Public Backs Local Focus and Supply Chain Resilience
The comprehensive global report from SEC Newgate UK, based on a survey of over 20,000 people across 20 countries, paints a clear picture of British priorities. It found that companies are perceived to be doing too little to support local production and are overly reliant on fragile overseas supply chains and foreign ownership.
The data is striking. 74 per cent of UK respondents stated they would view a business more positively if it manufactured products locally. Similarly, 71 per cent favoured firms that pay tax locally and source raw materials from within the UK. A further 67 per cent said having a UK-based head office would improve their perception of a company.
This localist sentiment exists alongside a broader pessimism, with the study showing that more than two-thirds of the British public believe the country is heading in the wrong direction.
Shifting Sentiment on DEI and Corporate Values
The report highlights a notable decline in support for specific DEI hiring practices. The UK public now ranks among the lowest globally in backing for such initiatives, with a preference for a straightforward 'best candidate wins' approach. However, support remains robust for tackling the gender pay gap and improving accessibility.
Despite this shift on hiring, the expectation for corporate leadership on values is undiminished. A substantial 82 per cent believe businesses should speak out on environmental issues, even at the risk of government disapproval. Furthermore, 79 per cent want companies to communicate their values openly, and 76 per cent support firms taking a stand on social issues amidst political disagreement.
Climate Action Demand Faces Cost Concerns
The public's call for responsible business extends strongly to climate action. The survey found that 69 per cent of Brits think companies should prioritise carbon reduction over profits, with half stating climate action should come before reducing prices for consumers.
Acting decisively on climate change and transitioning to clean energy were deemed highly important by 66 per cent and 68 per cent of people respectively. Yet, the report notes a clear division in the UK when such actions lead to higher consumer prices or impact wage growth, revealing a pragmatic tension in these expectations.
The Credibility Gap: Public Seeks Proof, Not Promises
A central finding of the report is a significant credibility gap. While 78 per cent of the public want businesses to act in the best interests of all stakeholders, 43 per cent believe companies are not being sufficiently open and transparent, with another 18 per cent unsure.
Perceptions of responsibility vary widely by sector. Only 48 per cent of respondents felt large businesses operate responsibly overall. Notably, the media and social platforms were ranked among the lowest-performing industries for perceived responsibility, alongside mining and chemicals.
Fiorenzo Tagliabue, Group CEO of SEC Newgate, commented on the findings: "Corporate reputation has shifted markedly... people judge companies by the real impact they deliver – particularly in the communities closest to their operations. This shift is redefining how organisations earn credibility and permission to operate."
Emma Kane, CEO of SEC Newgate UK, added: "Our Impact Monitor makes it clear the UK public is far from unanimous... Big picture, global commitments are often viewed with suspicion as potential agents for greenwash; the public seek proof, local action and consistency."
The UK element of the study drew on responses from more than 1,000 participants. The global fieldwork was conducted between 22 August and 14 September 2025.
