Signs of Success
In this Ipsos report we dig deeper into the signs of success. Our objective is to answer the deceptively simple question of “what does it mean to be successful in the UK today?”
What is success?
Our latest report, 'Signs of Success', explores the complex question of what success truly means in the UK. Through comprehensive analysis using various perspectives and data, such as social intelligence, semiotics, brand strategy, and behavioural insights, we explore the different markers of success in British society.
In the past, our research primarily focused on tangible possessions as markers of success. However, our current findings reveal a significant shift towards valuing experiences over material possessions. We also highlight the importance of home ownership and financial security as key indicators of success. Surprisingly, only 10% of respondents expressed a desire to flaunt their wealth, with a significant 69% disagreeing with such behaviour.
'Signs of Success' examines success through various perspectives, including what drives success, how success makes people feel, and the signs of success itself.
We highlight a comfortable and content country, where notions of success differ across generations and regions. Surprisingly, one in two individuals (51%) are satisfied with their current situation, while less than one in three (30%) strive for more. Financial stability and home ownership emerge as significant factors contributing to a sense of control and increased perceptions of success. Success is also closely tied to feelings of independence, with eight out of ten individuals who consider themselves very successful believing they have control over their lives. In contrast, only 17% of those who rate their success as low feel the same sense of control.
While belief in meritocracy remains strong, almost a quarter of the population admits to feeling jealous of others' achievements. This feeling of jealousy is particularly prevalent among Generation Z, with 43% agreeing that they often feel jealous of more successful individuals. However, jealousy diminishes with age, as only 7% of Baby Boomers agree with this statement.
Read 'Signs of Success' online
Access the full Signs of Success report above and gain deeper insights into the evolving meaning of success in the UK.
