Understanding the evolving consumer landscape
Britain has undergone profound levels of transformation in recent years. The way we live, work and connect is evolving – driven by deeper shifts in behaviours, priorities and the fabric of everyday life in modern Britain.
Historically, communities clustered around shared traits – whether affluence, life stage, or lifestyle. In 2025, the picture is far more complex. From bustling urban centres to green, rural villages, almost every street in Britain is a melting pot of demographics, behaviours, and lifestyles.
Download the report now, drawing on fresh insights from the eighth release of our flagship segmentation system, Mosaic.
In this report, we explore:
City-centre migration
Young, affluent families moving out of major UK cities
The growing complexity of city living
Where age, affluence, and attitudes continue to diverge
The transformation of rural Britain
Becoming younger, more connected, and more commercially relevant
Multi-generational living
The rise in households with three or more generations
A sneak peek into:
The new face of modern Britain: Understanding today’s consumer landscape
City-centre migration
Young, affluent families drive migration out of UK cities
21% of High-Flying Metropolitans and Successful City Families have relocated from London in the past five years.
Across the UK, city migration patterns are shifting. Experian analysis reveals that younger households (led by at least one individual under 45 years old) and affluent consumers are increasingly gravitating away from traditional city hubs.
This is the result of multiple trends coming to a head: a challenging economic period, lack of affordable urban housing and a shift in working behaviours and lifestyle priorities post the covid-19 pandemic.
Two Mosaic groups are at the forefront of this shift:
- High-Flying Metropolitans
Career-focused young households - Successful City Families
City-based families with comfortable incomes
Over the past five years, 21% of households in these two groups have relocated from London. Similar patterns are evident across other major cities including Birmingham, Leeds, Liverpool and Manchester.
Want to download the full report?
The new face of modern Britain: Understanding today’s consumer landscape
A clear look at how British households are changing — from city flats to countryside homes, and the rise of multi-generational living and digital lifestyles.
Further reading
Using data to inform expansion planning for Village Hotels
Find out how Village Hotels have taken a significant step towards data-driven strategic planning by partnering with Experian.
How to build a customer profile for effective marketing
Optimise your customer profiling to get a 360° view of your best customers, personalise your marketing, and maximise your conversion.
Who is buying electric vehicles today and who will tomorrow?
With all non electric cars being phased out by 2035, that still leaves a 12-year journey for those yet to adopt EVs as a new car option and much can happen in that time. Read more.
Car buying… the road ahead
Watch this webinar as we, in collaboration with YouGov, explore the latest research data alongside electric vehicle ownership and demographic data.
Three ways to boost campaign performance using customer profiling
Here are three customer profiling use cases that can help you deliver effective marketing campaigns and improve performance across your KPIs.
Implementing a citizen segmentation to support the development of a more sustainable travel system
Experian helped Transport for West Midlands build a citizen segmentation to understand the local population's transport needs. Find out more.
Global expansion is the dream of many organisations – but failure can be costly
In this guide, we give you our top seven tips for getting the best data to support your growth strategy, and help you to avoid common pitfalls.
How can data keep pace with changing consumer behaviour to drive effective marketing?
Since April 2020, we have seen unprecedented change, happening rapidly. Change in our attitudes and behaviours impacting how we live, how we interact, what we buy and where we buy it.
Insight for today’s hyper-connected, post-pandemic world with Mosaic 7
We've updated our Mosaic classification tool to include even more data, which can give you even deeper, more granular insight. Find out more.