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.
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