Bin the crystal ball and chuck out the tarot cards; the writing is surely already on the wall for 2026 mere days into January.

With United Kingdom politics in a seemingly never-ending tailspin, international conflict simmering dangerously close to boiling point, and Washington’s foreign policy taking a decidedly interventionist turn, Brits’ expectations of a “chaotic” (41%) and “unsafe” (27%) year ahead already seem a fait accompli.

Those insights were collected by Newsworks in its annual “state of the nation” consumer survey, in which 4,000 UK adults were polled. The study also found Brits’ biggest personal stresses included finances, pressures at work, and physical health, while seven in 10 had become nostalgic for simpler times.

On a wider social level, only 42% of respondents felt included in society, indicating the increasing division experienced by Brits across society.

With insight like this, who needs horror films, right? Well, not quite. 2026 might seem chaotic and unsafe, but a significant number of Brits are still stubbornly hopeful (24%).

What’s more, more than 50% of Millennials — the generation often cast as society’s moral conscience — feel included in society and are more likely to take actions such as voting or protesting to make their communities a better place.

To say news brands are operating in quite a volatile market would be a glaring understatement. However, we also need to highlight the unique role journalism plays in British public life, making sense of that very same volatility playing out in society.

While 2026 promises to be a bumpy ride, the year has the potential to be an exciting and opportune year for news brands and advertisers that invest in them.

Here are five key takeaways Newsworks “state of the nation” report has uncovered for brands this year.

1. Journalism acts as an anchor in a chaotic world

Global turbulence, economic and professional instability, notification overwhelm: It’s no wonder “chaotic” was word that best reflected the nation’s feelings about 2026.

Stress also governs everyday life in the United Kingdom, with older consumers worried about physical health and younger Brits concerned about mental health, the climate crisis, and a chronic lack of time. The middle-aged are the most stressed of all, with their concerns dominated by work and money.

However, media reducing this noise can help consumers feel grounded and lighten mental load. Three-quarters of people believe journalism can help make sense of the volume of information online, while 77% agree reading news brand content helps ease the mental burden. Top ways of doing this include consuming engaging features, doing puzzles, or connecting with the wider world.

Advertisers can use news brands to provide more moments to slow down, tapping into audiences’ passions and championing longer forms of media.

2. News brands inspire action

Society is becoming more fragmented from all angles, making consumers more likely to define themselves through beliefs, values, and lifestyles. Indeed, 76% acted in the last year to reflect or reinforce their beliefs through public actions such as voting or donating money.

News brand journalism can help consumers who are searching for inspiration to act according to their values. Sixty-six percent agree news brands support their personal values by helping them make informed decisions, representing diverse voices and perspectives, and supporting the media ethics they believe in.

Advertisers can harness that trusted content to engage with those passionate audiences, especially through features and content partnerships encouraging curiosity over conflict.

3. News brands can provide authentic journalistic voices in an AI world

Whether you’re an early adopter or a cautious sceptic, AI is undoubtedly the defining technology of our time. A growing awareness has seen a considered and balanced view among consumers, accepting AI’s benefits while increasingly appreciating the human perspective.

Key concerns include a fear of reducing human intelligence and a rise in misinformation, while significant groups accept the technology’s ability to speed up problem solving and grow efficiency.

Consumers want journalism that puts human intelligence front and centre: 86% say it’s important to them that the news they consumer is professionally created by journalists instead of social media influencers. Additionally, 84% agree human editorial judgement is more important as AI becomes more common in news production.

In practice, consumers appreciate doing this by listening to journalists debate issues and following journalists who use a personal or authentic style.

How can advertisers strike the right balance? They can make sure technology streamlines, while humans call the shots. They can also elevate human expertise while keeping AI in the background of consumers’ experiences.

4. Journalists act as truth defenders

Reality has never been so easy to distort by malicious actors. “Fake news,” manipulated algorithms, echo chambers, and knowledge silos have stoked cynicism and pulled away at our shared social fabric.

That’s made reporting on the ground and providing verifiable, fact-checked news more essential than ever, especially in an era that’s becoming more dangerous for journalists worldwide.

Brits recognise this: 90% say journalism is important in today’s digital era to expose corruption and provide the facts. Eighty percent say journalism strengthens democracy by holding leaders accountable. More than half of Brits say journalism is valued for its balance, transparency, and professional standards.

Aligning with this content is a significant opportunity for advertisers — not just to back verified reporting but to take advantage of the trust halo effect that brand-safe news brand journalism provides.

5. Consumers recognise advertising’s role in supporting journalism

While publishers continue to innovate their business models, advertising investment remains a core source of funding.

Encouragingly, consumers are increasingly aware of advertising’s important role in journalism’s future sustainability. Seventy-six percent of people agree advertisers should support independent journalism and newsrooms, and nine in 10 say journalism is important to society today (up 20% from 2024). Yet, almost half say social media has made accessing trustworthy information harder.

All this makes news brand advertising a key opportunity for boosting brand reputation and trust around content readers rely on. When understanding, action, trust, and authenticity are going to play major roles in guiding readers through a rollercoaster year, journalism matters now more than ever.

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