What drives true brand connection?
According to RED C’s latest UK Brand Reaction Index, the UK’s most emotionally connected brands are those that have earned a trusted place in people’s everyday lives through consistency, reliability, relevance and small moments of joy.
This year’s findings reveal an important shift in consumer sentiment. In a world of economic uncertainty, digital fatigue and endless choice, people are increasingly rewarding brands that feel familiar, dependable and genuinely useful. At the same time, brands that successfully participate in culture, create communities and show up in meaningful moments continue to strengthen emotional connections with consumers.
The UK’s most emotionally connected brands
Retail and grocery brands continue to dominate the rankings, demonstrating the power of being central to consumers’ daily routines. The Top 10 brands in the 2026 BRI are:
These brands may come from very different sectors, but they consistently deliver trust, familiarity, and small, everyday pleasures. Many also draw on nostalgia and strong childhood associations, creating powerful emotional shortcuts that strengthen brand preference.
M&S Food takes the lead
M&S Food is connecting with consumers across every generation, balancing trusted British heritage with a steady stream of product innovation. From viral food launches to employee-led social media content, M&S consistently finds ways to stay culturally relevant without losing sight of what people already love about the brand. Its growing physical presence and reputation for quality further reinforce its position as an everyday favourite.
The brands building momentum
Whilst established leaders remain strong, several brands have generated significant momentum over the last year. The biggest improvers include:
Each of these brands demonstrates how emotional connection can be strengthened through a combination of trust and consistency. Particularly notable is Nationwide, which continues to build loyalty by rewarding existing customers and maintaining a strong human presence in an increasingly digital financial services landscape.
One brand doesn’t fit all
The research also highlights significant differences between generations.
Gen Z favour brands that help them connect with culture, creativity and identity. LEGO®, YouTube and Netflix all perform strongly among younger consumers.
Millennials show a strong preference for nostalgic brands that reconnect them with simpler times, helping explain the strong performance of brands like IKEA, Walkers, LEGO® and Hula Hoops.
Gen X tend to prioritise trust, quality and value, while Baby Boomers place a premium on reliability, service and consistency, helping brands such as Nationwide, M&S and Lidl perform particularly well.
The lesson for marketers is clear: emotional connection is not universal. Understanding the specific drivers of connection within different audiences is critical to building long-term brand success.
What can brands learn?
This year’s Brand Reaction Index reinforces a simple but often overlooked truth: emotional connection is built through what brands consistently do, not simply what they say.
The strongest brands are not necessarily chasing the latest trend. Instead, they are delivering value, reinforcing trust, creating memorable experiences and finding authentic ways to stay relevant in consumers’ lives. In many cases, the brands growing fastest are those that successfully balance heritage with modern relevance.
As economic pressures continue and consumer expectations evolve, the brands that win will be those that genuinely earn their place in people’s everyday lives.
Download the UK Brand Reaction Index 2026
The 2026 Brand Reaction Index covers 131 brands across Retail, Financial Services, Travel, Utilities, Sport, Media, FMCG and more. If you’d like to understand how your brand performed, benchmark against competitors or explore the drivers behind emotional connection in your category, we’d love to help.
Get in touch: [email protected]
Understanding Behaviour
Building Brands
Improving Experiences
About Us
Our Team
Our Associations
Our Work
Our Clients
How We Do It
Products We Use
Where We Do It
Political Polls
Consumer Trends
Our Thinking
Latest RED C News
Get in Touch
Join RED C
Join our Online Panel
