NATIONAL - Over a Quarter of Brits Are Unhappy as New Research Reveals National Mood Slump

‘Share a Smile’ campaign launched in light of national rut 

26 January 2026, UK: New data reveals a worrying picture of national unhappiness, with more than one in four Brits admitting they’re unhappier now than previous years. 

The findings from a snap poll conducted by leading UK adventure park brand Hangloose Adventure pinpoints what’s dragging the nation down with over a quarter of adults saying they feel unhappier now than they did 18 months ago - a period that has seen job prospects dwindling, rising bills and increasing financial pressures. 

Thirty-five percent of Brits say the cost of living is the main contributor to their unhappiness, while work stress affects 22%, and other money worries trouble a further one in five. As a result anxiety and stress are now widespread with around a quarter admitting to feeling anxious (26%) and regularly worked up (23%). 

Hangloose Adventure’s findings reflect wider national mood trends, as YouGov’s weekly Britain’s Mood Tracker shows that in the last year and half – coinciding with the change in government - there has been no sustained improvement in how Britons say they feel, with negative feelings such as sadness, frustration, stress and being scared together outweighing happiness. 

David Bellamy, author and ex-founder of the Happiness Lab commented on Hangloose Adventure’s findings: "In many respects, it's a little surprising that the data isn't worse. Once you look beyond the temporal aspect that this is a January survey, what we're looking at is a perfect storm for most people - the world both locally and globally feels a little less certain than it has in prior years. Most of us feel that through constant news about geopolitical movement and economic woes, but more locally, this generation will be feeling less confident about their own futures – life and work is much more changeable and less predictable than it was 20 years ago. All of this is amplified when we feel we can't do anything about it. 

The Hangloose Adventure poll also questioned 400 people on their outward emotions with nearly a fifth saying they only raise a smile occasionally, with a small minority admitting they rarely (2%) or never (1%) do at all. The data also suggests many feel happier times are in their past, with over a quarter naming their 20s as the best period of their lives. 

Bellamy continued: "Despite the data being broadly in line with expectations, why we look back on past periods and consider them better than today is largely a matter of vantage point. Most of us spend our twenties anxious about our place in the world and our futures, but when we look back, most of the things we were worried about never came to fruition, so we recall all the good bits”. 

In response to this happiness rut, Hangloose has launched its national ‘Share a Smile’ campaign, encouraging people to step away from everyday pressures and try something new. The campaign wants Brits to take time to reconnect, seek out fresh experiences, and rediscover the power of a smile. 

Pushing for more people to find what makes them smile, according to Hangloose’s poll, over a third say being in a healthy marriage or relationship is their biggest source of happiness. Social connection evidently plays a key role, with almost a quarter saying close friendships and a more active social life are what make them smile the most. 

“The counterpoint is community and relationships - humans coregulate, and being part of a tribe is crucial to our ability to cope with challenging situations and conditions. Almost all longitudinal studies of happiness and wellbeing put the quality of our relationships as the biggest determinant of our overall happiness", added Bellamy.  

As part of its Share a Smile campaign, the adventure park will be tracking the number of smiles coming through its sites at the Eden Project in Cornwall and Bluewater in Kent via a live “smile counter”. They have also created a campaign video showcasing all of the smiles received on site, with many expressing fear, turned into utter joy.   

The campaign also encourages visitors to nominate someone who makes them smile to take on a shared challenge, reinforcing the role of connection and experience in lifting low moods. 

Brian Phelps, Managing Director of Hangloose Adventure, says “It’s pretty clear a lot of people are feeling under pressure at the moment. Everyday we see a mixture of emotions coming through our parks, as well as a huge amount of excited faces, some arrive looking stressed, tired or nervous - and may not expect their mood to change.” 

Ellie Callanan, 43, from Kent, says: “Trying something new has had a really positive impact on how I feel. One of the biggest things it’s done for me is help me realise that I’m capable of doing something I wasn’t sure I could do. At first it felt daunting, but pushing myself made me feel proud and more confident and sharing that experience with other people has made it even more rewarding. 

“My mental health has really improved since doing outdoor activities. When I can’t do them for a few weeks, I notice how much more stressed I feel, but as soon as I’m back, it feels like I can breathe again. Being out in nature plays a huge part in that - hearing nature and having that space away from everyday pressures is so important for my wellbeing.” 

Matt, 46, from Kernow Coasteering in Cornwall says: "Adrenaline and happiness is the ultimate form of tension and release. The adrenaline part is often a combination of facing your fears, doing something physically demanding, and something that gets the heart racing.” 

“The happiness often comes after. It's the reward and feeling of satisfaction you get for having overcome the challenge. This can be an immediate dopamine hit, or a longer-lasting feeling of satisfaction. I can remember a number of adventures where the 'high' of the adventure has literally lasted for days." 

Hangloose operates adventure experiences at Bluewater Shopping Centre in Kent and the Eden Project in Cornwall, home to attractions including England’s longest and fastest zipwires and Europe’s biggest swing, creating opportunities for people to step away from everyday pressures, reconnect with others and take part in shared experiences designed to lift mood and build confidence. 

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Editors notes

Hangloose Adventure is home to some of the UK’s most extreme attractions, including England’s longest and fastest zipwires, Europe’s biggest swing, and the UK’s only outdoor indoor skydive machine. With two award-winning locations - at the Eden Project in Cornwall and Bluewater Shopping Centre in Kent — Hangloose combines record-breaking thrills with stunning backdrops, from dramatic Cornish cliffs to a unique urban lakeside setting. Alongside its headline rides, visitors can also enjoy high ropes courses, freefall jumps, aqua parks and more, making Hangloose the ultimate destination for unforgettable family days out and group adventures.