5 Key Takeaways

This edition of Understanding Scotland brings you insights from a representative sample of over 2,000 adults (16+) across Scotland on the most important aspects of our society and economy.

PUBLIC SENTIMENT HAS EASED BUT REMAINS NEGATIVE

Views on Scotland’s direction of travel have softened this wave. Just over half (53%) believe the country is heading in the wrong direction, down six points from November, while optimism has risen modestly to 26%. Although still firmly net-negative, these figures represent the least pessimistic outlook in over a year.

HEALTHCARE AND COST OF LIVING REMAIN DOMINANT AS THE ELECTION NEARS

Healthcare (48%) and the cost of living (43%) continue to top the list of national priorities, and remain the leading issues at local level too. Immigration holds its position as the third most cited concern both nationally (23%) and locally (20%). With the Scottish Parliament election approaching, these issues are set to feature prominently in the campaign.

ECONOMIC PRESSURES PERSIST BUT PESSIMISM IS EASING

While 62% continue to say general economic conditions have worsened over the past year, this is down seven points from November, and the proportion saying conditions are “about the same” has risen sharply to 33% (+6). Personal finances show a similar shift: 41% say they have worsened (-6), while 44% now say they are unchanged (+4). Expectations for the next 12 months have become less bleak, with the share expecting general economic deterioration falling from 73% to 66% (-7), and the proportion expecting their own finances to worsen falling from 47% to 40% (-7).

SPENDING PATTERNS REFLECT PRESSURE ON ESSENTIALS AND TENTATIVE RECOVERY ELSEWHERE

Half of Scots (50%) expect to spend more on food and drink, the highest level since 2022, and 47% expect to spend more on household goods and services. Nearly seven in ten anticipate higher utility bills (69%), while 49% expect an increase in housing costs. By contrast, discretionary spending shows tentative improvements: 23% expect to spend more on holidays outside the UK (up from 20%), 21% on holidays within the UK (up from 17%), and 22% on clothing and footwear (up from 20%). Leisure and culture spending expectations have also risen, with 20% expecting to spend more, the strongest result since 2021.

FINANCIAL STRAIN CONTINUES TO AFFECT DAY TO DAY LIFE

Most money-related impacts remain stable but widespread. A majority have reduced non-essential spending (52%) or cut back on leisure activities (50%), and four in ten have dipped into savings (39%). Mental health impacts have risen to 31%, and more than one quarter (27%) report losing sleep due to money worries. While some pressures have eased slowly over time, financial concerns remain a routine part of life for many Scots.