Challenges and concerns shaping Spain’s public agenda
Uncertainty has become the defining feature of the social context. Spain is progressing across some indicators, but public perception points to unease, fragmentation and growing pressure on everyday life.
In H/ORIZONTES, H/Advisors analyses the concerns, perceptions and behaviours shaping Spain’s public agenda. The report, produced in collaboration with 40dB, is based on a survey of 2,000 people and provides an ongoing reading of the social context for public decision-makers, companies and institutions.
The findings show a society that remains engaged with what is happening, but finds it harder to interpret the environment around it. Citizens have not disconnected from the future, but they view it through uncertainty, caution and declining trust in shared frameworks.
What we found challenges some common assumptions about Spain’s social mood.
Five findings that matter
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The report identifies five areas to understand how Spain’s public agenda is taking shape: global tension, perceptions of the country, social fragmentation, economic pressure and new consumption patterns.
01 Uncertainty has become the dominant emotion when looking ahead. 53.2% view the next five years with uncertainty, ahead of fear, hope or confidence.
02 The country’s objective progress is not translating into perceived wellbeing. 54.9% believe Spain is less prosperous today than a decade ago, and 60.4% see it as less safe.
03 Citizens’ concerns are focused on immediate pressures. The cost of living and housing top the social agenda, while housing is seen as the most underrepresented issue in public debate.
04 Society is perceived as more fragmented and with fewer shared references. Around seven in ten citizens see more individualism and more social division than ten years ago.
05 Uncertainty is driving self-protective behaviours. Citizens are reducing risks, avoiding debt, seeking more information before consuming and looking for brands that convey stability and trust.
Download below the full report.
