Feel-good start to the summer sparks wave of consumer hope, reveals new research from The National Lottery

The blockbuster start to the summer – which has seen record levels of sunshine, the much-anticipated return of Oasis and the Lionesses storm into the quarter finals of the Women’s Euros – has sparked a surge in national levels of hope and optimism, new research has revealed.

A study of more than 2,500 Brits by The National Lottery found that national milestones – including major sporting and musical events – play a powerful role in lifting optimism and hope across the UK.
According to the research, 62% of people say they feel more hopeful when the nation comes together around a unifying event, with bouts of good weather (71%) and major sporting moments (67%) particularly potent for boosting national levels of optimism.

The arrival of this feel-good summer is timely, as the research found only a third (32%) of Brits currently describe the overall level of hopefulness in the UK as high, amid macro-economic pressures and geopolitical instability.

Author and expert in positive psychology Miriam Akhtar, explains why national moments can be so effective at spreading optimism: “Humans are social creatures, so it’s natural that shared moments, such as major sporting events, have a significant impact on national levels of hope. Optimism is infectious. Otherwise known as ‘emotional contagion’, research shows that happiness spreads up to three degrees of separation. So, when the country is celebrating a Lioness win or enjoying the nostalgia of Oasis playing again, it takes hold nationally very quickly.”

“The broaden-and build theory shows that thinking more positively actually impacts the way our brains function. Higher levels of hopefulness give the nation a DOSE (Dopamine, Oxytocin, Serotonin and Endorphins), enabling us to broaden our perspective. This means that positive emotions such as hope and joy not only feel good, but can actually do us good too, as they make us more open to new possibilities that can lead to positive outcomes.”

To mark this new wave of hope, The National Lottery has unveiled a series of fingers crossed installations to celebrate the power of hope in bringing the country together.

The crossed fingers – the universal symbol of hope and optimism – stand at a staggering seven meters tall, which represents a meter for each new millionaire The National Lottery makes on average every week. The balloon-like structure has been suspended above landmarks including Natural History Museum, Old Royal Naval College, O2 Arena and Wembley Stadium.

This feel-good effect doesn’t just stop at national pride — it’s also influencing everyday decisions. Over a third of Brits say they’re more likely to book a holiday when feeling optimistic, while others are more inclined to apply for a new job (13%), or even ask someone out on a date (12%).

The power of positive thinking is perfectly demonstrated by National Lottery winners Carly Wiggett and Becky Witt. After Carly’s mum read in the newspaper horoscopes that a Pisces and a Taurus would win the lottery if they teamed up together, the Dartford pair bought a EuroMillions ticket and banked themselves £168,813.80 each.

Similarly, Craig and Karen Mitchell from Yorkshire, won £1million in a EuroMillions draw and claim their positive mindset brought the win into existence. Karen said: “I genuinely think I manifested the win. I used to say, ‘When we win the millions’, not if.” She continues: “Admittedly, while I was always confident, we’d win, it hasn’t made the reality any less exciting!”

Andy Carter, Senior Winners’ Advisor at Allwyn, operator of The National Lottery, said: “The National Lottery changes lives every day. It’s not just the person with the lucky numbers that benefits, it’s also the good causes who receive funding and the shop keeper who sells the winning ticket. It all starts with hope.

“We’re fully embracing this wave of optimism. For anyone who has their fingers crossed for things to go your way, we hope that seeing our installations brings a renewed sense of optimism and inspires you to believe it could be you.”

It’s not just Londoners set to be inspired to hope, the fingers crossed installations will be appearing across the UK in Scotland, Northern Ireland and Wales over the summer as a poignant symbol of hope and the power of positive thinking.

Allwyn is undertaking a 10-year transformation programme to bring the magic back to The National Lottery. Its ambitious plans will deliver responsible growth to The National Lottery, making it feel relevant for everyone, connecting players to the impact they have every time they buy a ticket, and generating more money than ever before for National Lottery-funded projects.