People are facing a growing wave of conflicting information, making it harder to know who or what to trust. For London Sport, this means how we communicate — and the sources we rely on — matter more than ever.
New findings from the British Social Attitudes (BSA) survey, run by NatCen, highlight three key trends for us to consider.
- Health is still the top public concern. Health remains the top public priority for government spending — more than any other area. Nearly 70% of people think the NHS doesn’t get enough funding. As pressure builds on health services, sport has an increasingly important role in prevention. This is a chance for the sector to show how it can support a healthier population and potentially reduce future personal healthcare costs.
- Trust in social media is limited. Traditional news sources remain dominant: 83% trust newspapers, and radio and podcasts, 76% trust television, and 71% trust websites. Just 53% trust social media. To earn public trust, we must prioritise high-quality content, backed by credible sources, and avoid the noise of unverified platforms.
- Financial pressure is growing. One in four people are struggling on their current income. While donations continue, overall giving is down. Charities like ours must be clearer and more compelling in showing the value of sport in London — especially to protect smaller community sport organisations.