Challenges and concerns shaping Spain’s public agenda
Uncertainty has become the defining feature of our current social environment. While Spain has progressed in certain areas, public perception points to continued unease, fragmentation and growing pressure on everyday life.
In H/ORIZONTES, H/Advisors examines the concerns, beliefs and behaviours likely to shape Spain’s public agenda. Produced in collaboration with 40dB, the report is based on a survey of 2,000 people and provides an observation of the social environment designed to inform public decision-makers, companies and institutions.
The findings show a society that remains engaged with current events, but struggles increasingly to interpret their wider implications. Citizens remain invested in the future, but 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
The report identifies five key areas influencing how Spain’s public agenda is taking shape: global tension, perceptions of the country, social fragmentation, economic pressure and new consumer patterns.
01 Uncertainty dominates expectations for the future. 53.2% view the next five years primarily through the lens of uncertainty, ahead of fear, hope or confidence.
02 Progress is not translating into perceived wellbeing. 54.9% believe Spain is less prosperous than a decade ago, while 60.4% feel it is less safe.
03 Public concern is concentrated on immediate pressures. The cost of living and housing lead the social agenda, with housing widely seen as the most underrepresented issue in public debate.
04 Society is perceived as more fragmented, with fewer shared reference points. Around seven in ten citizens report increased individualism and greater social division compared with ten years ago.
05 Uncertainty is shaping more self-protective behaviours. Citizens are reducing exposure to risk, avoiding debt, seeking more information before purchasing and favouring brands that signal stability and trust.
Download below the full report.
