Breaking down the Budget: How did it land across the land?

When it comes to the announcement of The Budget, negativity and anger seem to be the order of the day - and while we’re on the subject, ‘order’ was in short-supply in the Commons while Rachel Reeves delivered her speech.

However, out there among the great British public, how did the big announcement land?

To show how the various regions of the UK differ in their outlook - and to demonstrate the power of social listening - we monitored 80,000 pieces of content around the Budget. We saw 40,000 pieces on the week running up to the Budget and in just 24 hours, there have been 40,000 more.

The build-up: Messy and leaky

Prior to the budget itself, the government faced criticism for excessive pre-Budget briefings, media statements, and speculation, which elevated the topic in the media and led to strong consumer opinions.

Key concerns centered on austerity divisions, taxation, and regional priorities, with significant discussion focusing on the tenure of Rachel Reeves.

Overall anger was the main emotion at 57.7% with negative sentiment at -28.4%.

How did it change once the details were all out there? Following the speech at lunchtime on Wednesday, anger regarding the Budget rose by (just) 4% overall. Despite the Office for Budget Responsibility’s leak and farmer protests outside Parliament, market responses were positive (rising FTSE 100 and bond markets).

Public backlash and the big talking points

However, public opinion is overwhelmingly critical, seeing the Budget as economically unfair and burdensome. Negativity decreased by 1.5 points, meaning anger increased, but overall negativity lessened.

Tax has been the biggest topic over the period, and post-Budget this only increased as people seek to understand how the Budget will affect them personally.

This view is solidified by the biggest percentage rise in a topic being the National Living Wage - a 268% increase.

Conversely, we saw broader economic terms such as inflation, business and interest rates fall, while results containing investment rose by 9%, mirroring the views of the city as the FTSE rose 62.92 points.

Regional differences of opinion

Believe it or not, we were a happier nation before the Budget announcement.

Scotland is the only part of the UK that has shifted in a positive direction following the speech by Rachel Reeves.

What was getting us wound up?

For the rest of us, it seems that hopes have been dashed and fears have been realised.

When it comes to popular posts on social media, the North of England focused on the BBC’s Chris Mason, who blamed Rachel Reeves for the mess, which riled many.

Those in the South of England, however, were concerned more about the farmers’ protest.

Londoners were more family-focused talking about the scrapping of the two-child benefit cap and for Scotland, the main topic was energy bills, highlighting Scotland's’ energy-rich position.

What’s clear is that the same piece of information can land in many different ways. Taking regional differences into account is key, whether you’re Chancellor of the Exchequer or brand manager for a business producing widgets in Wrexham.

In this era of social media and social sentiment tracking, it’s never been easier to keep on top of exactly how to tailor your message to get it right every time.

Read our full break down of the Budget in our latest 87% report.