Boots Research: Take The Mic

Almost half of UK adults appear confident while privately struggling with self-doubt, according to new Boots research that places younger consumers at the centre of the issue.

The OnePoll study of 4,000 adults found that 49% conceal confidence problems behind an assured exterior. The same proportion said they put on a brave face at least once a week when everyday life becomes overwhelming or their confidence falters.

More than four in five respondents (83%) said daily pressures had affected their confidence and resilience. Some 69% felt no more confident than they did 12 months earlier, including 20% who reported feeling less confident.

Adults aged 18 to 24 were more likely than any other age group to appear confident while experiencing private self-doubt. Among younger respondents whose confidence had declined during the past year, 52% said loneliness or isolation had contributed. This group was also the most affected by comparisons with other people or social media content.

Different pressures emerged among older consumers. Those aged 45 to 54 were the most likely to identify work-related stress and hormonal changes as factors, while also feeling least equipped to cope when overwhelmed. Adults aged 65 and over were the most likely to cite long-term health conditions or unexpected health concerns.

Across all age groups reporting lower confidence, lack of sleep or low energy was the most common influence, cited by 50%. Loneliness or isolation affected 41%, while 39% felt overwhelmed by daily responsibilities. Appearance also played a role, with 35% unhappy with how they looked and 34% feeling self-conscious about their appearance.

Psychologist and broadcaster Dr Linda Papadopoulos said outward confidence can be a coping mechanism rather than a sign that someone is being inauthentic.

As part of the campaign, Boots will take its Confidence Booths to locations across the UK during September, inviting members of the public to sing and move beyond their comfort zones. The activation is informed by research showing that 68% of respondents believe music can instantly change their mood, while 69% say singing along can lift their spirits.

The wider platform seeks to position Boots as a retailer that supports customers through a range of everyday experiences, including what the brand describes as “brutiful” moments – a combination of the positive and more challenging aspects of life. The campaign extends across healthcare, pharmacy, beauty and wellness, alongside a refreshed visual identity and a more direct tone of voice.

“Life doesn’t come with a filter. It’s joyful, messy, unexpected and sometimes tough,” Chief Marketing Officer Charlotte Lock said at the campaign launch. “‘Give It Some Boots’ puts Boots right in the middle of real life, bringing our trusted expertise, optimism and confidence to every moment.”

The campaign is led by 60- and 30-second films directed by Phoebe Arnstein, featuring people at different stages of life. The films depict scenarios including a young woman navigating skincare choices, someone noticing their first grey hair and a woman experiencing perimenopause. Each character finds a solution at Boots, before the films conclude with a choreographed dance sequence set to a specially recreated version of “These Boots Are Made for Walkin’”.