BRITS LEFT BAFFLED BY THE ETIQUETTE OF BRAGGING
- 1 in 5 (20%) Brits are unsure about the right way to brag
- Nearly half (45%) of people believe that the UK struggles more than any other nation to talk about successes
- Emilia Fox shows Brits how to navigate the nuances of the humblebrag
New research confirms that Brits are not the best when it comes to bragging, with one in five (20%) admitting they are unsure about the right way to show off their achievements. A study of 2,000 adults, commissioned by Hive, found that over half of Brits (52%) feel proud when they make a saving, with a further 35% admitting that the best part of saving money is being able to brag about it. However, a natural tendency towards self-deprecation is holding Brits back, despite living more sustainably being an accomplishment that deserves to be celebrated. Whether it’s a new set of solar panels or a smart home upgrade, it’s time for the nation to master the art of showing off their eco-tech and make their neighbours green with envy.
To help Brits navigate the delicate art of self-promotion, Hive, the UK’s leading eco-tech brand has teamed up with renowned British actress Emilia Fox to share her tips on how to master the art of a subtle humblebrag.
The research from Hive shows that nearly half (45%) of Brits believe the UK has more difficulty than other nations when it comes to talking about personal success. Many are hesitant to boast, with one in five (20%) admitting they are uncomfortable sharing their personal achievements with others. That said, a quarter (24%) believe it’s important for Brits to master the art of bragging to help change this cultural barrier. And almost a third (30%) feel people should be more vocal about making eco-conscious decisions, even if it means stepping outside of their comfort zone.
“Bragging doesn’t have to be boastful,” says Fox. “It’s about finding the right balance between celebrating your successes and being gracious.“
She adds: “The humblebrag might be misrepresented as boasting, but if we put aside our British sensibilities and embrace a bit of celebration about our achievements, then the humblebrag can be seen in a positive light. Sharing your eco wins might even inspire your neighbours to follow in your green footsteps—and let’s face it, a more sustainable lifestyle benefits everyone. So here’s to the humblebrag and the humblebragger!”
With her sharp wit and approachable charm, Fox is helping Brits embrace their achievements with style and confidence—without tipping into arrogance. In a new tongue-in-cheek video, she shares her top three tips for subtly humblebragging about eco-tech.
Susan Wells, Director of EV and Solar at Hive said:Â “We believe that embracing eco-friendly technology is something to be proud of, and it’s time for Brits to feel confident in showcasing their green achievements. Whether it’s installing solar panels or adopting electric vehicles, these choices not only benefit the environment but can also inspire others.”
She adds: “At Hive, we’re committed to empowering people to take control of their energy use, making it easy to reduce their carbon footprint while feeling proud of the difference they’re making. We know Brits appreciate the value of saving—whether it’s cutting down on energy costs or protecting the planet—and our smart technology helps households do both effortlessly, combining sustainability with financial benefits.”
When it comes to where a brag might take place, Brits tend to share their successes at family gatherings (15%), with the local pub (13%) and social media (11%) not far behind. As for what we like to boast about? Exotic holidays top the list (26%), followed by work promotions (20%), high-performance cars (14%), and eco-friendly upgrades like solar panels (13%).
To avoid sounding boastful, many Brits prefer to downplay their successes (27%), some frame it as advice or encouragement (26%), while others choose not to discuss it at all (18%).
Hive is on a mission to make low-carbon technology simple and affordable. Its eco-friendly products, including smart thermostats, heat pumps, solar panels and EV chargers, are easily controlled through the Hive app. The app lets you manage heating, lighting, and charging from anywhere, while also tracking energy usage and setting budgets to help reduce your carbon footprint and save money.
Visit HiveHome to learn more and watch Emilia Fox’s guide to perfecting the humblebrag on the Hive Instagram here.
