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CEOs Urged To Fight For Business As New Polling Reveals Fragile Public Support

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National survey finds the public is receptive to the case for enterprise, but too few business leaders are explaining how their success benefits society as a whole.

Business leaders in Britain must do more to explain how businesses benefit the country, or risk leaving the public debate to those calling for higher taxes, more regulation and greater state control. That is the central finding of a new nationally representative survey commissioned by the strategic advisory firm Sanctuary and conducted by GB Insight.

What Britain Wants from Business: Business Perceptions Survey 2026 finds that public attitudes towards business are broadly positive but weakly held. Many people have not formed a clear view of major sectors or institutions, leaving opinion open to influence, including from increasingly vocal anti-business voices.

That vulnerability is reinforced by a poor understanding of what business contributes. Around four in five (82%) of the UK workforce is employed by private businesses, yet two thirds of respondents believed the figure was closer to two in five (44%) or lower. Concerningly for corporate leaders, under a quarter described business as definitely a positive force in society.

However, the research also showed that, when the positive case is made, the public are receptive to it. Arguments about businesses providing employment, products and services and making tax contributions all received strong support. But negative arguments also resonated with respondents. Concerns about corporate bailouts, wages, shareholder returns and the conduct of large companies received similarly strong agreement.

Two in five (41%) respondents agreed with at least three positive arguments about business and three negative arguments at the same time.

The report concluded that the public is not firmly against business, rather it is undecided.

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“Business leaders cannot assume the case for enterprise is obvious. But thankfully, what our research has shown is that the public clearly responds when companies explain how commercial success supports us all. Too few are making that case. Now is the time for business leaders to step up and show the wider public why a strong private sector can drive growth and prosperity that benefits all.””

Robert Morgan, Managing Partner, Sanctuary

The findings come at a time of deep national pessimism. More than two thirds believe the UK is heading in the wrong direction, while more than four in five identify the cost of living as one of the country’s most important issues.

Under a third (31%) believe economic growth should be the UK’s primary national priority.

Sanctuary views the finding as a communications challenge: arguments about growth in the abstract are unlikely to cut through. Instead, business leaders must explain what growth means in practice: more jobs, higher wages, better products, greater investment and stronger public finances, the firm advises.

The survey found that two thirds of the public believe businesses should focus principally on commercial success, including creating jobs, providing goods and services, paying taxes and following the law.

“One of the most striking findings is how open public opinion remains. People accept both the positive and negative arguments about business, meaning the case they hear most clearly will ultimately shape their view. Failure to act could have serious implications for business.”

George Buchan, Founder of GB Insight

However, large businesses and multinational companies face greater scepticism. Respondents were much more likely to believe they pay too little tax, while small and medium sized businesses were viewed more favourably.

There was also broad support for stricter regulation of multinational companies and for returning water companies to public ownership.

Sanctuary said companies should not rely solely on private conversations with ministers and officials. They must also build public support.

That means explaining what they contribute, making the consequences of damaging policies clear and, where necessary, campaigning together.

Key findings

  • Only 31% believe economic growth should be the UK’s primary national priority.

  • Around 82% of the workforce is employed by private businesses, but 66% believed the figure was 44% or lower.

  • Less than one quarter see business as definitely a positive force in society.

  • More than half see business as at least partly responsible for the UK’s economic challenges.

  • Two thirds believe businesses should focus on commercial success, including creating jobs, providing goods and services, paying taxes and following the law.

  • 41% agreed with at least three positive arguments and three negative arguments about business.

  • Small and medium sized businesses were the most positively viewed commercial category.

Read the full report here: https://www.gbinsight.co.uk/reports/GBI-Sanctuary-Business-Perceptions-Survey-2026.pdf