• Poll of 10,000 UK adults examines social isolation and how to foster belonging in the UK 
• Introducing “chatty checkouts” to encourage conversation has net support of 43% 
• Nearly half (48%) of Brits are more likely to return to a shop if a human serves them 
• Three in five (60%) are more likely to return to a shop where they can ask another person questions 
• The strongest support for human interaction while shopping were from older people, especially women, and people with disabilities 

London, UK, 5 March 2025 – Nearly half of UK adults (48%) are more likely to return to shops where customers are served by a person rather than an automated checkout, a landmark survey by the Belonging Forum examining social connection in the UK has revealed. 

In contrast, just 9% said they would be less likely to revisit shops offering human service, the annual Belonging Barometer survey of 10,000 people in the UK found. 

Meanwhile, three in five (60%) of respondents are more likely to return to shops where they can ask questions and interact with a staff member. Just 8% said they would be less likely to return if this was the case. 

And 44% of Brits said they would be more likely to revisit a shop where staff engage in conversations beyond typical supermarket and shopping topics. Only 14% were put off by this. 

All three forms of human interaction—being served by a person, being able to ask questions, and engaging in conversation—were particularly popular among those over 55, especially older women, and people with disabilities. 

The concept of “chatty checkouts,” a till where staff are encouraged to converse with customers, received broad 

support of 43%. However, support dropped to 34% when participants were told this could reduce the number of regular tills, underlining the public’s desire for choice. 

Kim Samuel, Founder of the Belonging Forum and author of On Belonging: Finding Connection in an Age of Isolation, said: 

“The rapid rise of self-service has dehumanised our high streets, with social consequences we’re only beginning to understand. And older people, in particular, have been disproportionately impacted, as this timely research reveals. 

“Small, everyday interactions – whether a kind word at the till or simply sharing a joke – are vital for building social connection. A conversation at a supermarket checkout could be the only meaningful interaction older people and people with disabilities in particular have all day. 

“Chatty checkouts are a simple but important solution—they maintain choice for all while offering human connection for those who choose it. If we want to build belonging, we need to measure and mitigate the negative impacts of automation, ensuring no one is excluded from everyday social interactions.” 

The study explored public attitudes towards automation and self-service across various sectors and services and found the desire for automation depends heavily on the specific service. 

Critically, for “my main supermarket shop”, 41% prefer human service compared to 30% backing self-service. 

The preference for human-led customer service was generally strong when it comes to more complex or personal interactions. 

The majority of respondents, for example, expressed a desire for a customer service worker when ordering in a 

restaurant (65%), getting an MOT for their car (56%), or making an insurance claim (49%). 

People are more inclined to embrace automation for routine tasks such as basic banking (53%), grabbing a few items at the supermarket (40%), or purchasing train tickets (39%). 

The research suggests that while the majority of shoppers appreciate the opportunity for human interaction at the shops, removing choice proves unpopular. 

A clear generational divide also emerged in attitudes towards automation. Younger people generally display greater comfort with self-service and automated systems across all areas surveyed. Older individuals, however, consistently prefer the assistance of a real person. 

Insights from the 2025 Belonging Barometer will inform a Charter for Belonging, a first-of-its-kind initiative 

setting out guiding principles and best practices to combat social isolation and foster belonging at individual, community, and systemic levels. 

ENDS 

About the Belonging Barometer: 

• The research was carried out by Opinium on behalf of the Belonging Forum and surveyed a nationally representative sample of 10,000 UK adults. The survey was conducted between 27 November and 9 December 2024. 
• The polling analysed figures from the general population and broken down by demographics, including gender, age, socioeconomic status, and working status. 
• The research used multi-level regression and post-stratification (MRP) polling analysis of 
• several questions, giving insights into them at a parliamentary constituency level across the UK. 
• The full findings of the second edition of the Belonging Barometer can be viewed here. 
• The first edition results for 2024 are available to view here. 

About the Belonging Forum: 

The Belonging Forum is dedicated to understanding and collaborating to create practical solutions that combat isolation and foster belonging. Our research from around the world shows that interconnected, inclusive communities are the foundation of a thriving society, where everyone feels at home. We envision a world in which everyone can realise their right to belong through the experience of meaningful connections to people, to communities, to the natural world, to a sense of purpose and to social, political and economic decision-making. 

About Kim Samuel: 

Kim Samuel is an author, educator, and movement-builder. As founder of the Belonging Forum, formerly the Samuel Centre for Social Connectedness, she leads research, advocacy, and action to combat social isolation and build belonging around the world. Kim is a Research Fellow at the Oxford Poverty and Human Development Initiative, University of Oxford, and an Associate Fellow at Green Templeton College, Oxford. She is the author of On Belonging: Finding Connection in an Age of Isolation