Ambition is thriving across the UK, with connectivity playing an increasingly important role in helping people uncover and pursue opportunities

● New Vodafone research reveals a nation full of drive, with 40% of Brits saying they feel more ambitious than ever.

● Yet, while 85% are working towards a major life goal, the average person waits two years before taking the first step.

● Bereavement (27%), redundancy (25%) and parenthood (25%) emerge as key catalysts for people pursuing their dreams.

● Many of life’s biggest career and personal milestones happen in our twenties and thirties, with the average person changing careers at 32, moving abroad at 31 and learning a new skill at 29.

● Over half (55%) of Brits say it’s easier to seek out opportunities in the digital era, highlighting the growing role connectivity plays in helping people get ahead.

● To help people turn ambition into action, Vodafone opened the UK’s first Opportunity Hub, offering practical support, expert advice, and inspiring talks from entrepreneur and broadcaster Rochelle Humes, writer and campaigner Anna Whitehouse and executive coach and psychotherapist, David Waters.

● The initiative builds on VodafoneThree’s commitment to create the UK’s best network, backed by a fully funded £11bn investment to grow coverage, boost reliability and strengthen the digital future for the nation.

6th AUGUST 2026: New Vodafone research reveals rising ambition across the UK, with 40%* of Brits saying they’re more ambitious than ever and 85% are currently working towards a major life goal.

Yet despite this, the average Brit waits two years before acting on their ambitions, leaving one in five (20%) wishing they had started sooner.

As people look to turn ambition into action, connectivity is playing an increasingly important role. More than half (55%) say it’s now easier to find opportunities thanks to digital tools, while 42% believe improved connectivity has helped them achieve their goals. Nearly half (49%) say they’re better placed to achieve their ambitions today than they were five or ten years ago.

Financial constraints (22%) emerged as the biggest barrier holding people back, with a lack of confidence (15%), lack of time (13%), fear of failure (12%) and limited access to resources or tools (9%) also preventing people from getting started.

A major life event often provides the push people need to pursue long held ambitions. Among those who said a significant life event was their biggest catalyst, experiencing bereavement (27%), losing a job or being made redundant (25%) and becoming a parent (25%) were the most common triggers, according to new research from Vodafone, which is helping people unlock opportunity through access to reliable connectivity and increased coverage.

More broadly, other triggers include realising life is too short to keep waiting (26%), achieving greater financial stability (23%) and feeling more confident (22%). Receiving encouragement from others (12%) and access to technology and digital tools (10%) also help people make the leap.

The findings also reveal that many of Britain’s biggest goals take shape in people’s twenties and thirties - a period often defined by major career and life decisions. The average Brit changes career at 32, starts a small business at 33, launches a side hustle at 34, moves abroad at 31, learns an instrument at 23 and typically learns a new skill at 29.

To help people turn ‘one day’ into today, Vodafone on the Nation’s Network** opened the UK’s first Opportunity Hub on Thursday 6th August - a space designed to provide visitors with the tools, tech, advice and connections needed to unlock opportunity.

The Opportunity Hub brought together leading voices including entrepreneur and broadcaster Rochelle Humes, DJ and Vodafone brand ambassador Roman Kemp, journalist, author, and social advocate, Anna Whitehouse and executive coach and psychotherapist David Waters, with content creator and entrepreneur Jade Beason, for candid conversations about ambition, confidence and the moments that prompt people to rethink their path. Enterprise Nation and Vodafone experts also offered practical guidance throughout the day, helping attendees turn their ambitions into reality.

As the UK’s biggest network and the only mobile operator committed to investing £11bn in its network, VodafoneThree is expanding coverage and improving reliability for customers - having already eliminated 16,500 km2 of not spots to help support the UK’s digital future at scale.

Just as The Opportunity Hub helps individuals unlock their potential, this nationwide investment will unlock growth, inspiration and digital confidence for millions across the UK, ensuring people have the connectivity they need to achieve whatever comes next.

A VodafoneThree spokesperson says: “Britain isn't short of ambition. The challenge is turning ambition into action. Our research shows that connectivity is increasingly part of that equation, with nearly two-thirds of would-be founders saying unreliable connectivity has held them back from starting a business locally***. That's why we're investing in initiatives like The Opportunity Hub and our £11bn plan to build the UK's best network. Because when people have access to the right support and connectivity, they're better placed to seize new opportunities and achieve their goals.”

If you’d like to find out more about VodafoneThree’s commitment to building the UK’s best network and how its £11bn investment is creating opportunity across the UK, visit: Home - Building the UK's Best Network | VodafoneThree

ENDS

Notes to editors

Research commissioned by Vodafone and conducted by Censuswide, polling 2,000 UK General Consumers (nat rep 18+) between 28.07.2026 - 31.07.2026

*Net’ figure based on the combination of ‘completely’ and ‘somewhat’ agree

** (The Nation’s Network is the combined Vodafone and Three network)

The Nation’s Network: means the biggest mobile network infrastructure created by VodafoneThreeHoldings Ltd through the merger of Vodafone & Hutchison 3G UK. VodafoneThree has committed to spend £11bn to build world-class nationwide, digital infrastructure by 2034. Verification: Vodafone.co.uk/tnn

***More information on this study and methodology here: Improved mobile connectivity could unlock 49,000 new businesses

About Vodafone UK

Vodafone UK is a technology communications company that connects people, businesses and devices to help our customers benefit from digital innovation. Our services span mobile, fixed-line connections, home and office broadband, and the Internet of Things (IoT).

We have a strong track record as a tech pioneer, making the UK’s first mobile phone call, sending the first text message, and making the UK’s first live holographic call using 5G.

Today, we’re also bringing the UK’s most reliable broadband technology to more homes across the country. Through partnerships with CityFibre, Openreach and Community Fibre we have the ability to serve 23.2 million homes and premises with gigabit speeds, more than anyone else in the market.

As part of VodafoneThree — created from the merger of Vodafone UK and Three UK in June 2025 — we are investing £11 billion to build the UK’s best network, delivering 99% 5G Standalone population coverage by 2030, rising to 99.96% by 2034. And with network sharing already live, Vodafone and Three customers can automatically connect to the strongest available signal at no extra cost.

www.vodafone.co.uk

www.vodafonethree.com

About VodafoneThree

VodafoneThree is the UK’s largest mobile network operator serving the fixed and mobile market, formed following the merger of Vodafone UK and Three UK in June 2025.

Through an unprecedented £11 billion investment, VodafoneThree will build the UK’s best network. The network will deliver reliable, quality connectivity to all nations and regions, creating as many as 13,000 jobs and laying a digital foundation for the country’s growth ambitions.

VodafoneThree is the only mobile network operator with a fully funded, regulated and guaranteed network build plan, reaching 99% 5G Standalone population coverage by 2030 and 99.96% by 2034. From big cities to small towns, and everywhere in between, the company’s mission is to build the UK’s best network.

VodafoneThree encompasses all businesses and assets, including Vodafone UK, Three UK, VOXI Mobile, SMARTY and Talkmobile.

www.vodafonethree.com

Follow us: www.linkedin.com/company/vodafonethree

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