A staggering 11 million Brits feel their childhood dreams are unfulfilled, thanks to financial woes and family commitments

29th July 2025: Brits are giving up on their lifelong ambitions at just 29 years old, according to new research. The study also reveals that a staggering 11 million people feel they never even got close to experiencing their childhood dream.

The study of 2,001 adults, commissioned by Carlsberg1, also reveals that up to 1 in 4 (24%) of those aged 55 or older have let go of any hope of experiencing their childhood dream all together – with over half (56%) believing their ambitions are seen as less important than younger generations.

The primary reasons for abandoning dreams for Brits, no matter their age, include financial limitations, family commitments, and societal pressure to be 'realistic'.

While over a third of Brits (38%) say they wish they had pursed their childhood dream more, it’s not all doom and gloom – with just over two in five (45%) sharing they still have hope of fulfilling a lifelong dream.

In a bid to give more people access to the best of their dreams and prove it’s never too late to pursue a passion, Carlsberg gave a lucky walking football match the crowd support that normally only a professional could hope for. An everyday friendly for St Helen’s Walking Football team was yesterday turned into an unforgettable match experience, featuring surprise appearances and participation from legendary ex-Liverpool player David James along with current Liverpool player Gemma Bonner.

Peter Fitzpatrick, St Helen’s Walking Football Club Chairman said: “What an absolutely incredible day for the team! Carlsberg gave us an experience none of us will forget anytime soon. To walk out to a roaring crowd, and be surprised by legends like David James and Gemma Bonner, was a truly special moment. It's a powerful reminder that it's never too late to pursue your passions.”

Jessica Stacey, Head of Access for Carlsberg UK said: “This research shows that many of us impose a 'dream deadline' on ourselves at just 29 years old. At Carlsberg, we believe in celebrating the best, and that includes the passions that people hold throughout their lives. We wanted to show that age should never be a barrier to experiencing your dreams. By giving the St Helens walking football team a once in a lifetime match experience, we hope to inspire more people to dust off their own ambitions."

ENDS

The research was conducted by Censuswide, among a sample of 2001 UK consumers (Nat Rep 18+). The data was collected between 27.06.25 – 30.06.25. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

Predictions on number of Brits who have never got close to experiencing their childhood dream calculated using ONS data of UK population - https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/populationestimates/datasets/populationestimatesforukenglandandwalesscotlandandnorthernireland.

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