A study of 2,000 people by Samsung suggests that 60% of Brits are learning life on the job, yet 74% are acting like they're not. The research reveals that more than seven in 10 Brits admit they are only pretending to have life figured out, and most wing life's biggest moments.
Milestones Brits feel least prepared for
When asked which major milestones they feel least prepared for, 32% said becoming a parent, 22% said managing finances independently, and 20% said starting a new job. Just under one in five (18%) admit they're comfortable figuring things out as they go, with the majority (49%) preferring to plan and adapt when needed.
Life's Little Moments campaign
Samsung commissioned the study to mark the release of the new Samsung Galaxy Z Series mobile phone and its Life's Little Moments campaign. The campaign explores the anticipation and reality of becoming a parent by following an expectant father, imagining his daughter growing up and learning on the go as he heads to the hospital for her birth.
On his way there, the dad-to-be sits anxiously in the back of a taxi, using the Multi Window function of the Galaxy Z Fold8 Ultra to track his journey and respond to his father as he travels. The film is anchored by a voice note he records to his own father about becoming a dad, capturing the feeling many parents will recognise.
Adapting to change and technology's role
These include the nerves of the first journey to hospital, the small rituals such as cooking together, school photos and watching movies, and other milestones that arrive before anyone feels ready. Samsung says the narrative reflects a wider national sentiment captured in the research, with almost nine in 10 (88%) agreeing that adapting to change is one of modern life's most important skills.
The research says more than eight in 10 (84%) value technology that can flex around their day as they balance shifting priorities, unexpected opportunities and new responsibilities. When asked which features would help through unpredictable moments, almost a third of Brits (27%) pointed to multitasking capabilities, a longer lasting battery (41%), and a bigger screen for juggling messages, plans and entertainment (20%).
Balancing multiple roles daily
More than half of Brits (57%) say they switch between different roles or responsibilities at least once or twice a day, rising to two thirds (66%) among Gen Z. Nearly half of the nation say they're balancing family responsibilities (47%), juggling work (32%) and moving between household tasks (29%).
As Brits increasingly switch between roles and routines, Samsung says their latest foldable mobile phones are designed to help people adapt in the moment. The all-new Galaxy Z Fold8 is said to be designed for everyday discovery, moving seamlessly from quick interactions on the cover screen to more immersive experiences on the main display.
For those who want more space to create, work and multitask, Galaxy Z Fold8 Ultra has been dubbed by Samsung as the most advanced foldable design yet. Its expansive eight-inch multi-window display creates a productive workspace for managing multiple tasks at once, while its advanced camera system and long-lasting battery are claimed to support all workloads.
Samsung UK and Ireland's mobile vice president of product and marketing, Annika Bizon, said: “Life rarely goes exactly to plan. Whether you are stepping into a major milestone like becoming a parent or simply trying to keep up with the busy pace of everyday life, you need technology that adapts just as quickly as you do. That is what Life’s Little Moments captures. It is about learning as you go, adapting in the moment, and having a device that works seamlessly alongside you. The Galaxy Z Fold8 and Galaxy Z Fold8 Ultra are designed with that exact flexibility in mind. Whether you are using the Fold8 to explore, watch and discover more, or using the Ultra’s larger workspace to multitask, they are built to move with people as life unfolds.”
The Galaxy Z Fold8 and Galaxy Z Fold8 Ultra are available for pre-order with prices starting from £1,699 and £1,899 respectively from www.samsung.com.
