According to a study by Pringles, more than a quarter of Brits admit changing their commute to avoid a chat, and 28% have walked to another station or bus stop to dodge a conversation. The study, which surveyed 1,500 adults, found that 82% of Brits feel socially awkward every day. In awkward social situations, 68% whip out their phone to avoid eye contact, 34% pretend not to hear someone, and 11% pretend to be asleep.
Lifts are among the most awkward places to strike up a chat for 41% of Brits, while waiting rooms are awkward for 39% and public transport for 34%. The specific methodology used in the Pringles study, such as sampling method and question wording, has not been disclosed. Despite this awkwardness, 81% of Brits are pleasantly surprised by friendly moments with a stranger that leave them feeling happier, and 69% enjoy random social moments.
Additionally, 65% say food makes conversations easier, and 40% find chatting with people over snacks more natural. Pringles tasked Joe Marler and Joe Baggs to launch The Social Snacking Experiment, which tested unassuming Brits' awkwardness across London's busiest spots. The experiment resulted in a series of candid, on-the-street interactions that are unpredictable, chaotic, and surprisingly heartwarming, proving that even the smallest gesture, like passing a tube of Pringles, can spark genuine connection.
It forms part of Pringles' wider new brand platform, Pass the Pringles, now rolling out across the UK and Europe, which celebrates the power of passing a Pringles tube to spark playful, feel-good connections. The study also found that 56% of Brits believe that British people are more reserved than other nationalities, though the evidence supporting this claim is not detailed.