Healthcare and the cost of living continue to top the list of concerns for people in Scotland, but immigration has, for the first time, entered the top five issues of public concern, according to the latest Understanding Scotland report.
Produced jointly by Edinburgh consultancy Diffley Partnership and the David Hume Institute, the report reveals shifting public attitudes amid increasing economic anxiety.
The quarterly tracking survey polls over 2,300 Scots aged 16 and above, examining their views on social, economic, and environmental matters. The most recent survey, conducted in May 2025, showed healthcare remains the leading concern (49%), followed by cost of living (36%) and poverty (17%).
Importantly, immigration has risen sharply in public priority. Since tracking began in October 2021, the share of Scots naming immigration as a key issue has climbed 12%, with a 6% increase in the past year alone. Currently, 16% of respondents identify immigration as their primary worry — matching the proportion who cite economic issues.
The report highlights that people aged 55 to 64 and residents in Scotland’s most deprived areas are particularly likely to prioritize immigration. Trust in politics is another growing concern, with 15% of respondents indicating worry, up 2% since the previous survey.
Scott Edgar, Senior Research Manager at Diffley Partnership, said, “Economic anxieties across Scotland have deepened over the last year, prompting a shift in public concern. For the first time in four years, immigration is considered as significant a worry as healthcare and the cost of living.”
With the 2026 Scottish Parliament election approaching, Edgar noted that political parties will be closely monitoring voter concerns and demands for solutions to economic challenges and financial stability.
The report’s second 2025 edition also revealed that nearly 60% of Scots believe the country is moving in the wrong direction — a marked increase from earlier in the year. Seventy percent say the economy has worsened compared to last year, while 49% report their personal finances have deteriorated.
Looking ahead, seven in ten Scots expect economic conditions to decline further in the next year. Half of those surveyed have cut discretionary spending, and nearly half have reduced energy use at home. One in five respondents say they could not cover a £100 emergency expense without borrowing; this rises to 44% for a £500 expense.
Susan Murray of the David Hume Institute remarked, “These findings highlight that many Scots are struggling to withstand even minor financial shocks. This not only affects individual wellbeing but also limits Scotland’s broader economic potential.”
Murray emphasized that a resilient economy depends on households with financial security, noting strong public support for fair wages and social protections. However, despite some positive economic signals, few Scots see a clear path to improvement.
Given recent media focus, the prominence of immigration as a public concern is unsurprising. Yet, with Scotland facing demographic challenges such as an aging population and declining birth rates, immigration remains essential to sustaining the workforce. Addressing this issue effectively will require better planning, especially for those equally concerned with the economy and healthcare.
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