According to a poll, women were less likely than males to indicate they were making ends meet in early 2022.
Sixty-three per cent of those polled between January and March indicated they were getting by on the money they were receiving.
According to the IPA (Institute of Practitioners in Advertising) TouchPoints 2022 consumer poll, 61.6 per cent of women claimed they were coping, and 66.0 per cent of males stated the same.
Younger generations also had a lower propensity to claim that they make ends meet on their wages.
Just over half (51.7%) of those aged 15 to 34 reported being able to get by on their pay, compared to almost six in ten (59.7%%) of those aged 35 to 54 and nearly eight in ten (77.8%) of those aged over 55.
Early in 2022, a study of respondents found that about 84.8% knew that prices for goods and services were rising.
The study also suggested that people’s priorities may shift away from foods that are frequently seen as healthy due to increased living expenses.
The research found that the proportion of people who said they prefer to eat organic food has fallen over the past two years, while the proportion who always read food packaging labels before making a purchase has also fallen over the same period.
Around 3,000 people were surveyed across Britain.
Belinda Beeftink, research director, IPA, said: “For any brands and their agencies navigating this, whether food-related or not, it may be prudent to focus their comms activity on asserting value for money, on staples versus luxury items and on being seen to be in tune and supportive of their consumers at this tough time.”
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